Voice Activation Up Because Covid
As of Spring 2020, one-quarter (24%) of adult Americans now own a Smart Speaker, up from 21% in 2019. Indeed use of Smart Speakers by their owners is on the rise, according to recent data from NPR and Edison Research.
Since the outbreak of COVID-19, 36% of Smart Speaker owners are using their devices more to listen to music and entertainment, with 55% using them for this purpose the same amount and 1 in 10 (9%) using them less.
These figures are closely mirrored by respondents’ recent use of Smart Speakers to listen to news and information (35%, 56% and 9% respectively).
This change in usage varies between age groups: half of 18-34 year olds are using their Smart Speaker more to listen to music and entertainment (52%) and news and information (50%) since the outbreak, while the same applies to only 18% and 16% of those aged 55+.
This growth in usage comes amid findings that on-demand listening has been growing rapidly among Americans.
Not only that, but comfort with the use of voice commands appears to have grown during the pandemic.
For the Spring 2020 survey almost two-thirds (63%) of adults reported ever using a voice-operated assistant, with smartphones (51%) the most common device for usage.
Among those who use voice-operated assistants, half (52%) at the end of Q1 said they do so at least once per day, up from 46% at the beginning of the year. Read the rest at Marketing Charts.