Update: How 'Smart Audio' Is Being Used

To better understand how people are using their voice-activated smart speakers at home, Pandora commissioned Edison Research to analyze nearly 15,000 queries across 444 Amazon and Google devices to see how they used them.

AdWeek reports Edison Research asked participants who had owned a device for at least a month to provide a full record of a week’s worth of interactions, revealing just how important music and other audio is to how people use the smart speaker.

This isn’t the first study Edison has conducted recently about the future of audio. In June, Edison and NPR release their “Smart Audio” report, which found that 7 percent of people in the U.S. over the age of 12 own a smart speaker. The study also found that 70 percent of respondents reported listening to more audio at home than before as a result of owning a device.

Rosin said marketers seem to “under-consider” the category of audio like Pandora and others are in.

Here are some of the results:

• 58 percent of users used their Echos for music, averaging about 4 hours and 34 minutes per week.
• 69 percent regularly tuned into audio content.
• 46 percent checked the weather.
• 42 percent requested a joke, an “Easter egg” or a conversation.
• 40 percent asked a question abut where to find a store or how to cook a recipe.
• 29 percent plan to make a purchase.
• Top categories for purchases include tech, household goods and beauty products.
• One in three people already have two or more voice-enabled devices in different rooms.
• 40 percent of device owners were 35 to 54 years old.
• 35 percent were 18 to 34 years old.
• 77 percent listened to music with friends and family.