NPR, in conjunction with Edison Research, conducted a national online survey of 1,620 Americans (ages 18 and up) to learn more about the habits of people who own smart speakers like the Amazon Echo and Google Home. The study found that 70 percent of smart speaker owners say they are listening to more audio at home since buying the device, and 42 percent say that the device has become "essential" to their everyday life. Check out NPR's press release below for more info.
According to The Infinite Dial 2017, 7% of Americans 12+ own a "Smart Speaker," the category of voice-controlled devices that includes the Amazon Echo and Google Home. Now, for the first time, a new study from NPR and Edison Research reveals the habits and behaviors of Smart Speaker owners. This study, entitled "The Smart Audio Report from NPR and Edison Research," reveals that 70% of Smart Speaker owners say they are listening to more audio at home since acquiring their device.
In addition, 65% of Smart Speaker owners indicate that they would not want to go back to their lives before getting one of these devices. Indeed, 42% of owners say that their device is now "essential" to their everyday lives.
One of the more intriguing findings was the appeal of these devices to parents. Eight in ten parents say these devices have made it easier to entertain their children, and nearly 90% say their children enjoy Smart Speakers. In fact, 57% of owners with children at home say that entertaining children was a reason for wanting the speaker.
"Being a leader in audio programming, NPR was eager to work with Edison on this study, so we could best understand the role smart speakers play in everyday life and how listening behavior is shifting. This important research will guide us as we enhance the NPR experience on this platform," said NPR's Chief Marketing Officer Meg Goldthwaite. "Listeners love and trust NPR, and we are already the news source for Amazon Alexa, Google Home, and soon on Apple's Homepod. We aim for NPR to be everywhere people are listening."
"Although Smart Speakers have not been around for very long, nearly one in five owners say that these devices are the way that they most often listen to audio," noted Edison VP of Strategy Tom Webster. "The frictionless way in which these devices enable audio consumption is already changing listening behaviors, and potentially increasing audio consumption overall."
The Smart Audio Report, from NPR and Edison Research, contains numerous insights that have never before been reported on audio consumption, usage behaviors, ties to Smart home technology and more. The study was presented for the first time today at the RAIN Podcast Business Summit in New York. A full report on the findings will be available to download from Edison Research after a public webinar happening Wednesday, June 28, from 2-3PM ET. Register for the webinar here.
How This Study Was Conducted
The Smart Audio Report is based upon a national online survey of 1620 Americans ages 18+. 800 respondents indicated that they owned at least one Smart Speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both.) 820 respondents did not own a Smart Speaker device, and were surveyed for comparative purposes. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2017 from Edison Research and Triton Digital.
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• Attack of the Smart Home Devices at HomeTheaterReview.com.
• The Day I Finally Embraced the Internet of Things at HomeTheaterReview.com.