NPR, Edison Research Release Smart Audio Report Spring 2019

RADIO ONLINE | Tuesday, June 25, 2019

NPR and Edison Research

New research from "The Smart Audio Report" Spring 2019 reveals how smart speaker user behavior and perceptions are evolving as owners "settle in" with their devices and the market matures out of its introductory phase. According to the Spring, 2019 survey, seven-in-ten smart speaker owners use their device daily despite common concerns around security and privacy, while those same factors are leading reasons non-owners have not acquired a device.

"We are starting to see more pragmatic usage of these devices," said Edison Research Senior VP Tom Webster. "The longer people have these devices, the less experimentation they do with them - but the more ingrained into everyday life these devices become."

Among the 53 million plus smart speaker owners Adults 18+ in the U.S.:

• 69% of smart speaker owners use their device daily, and households with children are even more likely to use them daily

• Smart speaker owners who have owned the device for 2+ years use an average seven (7) skills per week, compared to an average 12 skills per week among those who have owned the device for less than three (3) months

• 66% of those who own a smart speaker with a screen say the screen has made it easier to discover new content, and the same number say having a screen makes the smart speaker "easier to use"

"We continue to see those that have voice assistant devices love them, using them every day to get the news, listen to podcasts, live stream radio stations and more," said NPR Vice President/New Platform Partnerships Joel Sucherman. "The latest data suggest we've moved into a maturation phase in this space, in which earning and maintaining the trust of potential smart speaker buyers, while also demonstrating new functionality, may be a key to continuing dynamic growth,"

While almost half of smart speaker owners are planning to acquire another device, the report also finds a slowing interest among non-owners in acquiring their first smart speaker. Among people who do not own a smart speaker and are interested in acquiring one, the top two (2) reasons they have not are:

• 63% are concerned that hackers could use a smart speaker to gain access to their home or personal information

• 55% are bothered that smart speakers are always listening

Security remains a concern around these devices among current users as well. Almost 60% of smart speaker owners worry about hackers, and more than half indicated it bothers them that their smart speaker is always listening. The Smart Audio Report from NPR and Edison Research, which debuted in June 2017, is a recurring study on trends in Smart Speaker ownership and voice assistant user behavior.

A full archive of research from the report is available at www.npr.org/smartaudio.

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