×
You will be redirected back to your article in seconds

Close to Half of All U.S. Consumers Will Own a Smart Speaker After the Holidays (Study)

The smart speaker boom is continuing: Almost half of all consumers will own a smart speaker after the upcoming holiday season, according to a new study by Adobe.  Smart speaker owners also increasingly access an expanded set of voice activities, including online research, shopping and making phone calls.

Altogether, 32% of consumers now own a smart speaker, according to Adobe’s new “State of Voice Assistants” report. That’s up 14% since January, which is notable given the fact that most smart speakers are being purchased during the holiday season.

76% of smart speaker users told the company that they have been using voice assistants more often during the past year, with 71% using voice assistants at least once a day. 44% even use voice assistants multiple times a day.

CREDIT: Courtesy of Adobe

Smart speakers have also led to a growing acceptance of voice overall. Talking to a machine used to be awkward, but 72% of smart speaker owners are now comfortable with using voice assistants in front of others. Among people not owning smart speakers, only 29% are comfortable with doing so.

What’s more, people who own smart speakers also increasingly access voice assistants on other devices. Smart speaker owners are 3 times more likely to access voice assistants on their phones than people who don’t own such devices, according to the study.

Popular on Variety

In other words: Smart speakers have become a kind of trojan horse for voice assistants, which explains why Google, Amazon, Apple and Samsung all have their own speakers to drive the adoption of their respective voice assistants.

“Technology trends come and go, but it’s clear that voice is here to stay. Adobe’s new survey shows that voice is becoming increasingly interwoven into our cultural fabric and how consumers engage with the world around them,” said Adobe Analytics product marketing manager Heidi Besik. “As a society, we are realizing that the usefulness of voice assistant technology can far outweigh the initial awkwardness felt when talking to devices in front of others, and the growth in smart speaker usage has had the most impact in driving this forward.”

As smart speakers are becoming more popular, their owners are also increasingly getting more use out of them. Music still remains by far the most popular use case, with 70% of smart speaker owners using voice assistants for it. Second on the list are weather forecasts, which are being requested by 64% of smart speaker owners. 47% report using the devices for online searches, 46% to ask for the news, and 36% to make calls.

CREDIT: Courtesy fo Adobe

Adobe’s study also suggests smart speakers will once again be a popular holiday gift. 23% of smart speaker owners plan to buy one for someone else this coming holiday season, and a whopping 45% want to buy another speaker for their own household. That leads the company to estimate that after the holidays, 48% of consumers will own a smart speaker.

More Digital

  • Hulu Hopes to Make Ads Part

    Hulu Hopes to Make Ads Part of Your Binge Session

    If you just can’t keep yourself from watching another episode of “The Handmaid’s Tale” or “PEN15,” then Hulu has an ad for you. The streaming-video hub is starting a trial run of new commercials aimed specifically at binge-watchers, which the company defines as subscribers who watch three or more episodes of the same series consecutively. [...]

  • Facebook

    Facebook Pledges $130 Million to Fund Content Oversight Board as It Hits Delays

    Facebook announced an initial commitment of $130 million to launch its new Oversight Board, which is designed as a way for users to appeal the social giant’s content decisions, but the entity is behind schedule with initial board members to be announced in 2020. The Oversight Board — which has been dubbed Facebook’s “Supreme Court” [...]

  • Rey (Daisy Ridley) in STAR WARS:

    Amazon Releases Secret 'Star Wars: Rise of Skywalker' Exclusive Video

    Amazon released a special behind-the-scenes look at “Star Wars: The Rise of Skywalker” in partnership with Disney and Lucasfilm, in order to — what else? — sell stuff to fans of the galaxy far, far away. The ecommerce giant debuted the Star Wars video Thursday (Dec. 12) exclusively on Amazon.com and Fire TV, with secret [...]

  • Jay-Z

    Tidal Gets Dolby Atmos Music, Jay-Z to Release Catalog in Immersive Audio Format

    Music streaming service Tidal has partnered with Dolby to bring Dolby Atmos Music tracks to its Tidal HiFi tier. This makes Tidal the second music service to support the high-end format. For now, support is limited to certain Android devices. Consumers may know Dolby Atmos as a surround-sound audio format for movies, which is being [...]

  • Netflix-logo-N-icon

    Netflix Tests Discounted Subscription Plans in India

    Netflix is testing discounted plans in India for some long-term subscribers. The plans are only available to selected new subscribers and not existing ones. While signing up, new users may be offered a 20% discount on a three-month subscription, a 30% discount on a six-month term and a 50% discount on a 12-month contract. These [...]

  • Editorial Use onlyMandatory Credit: Photo by

    YouTube Institutes Stricter Harassment Policy, Won't Exempt Public Figures

    YouTube has promised to ramp up its fight against hate and harassment: The Google-owned video service announced changes to its harassment policy Wednesday, which include a ban on implicit threats of violence and insults that target someone for their race, gender expression or sexual orientation. “We will not tolerate harassment,” said YouTube’s global head of [...]

  • Janko Roettgers, Jeremy Legg, Vicky Colf,

    Listen: Inside HBO Max's Streaming Strategy With WarnerMedia CTO Jeremy Legg

    HBO Max may not be streaming to consumers until May 2020, but for Jeremy Legg, the hard work has already begun. The WarnerMedia chief technology officer is deep into the development of parent company AT&T’s highest priority next year. While rival efforts from Disney and Apple are already in market, he envisions launching a product [...]

More From Our Brands

Access exclusive content