Kids Love Smart Speakers. How Can Radio Win Them Over?


By Matthew Keys
Radio Ink

A new marketing and insights report released by Audacy Corp. shows the majority of young people born over the last decade are attentive when using smart speakers like those powered by Amazon’s Alexa, Apple’s Siri or the Google Assistant.

The data showed 9 out of 10 parents say their children are “very attentive when they listen to content on smart speakers,” while 8 out of 10 parents feel their children “are more comfortable giving voice commands to smart speaker tech” than adults.

More than one-third of parents surveyed by Audacy say they rely on a smart speaker daily for parenting, while about the same number say they use their smart speaker with their kids on the regular.

The survey focused on “Gen Alpha,” the moniker given to children born after 2012, typically to those of the Millennial generation.

“Being born in a digital world that’s seeing more rapid advancements, Gen Alpha has been using ‘devices’ right from the time they were born,” Deepika P Das, the manager of research and insights for Audacy, wrote on Monday. “Every aspect of their lives – rest, education, play or entertainment involves tech. That’s why Gen Alpha is one of the most comfortable around responsive technology.”

Data from the report also showed kids are increasingly calling the shots when it comes to what their parents buy: Nearly half of parents surveyed by Audacy said they found it hard to resist requests from their children when it comes to non-essential purchases.

The report suggested there was a correlation between audio engagement and sales made by parents.

“Audio is an important pathway to parents and family time,” Das wrote. “Audio enables authentic connections between brands and families with Gen Alpha kids, giving brands access to the key moments when families are discovering new information, having joint experiences, and when kids are gently influencing (or outright begging) for products that influence their purchase decisions.”

To read more from Audacy’s report, go HERE.