Study: Smart Speaker Penetration is Up 43% Among 14-54

NuVoodoo Media Services' latest NuVoodoo Ratings Prospects Study of 3,084 respondents, ages 14-54, across all PPM markets revealed that Smart Speaker penetration is up to 43% among Persons 14-54. The study is conducted twice a year and this is the 13th that NuVoodoo has completed since 2011. The company found that penetration is even deeper among those likely to end up in a Nielsen sample.

Additionally, a prime placement for Smart Speakers is turning out to be the bedroom replacing the clock radio, which are now about as common as rotary phones. While listening to a favorite local FM station is a pretty common thing for Smart Speaker owners to try, the NuVoodoo Ratings Prospects Study shows that listening to digital pureplays on Smart Speakers is gaining traction.

NuVoodoo Media Services Executive VP/Research Insights Leigh Jacobs said, "Spurred by verbatim comments picked up in client studies in the past year, we asked Smart Speakers owners to agree or disagree with this statement: "I've had problems when asking smart speakers to play one of my favorite AM or FM stations" - and 46% of Smart Speaker owners agree. That's a lot of potential occasions snubbed out because the Alexa couldn't find what they were asking for or played the wrong thing."

Looking at the data, Executive VP/Marketing Mike O'Connor remarked, "Jeff Bezos recently touted Alexa's improved ability to understand requests and answer questions, proudly announcing that the number of learned skills had doubled to over 80,000 worldwide. In the face of this tectonic shift in audio distribution, radio station listeners have identified a "skill gap" when attempting to access their favorite radio station. These data say to the industry, "Drop everything and address this now."

President/CEO Carolyn Gilbert noted, "The good news is that more homes have Smart Speakers - and that's a huge opportunity for radio and for those who are smart enough to optimize their brands' positioning on them. We invite all radio professionals to learn more about the opportunities and insights uncovered by our latest Ratings Prospects Study at our Spring 2019 Webinar Series beginning Tuesday, February 19th at Noon Eastern."

NuVoodoo will dive deeper into Smart Speaker penetration in the first installment of its Spring 2019 Webinar Series starting on Tuesday, February 19 at Noon Eastern (with four more opportunities to participate through Monday, March 4). In addition to Smart Speakers, this first webinar episode will provide the latest information on:

  • The advertising channels that likely ratings respondents pay attention to.
  • Marketing messages and tactics that have prompted likely ratings respondents to listen more.
  • How digital ads, phone calls or mail from a station might impact the listening of likely ratings respondents.
  • The Social Media platforms that are used most by panelists and diary keepers.
  • Whether increasing data privacy concerns are enough to cause likely ratings respondents to seek alternatives to Facebook.
Register at nuvoodoo.com/webinars/.


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