Smart Speaker Users: Numerous and Distinct


For success in today’s audio entertainment world, the radio broadcasting company more than ever needs skills that can enable listeners to easily access their stations via a smart speaker. At the same time, bringing AM and FM to “first adopters” of the smart home device could be paramount to listener longevity.

Why? The Spring 2018 Smart Audio Report from NPR and Edison Research shows that first adopters are unique from other audio content consumers, which are rapidly growing on the whole.

Among the highlights of the just-released report is data showing the smart speaker emerging as the No. 1 way first adopters listen to audio.

Additionally, first adopters demonstrate “more advanced smart speaker use” — some 24% of first adopters use their smart home device to control home lighting, the thermostat or home appliances.

Meanwhile, 38% of newer “early mainstream” users say they purchased the smart home device “hoping to reduce screen time.”

Some 18% of Americans aged 18+ own a smart speaker, representing 43 million people. That’s according to the 2018 Infinite Dial, Edison Research and Triton Digital.

The survey saw 909 individuals complete an online study conducted from May 21-June 1. Tracking was from the Spring 2017 and Fall/Winter 2017 surveys.


Among the key highlights of the survey results:

  • Among all smart speaker owners, 81% are open to skills and features created by brands on smart speakers. Other preferred formats for audio advertisements include host-read ads on podcasts, product endorsements and sponsor/underwriter announcements during public radio.
  • E​​​​​​arly mainstream users are quickly relying on the technology for a wider range of daily activities – 37% look up recipes, 34% make calls and 33% add items to their shopping lists.

Meanwhile, the study offers insight on where consumers turn for audio entertainment:

To download the entire 52-page report, please click here