Smart Speaker’s Continued Push Into The Mainstream


The latest smart speaker ownership survey from NPR and Edison Research has just been released, and the data further cement the growing ubiquity of voice-activated home audio devices across the U.S.

Following the 2018 holiday season, more than 53 million adults aged 18+ now own a smart speaker. That translates to 21% of U.S. adults, and comes from The Smart Audio Report.

In fact, the average smart speaker household now features 2.3 smart speakers, up from an average of 1.7 devices per household at this time last year.

The growth is similar to that of television in the 1960s.

And, Edison and NPR find, the trend toward having multiple devices drove a 78% year-over-year increase in the number of smart speaker devices in homes.

Key findings include:

  • 8% of people in the U.S. got a smart speaker during the 2018 holiday season, between Black Friday and the end of December 2018
  • 52% of all smart speaker owners report using their device daily
  • 14 million people in the U.S. got their first smart speaker in 2018


The Smart Audio Report is a public resource designed to help inform product design, content and sponsorship for NPR, and people across sectors whose work is impacted by the rise of voice-activated devices.