Methodology
• National online survey of adults age 18 and older
• Conducted 2/28/2022 – 4/18/2022
• 1190 smart speaker owners
• 560 do not own smart speaker; use voice-operated assistants on at least one other device (Voice-users/no smart speaker)
• 584 do not use voice-operated assistants at all (Non-voice users)
• Tracking from previous online studies from Spring 2017, Spring 2018, Spring 2019 and Spring 2020
• In-depth interviews conducted via Zoom
• Interviews with smart speaker owners, smartphone voice assistant users, and those who do not use any voice assistance
• Follow up interviews with those who participated in ethnography interviews from The Smart Audio Report 2017
#SmartAudioReport
What’s new?
• VOICE IS EVERYWHERE: There has been incredible increase in the amount of voice
tech available at the consumer level and incredible increase in voice assistant usage
• USE IS INCREASING: As people become more familiar with the technology, some
increase usage and refine their habits to just the most useful skills
• MESSAGES ARE HEARD: Voice assistant users are receptive to ad messaging
#SmartAudioReport
Voice is Everywhere
#SmartAudioReport
35% of Americans 18+
own a smart speaker,
or around 100 million people
In 2021, 32% of U.S. adults 18+ owned a
smart speaker, or around 82 million people
Source: The Infinite Dial
Google Home is a trademark of Google Inc.
#SmartAudioReport
% of Americans 18+ who own a smart speaker:
9% increase
19% increase
29% increase
16% increase
32 35
13% increase 27
21
16 18
2017 2018 2019 2020 2021 2022
Percentage of those in the U.S. age 18+ who own a smart speaker
Source: The Infinite Dial
#SmartAudioReport
How it started How it’s going
Top three reason for getting Top three reason for getting
a smart speaker in 2017 a smart speaker in 2022
1) Listen to music 1) Listen to music
2) Ask questions without needing to type 2) Ask questions without needing to type
3) Seems like a fun new gadget 3) Seems like a fun new gadget
Base: Smart Speaker owners Base: Owned smart speaker for less than one year
#SmartAudioReport
Reasons for getting a smart speaker
that have increased since 2017:
Technology upgrades Access to media Accessibility
#SmartAudioReport
Reasons for wanting a smart speaker: Technology
39
Replace an old radio 31% increase
51
2017 - Total
2022 - Owned less than one year
48
Control Smart home device 10% increase
53
% saying it is a reason
Base: Smart Speaker owners
#SmartAudioReport
Smart speaker owners
Agree/Disagree: “Smart speakers allow for a
more convenient living experience”
86% agree
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Reasons for wanting a smart speaker: Media Access
36
Entertain children 36% increase
49
53
Discover new songs 19% increase
63
2017 - Total
2022 - Owned less than one year
40
Listen to podcasts 18% increase
47
% saying it is a reason
Base: Smart Speaker owners
#SmartAudioReport
Smart speaker owners
Agree/Disagree: “Smart speakers make it
easy to discover new content or events”
80% agree
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Reasons for wanting a smart speaker: Accessibility
12
Help an elderly person 150% increase
30
2017 - Total
2022 - Owned less than one year
16
Help with a disability 50% increase
24
% saying it is a reason
Base: Smart Speaker owners
#SmartAudioReport
Smart speaker owners
Agree/Disagree: “Smart speakers interactions are
short and easy, with low level of effort”
90% agree
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
User feedback about accessibility:
“There are some things it "Microsoft and Apple have accessibility “I found with my little son when
can't do. Voice recognition if features where you can use your voice to he's used it he may say
you have a speech problem command anything like writing things, like something and [voice assistant]
it can't individually interpret using a mouse through voice. But that's not says in a different way and that
what you're saying. It can't a mainstream feature, that's an accessibility gets him upset or frustrated, so I
be a fit for that one person. feature that if you know how to turn it on could see how that technology
It's uniform for everyone how to set up the settings you can actually could be a point of frustration
so it doesn't pick up on use voice. I'm not sure why they separate for the young or for the elderly
little nuances." it. I feel like the accessibility features or those that are having trouble
could be integrated into the full series communicating.”
– Herb, 50 all-access type thing because they are
really powerful." – Lauren, 42
– Derrick, 36
#SmartAudioReport
62% of Americans 18+ use
a voice assistant on any device
Source: The Infinite Dial
#SmartAudioReport
Total U.S. Online population 18+
Do you currently ever use a voice-operated personal assistant…
27
Smartspeaker
35
51
On a Smartphone
56
24
On your TV/TV remote
34
23 2020
In your car
29 2022
21
On a computer/laptop
24
19
On a tablet
24
9
On a household appliance
12
% saying yes
Spring 2022
Base: Total U.S. Online population 18+
#SmartAudioReport
How it started How it’s going
Debates about Debates about
smart speakers smart speakers
“always listening” “always listening”
#SmartAudioReport
Agree/Disagree: Smart speaker owners
You worry that hackers could use 48
your smart speaker to get access to
your home or personal information 52
38
It bothers you that your smart
2017
speaker is always listening
47
2022
You worry that your smart speaker 48
could allow the government to listen to
your private conversations 43
You trust the companies that make N/A
the smart speaker to keep your
information secure 58
Spring 2022 % agreeing
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners Do not own smart speaker
% of smart speaker % who say it is a reason they
owners who agree do not own a smart speaker
You worry that hackers could use
52 your smart speaker to get access to 50
your home or personal information
It bothers you that your smart
47 speaker is always listening 51
You worry that your smart speaker
43 could allow the government to listen 36
to your private conversations
You trust the companies that
58 make the smart speaker to 46
keep your information secure
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Smart speaker non-owners
How likely are you to purchase a voice-enabled speaker
in the next six months?
Very likely Somewhat likely Not at all likely
All smart speaker
non-owners 2017 13% 41% 46%
All smart speaker
non-owners 2022 9% 29% 62%
Base: Do not own a smart speaker
#SmartAudioReport
Voice Assistant Use is Increasing
#SmartAudioReport
Share of Time Spent Share of Time Spent
Listening to Audio Listening to Podcasts
through a Smart Speaker through a Smart Speaker
Base: U.S. Population 13+ Base: Podcast listeners
400% increase 200% increase
6
5
2
1
2017 2022 2017 2022
Spring 2022
Source: Edison Research Share of Ear Q1 2022
#SmartAudioReport
How do you listen to audio most often?
Smartphone AM/FM Smart Computer
Other
or tablet Radio speaker or laptop
Smart Speaker Owners
Spring 2017 28% 20% 18% 8% 26%
Smart Speaker Owners
Spring 2022 34% 19% 20% 11% 16%
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
% who listen to audio on smart speaker most often:
Total 20
Age 18-24 4
Age 25-34 17
Age 35-44 18
Age 45-54 28
Age 55-64 16
Age 65+ 21
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Voice-operated assistant users
How often do you use voice commands?
At least once At least once At least once
per day per week per month
Winter 2019 46% 25% 29%
Spring 2020 52% 22% 26%
Spring 2022 57% 23% 20%
Spring 2022
Base: Ever use voice-operated personal assistants
#SmartAudioReport
Average number of different types of tasks
requested on a smart speaker in a typical week:
2017: 2022:
7.5 12.4
Spring 2022
Base: Own a smart speaker
Average number of different types
of tasks requested on a smartphone
voice assistant in a typical week:
2020: 8.8
2022: 10.7
Spring 2022
Base: Own a smart speaker
Add an item to shopping list
Control household devices Tell a joke/something funny
Questions
Look up recipes/cooking requests Find restaurants/businesses
Play a podcast
Set a timer/alarm Read short stories
Play music
Play an audiobook
Order an item Connect with smart speakers outside home
Check/add to calendar Get the news
Make a phone call
Sports score/update Check the time
Play NPR
Add to to-do list
Order food
Listen to an AM/FM radio station
Play a game
Connect with smart speakers inside home
Spring 2022
Base: Own a smart speaker
Weather Get the traffic
#SmartAudioReport
The number of speaker owners who listen to a
podcast on their smart speaker in a typical week
increased by 22% over the past 5 years
(from 32% in 2017 to 39% in 2022)
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
% who ever listen to news on their smart speaker
Spring 2019 55
Spring 2020 62
Spring 2022 66
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
Time spent listening to news on smart speaker in a typical week
Less than 1 hour to less
than 3 hours 3 hours or more
one hour
Spring 2019 30 40 30
Spring 2020 25 43 32
Spring 2022 22 44 34
Spring 2022
Base: Own a smart speaker and listen to news programming on their smart speaker in a typical week
#SmartAudioReport
Smart speaker owners
Compared to the first month you owned your smart speaker,
are you using your smart speaker…?
About the
same amount
35%
More often
44%
Less often
21%
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Messages are Heard
#SmartAudioReport
Smart speaker owners
Has your smart speaker ever…?
Offered more information than you requested 51
Recommended a feature for your
41
smart speaker without your prompting
Suggested you purchase
31
something without your prompting
Spring 2022
Base: Smart speaker owners
#SmartAudioReport
Smart speaker owners
How much does it bother you when your smart speaker…?
Bothers you a lot Bothers you a little Doesn’t bother you at all
Offered more information
than you requested 18% 42% 40%
Recommends a feature for your
smart speaker without your prompting 24% 37% 39%
Suggests you purchase something
without your prompting 33% 40% 27%
Base: Smart speaker has ever done item described
#SmartAudioReport
Smart speaker owners
Have you ever heard an advertisement on your smart speaker?
No
Yes 37%
50%
Not Sure
13%
Spring 2022
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
“You are likely to respond to ads on smart speakers”
41% 53%
Of smart speaker Of smart speaker owners
owners agree who have heard an ad on
device agree
Spring 2022
Base: Smart Speaker Owners
#SmartAudioReport
Smart speaker owners
Compared to ads you hear in other places,
would hearing an ad on a smart speaker make you….?
More likely to No Less likely to
consider a brand difference consider a brand
Total
33% 55% 12%
Smart speaker
owners who
heard an ad on a 48% 47% 6%
smart speaker
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
If given the opportunity to interact with an ad on
smart speakers using your voice, how likely would you be to…?
Very likely Somewhat likely Not at all likely
Set a reminder 36% 41% 23%
Ask to be sent
more information 33% 37% 30%
Add an item to a
shopping cart 33% 32% 35%
Base: Own a smart speaker
#SmartAudioReport
Smart speaker owners
Agree/Disagree: “Brands that advertise on
smart speakers are innovative”
66%
of smart speaker
80%
of smart speaker
owners agree owners who have
heard an ad on
Spring 2022 device agree
Base: Own a smart speaker
#SmartAudioReport
Takeaways
• VOICE IS EVERYWHERE: There has been incredible increase in the amount
of voice tech available at the consumer level and incredible increase in voice
assistant usage
• USE IS INCREASING: As people become more familiar with the technology,
some increase usage and refine their habits to just the most useful skills
• MESSAGES ARE HEARD: Voice assistant users are receptive to messaging
#SmartAudioReport
[Link]/smartaudio
