With 53 million smart speaker owners in the U.S. age 18+, research around the devices has evolved from merely counting owners to exploring their usage and attitudes about the technology.
This year’s The Smart Audio Report from NPR and Edison Research continues trending data from the previous two years of the study and provides new insight into the differences between smart speaker owners and non-owners. The study specifically delves into the reasons behind their choices, concerns, usage habits, and likelihood to invest in the technology.
Edison Research Senior VP Tom Webster and NPR VP Joel Sucherman will present the latest findings from The Smart Audio Report on June 25 at 2pm ET.
Example of key findings:
- Discovery of new smart speaker functions or skills is challenging. A majority of smart speaker owners say they don’t know enough about their device to use all its features.
- Smart speaker owners and those who don’t own a smart speaker are equally concerned about security with the devices.Almost 60% of smart speaker owners and non-owners worry that hackers could use a smart speaker to gain access to their home or personal information.
- Smart speakers use has become a daily habit for most who own the device. Despite their security concerns, 69% of smart speaker owners use the device daily. Only 11% of owners use the device less than once per week.
A downloadable copy of the presentation, as well as a viewable recording of the webinar, will be available at this link immediately following the webinar.
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