Ownership of smart speakers hits 35% of Americans: NPR

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smart audio report

New Intelligent Audio Study Shows Pervasive Voice Technology and Growing Use

June 16, 2022; Somerville, New Jersey— NPR and Edison Research today released the Smart Audio 2022 report, highlighting the ubiquity of voice technology in the United States. The report highlights the increased use of voice technology, with 35% of Americans over the age of 18 now owning a smart speaker.

The 2022 study compares the most recent survey results with the 2017 Smart Audio report, and also revisits families that were surveyed in 2017, creating a full picture of changes over the past five years. The findings were presented in a webinar hosted by National Public Media (NPM) Vice President of Sponsorship Marketing Lamar Johnson and Edison Research Vice President Megan Lazovick, and are available now at npr.org/smartaudio. Key findings from the study include:

  • Voice technology is everywhere:In 2022, 62% of Americans over the age of 18 use a voice assistant on any device, and these devices can include: smart speakers, smartphones, TV remotes, in-car systems, computer/ laptop, tablet, etc.
  • The overall use of voice technology is increasing: In 2022, 57% of voice command users use voice commands daily. Twenty percent of smart speaker owners spend most of their audio time listening through a smart speaker, up from 18% in 2017. The number of weekly tasks increases: In 2022, 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 per week, up from 8, 8 in 2020.
  • Advertising messages broadcast via voice technology are heard: Half of smart speaker owners have heard an ad about their smart speaker. Fifty-three percent of smart speaker owners who have heard an advertisement on their device agree that they are likely to respond to advertisements on their smart speaker. Nearly half (48%) of smart speaker owners who have heard an advertisement on their device say that compared to hearing an advertisement elsewhere, hearing it on their smart speaker would make them more likely to consider the brand .

According to Megan Lazovick, Vice President of Edison Research, “At this point, the technology has become familiar to many users, so now is a great time to shake things up and grab people’s attention with new experiences. and audio tasks.In the grand scheme, this space is still very young, and there are many opportunities for change and growth, especially in how brands can communicate their messages using smart audio. “

Key additional findings:

  • 86% of smart speaker owners agree the devices “make life more convenient”
  • Reasons to buy a smart speaker that have increased over the past five years include: entertaining children, discovering new songs and listening to podcasts
  • The number of speaker owners requesting to listen to a podcast on their smart speaker in a typical week has increased by 22% over the past 5 years

“We are delighted to see the interest and use of smart speakers continue to grow, five years after the initial publication of this report. This data confirms that there are even more opportunities for publishers and brands. to connect with this growing and engaged audience,” said NPM Vice President of Sponsorship Marketing, Lamar Johnson.

How the study was conducted NPR and Edison Research’s Smart Audio report is based on a national online survey of 1,190 US adults ages 18 and older who own a smart speaker, 560 US adults ages 18 and older who don’t. smart speaker but use voice assistants on other devices such as smartphones, and another 584 US adults 18 and older who do not use voice assistants at all. The surveys were conducted from 02/28/2022 to 04/18/2022. In-depth interviews were conducted on Zoom with smart speaker owners, voice assistant users, and those who don’t use the technology at all. Additionally, follow-up interviews were conducted with those who participated in the Smart Audio Report 2017 ethnographic interviews.

About NPR

NPR’s rigorous reporting and unparalleled storytelling connects with millions of Americans every day – on the air, online and in person. NPR strives to create a more informed audience – one challenged and invigorated by a deeper understanding and appreciation of events, ideas and cultures. With a national network of award-winning journalists and 17 international bureaus, NPR and its member stations are never far from where a story unfolds. Listeners can find NPR by logging into their local member stations (npr.org/stations), and it’s now easy to listen to our stories on smart speakers. Ask your smart speaker to “play NPR” and you’ll be connected to your local member station’s live stream. Your speaker can also access NPR Podcasts, NPR One, NPR News Now, and the Visual Newscast is available for selected speakers. Get more information at npr.org/about and by following NPR Extra on Facebook, Twitter and Instagram.

About Edison Research

Edison Research conducts investigations and provides strategic information to a wide range of clients, including Activision, AMC Theaters, Apple, Disney, Dolby Laboratories, Google, Oracle, the US International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony and Univision. Edison Research is the world’s leading podcast research company and has conducted support research for NPR, Slate, Spotify, SXM Media, ESPN, WNYC Studios and many other companies in the industry. Edison Research has conducted research in North America, South America, Africa, Asia, Australia and Europe. Edison Research is also the leading provider of consumer exit surveys and has conducted face-to-face research in almost every place imaginable. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct voting results to project and analyze the results of each presidential primary and general election. major.

contacts

MNP

Devon Landis

dlandis@nationalpublicmedia.com

Edison Research

Laura Ivey

livey@edisonresearch.com

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