Study: Smart Speakers Work Their Way Into Moms' Routine

RADIO ONLINE | Thursday, May 10, 2018

Edison Research

Smart speakers are working their way into moms' routine this year according to Edison Research's Moms and Media 2018. Smart speaker ownership has almost quadrupled, with Amazon Alexa leading the way. The report shows that 23% of moms own some type of smart speaker, up from the 6% that said so last year. The latest report also shows how moms in the U.S. continue to own their tech toolkit, as well as how they perceive the influence of technology on children.

The study found that moms in 2018 continue their mobile tendencies, as 92% of moms own a smartphone. With smartphone ownership among moms still on the rise, the mobile device remains a must-have. With smartphones, moms are consuming media, engaging social sites and staying organized with various apps. Two-thirds of smartphone moms report using the voice assistants like Siri and Google Assistant.

Moms have had a history of strong social media engagement. While 2018 still reflects a healthy social media presence of moms, usage is down from previous years, with 89% of moms now using social media compared to where it was at 93% last year.

To view the entire Moms and Media 2018 study, click here