Commentary

Privacy Concerns Hamper Smart Speaker Growth

Smart speakers face a privacy issue.

While many people acquire smart speakers like Amazon Echo and Google Home as well as increase their use of voice commands, privacy remains a major stumbling block.

Nearly half (44%) of consumers own at least one smart speaker, but privacy is holding back many of those who have yet to buy in, according to a new study.

Two-thirds (66%) of consumers who don’t have a smart speaker and do not intend to get one cite privacy as an important concern.

The study comprised a survey of 2,500 U.S. adults weighted to U.S. Census data conducted by Hub Entertainment Research.

Of equal concern to consumers are unauthorized or unwanted listening and concerns about data being collected or tracked.

For ownership, Amazon has the lead with Echo being the most commonly owned (26%) smart speaker, followed by Google Home and Nest (13%) and Apple HomePod (5%).

For voice commands, the top uses are answering queries (33%) and communication (18%), such as text messages and emails.

Consumers also seem pleased with voice control, with 78% saying their device always works and performs the way it’s supposed to.

However, the issue of privacy remains.

More than half (59%) of regular voice command users say privacy concerns are an important consideration.

3 comments about "Privacy Concerns Hamper Smart Speaker Growth".
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  1. Robin Caller from LOLA GROVE, January 21, 2020 at 5:36 p.m.

    This is a fascinating (albeit tangential) insight into the mind of the consumers. They understand natural language in a way that they don't understand cookies. And, just look at the rate of the concern! It just goes to show that privacy really does still matter. 

  2. R MARK REASBECK from www.USAonly.US , January 21, 2020 at 8:52 p.m.

    Before you install any of these, it should read you the Miranda Rights

  3. Chuck Martin from Chuck Martin replied, January 21, 2020 at 8:55 p.m.

    Good observation, Robin. Also, of owners, only 4% own one with a screen.

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About the Author

Chuck Martin is Editor of the AI & IoT Daily at MediaPost and writes the daily Connected Thinking column. He is a NY Times Business bestselling author and his latest book is “Digital Transformation 3.0” (The New Business-to-Consumer Connections of The Internet of Things.) He is CEO of Net Future Institute and a frequent keynote speaker internationally. Follow him on Twitter @chuckmartin and contact him at Chuck@MediaPost.com.