Smart Speaker Owner Demographics [CHART]

About 1 in 3 US adults (32%) reports owning a Smart Speaker as of August 2018, marking a 4% point increase from January of this year, according to a survey from Adobe. The study suggests that up to half of adults could own a Smart Speaker by the time the holiday season is over as a result of purchase intentions among adults yet to own the device.

It’s certainly possible that Smart Speaker ownership will jump during the holiday period. Earlier data from comScore revealed that these devices’ household penetration rose from 11% of households in November to 17% in December 2017, as they were among the best-selling devices.

This latest survey finds 18-34-year-olds most likely to report ownership of a Smart Speaker, with 40% doing so. One-third (33%) of 35-54-year-olds also report ownership, as do more than one-fifth of respondents ages 55-64 (22%) and ages 65+ (23%). Male respondents were more apt to say they owned a device than their female counterparts (37% and 27%, respectively). Read the rest at MarketingCharts.