35% of adult Americans own a smart speaker according to a report from NPR and Edison Research with 62% of saying that they have used a voice assistant on any kind of device. The 2022 Smart Audio Report highlights the increased usage of voice technology with 20% of smart speaker owners spending most of their audio time listening through a smart speaker compared to 18% in 2017.
Key findings from the report
- 57% of voice command users use voice commands daily. 20% of smart speaker owners spend most of their audio time listening through a smart speaker, up from 18% in 2017.
- Smart speaker owners request an average of 12.4 tasks on their device each week, up from 7.5 in 2017. Smartphone voice assistant users request an average of 10.7 tasks weekly, up from 8.8 in 2020.
- Half of smart speaker owners have heard an ad on their smart speaker. 53% of smart speaker owners who have heard an ad on their device agree they are likely to respond to ads on their smart speaker. Almost half (48%) of smart speaker owners who have heard an ad on their device say that compared to hearing an ad in another place, hearing it on their smart speaker would make them more likely to consider the brand.
- 86% of smart speaker owners agree that the devices “allow for a more convenient living”
- Reasons for purchasing a smart speaker that have trended up in the past five years include: entertaining children, discovering new songs, and listening to podcasts
- The number of speaker owners who request to listen to a podcast on their smart speaker in a typical week increased by 22% over the past 5 years
The full report, which draws from a US national online survey of 1190 representative US consumers aged 18 and over and in-depth interviews conducted between 28th February 2022 and 18th April 2022, can be downloaded here.
