This year's Smart Audio Report from Edison Research & NPR has dove into the current state and projection of the smart speaker consumer market. Edison projects that we're currently in the "Early Majority" of product adoption as of January 2018.
Other research takeaways include:
Consumers on why they own a speaker:
And the most popular activities/usage for users between first-adopters and early-mainstream users:
Tom Webster, Senior VP of Edison Research, had this to say about smart speakers: "In homes that have had smart speakers for at least a year, they are now the number one device for consuming audio. This has profound ramifications for anyone in media and advertising. For millions of Americans, smart speakers are truly the new radio."
In Canada, we are seeing adoption continue to rise. According to a recent article on Strategy Online, 8% of Canadians owned some sort of Smart Speaker technology in Q1 2018. One big note is that number jumps to 14% projection in the next 12 months during the survey for people that are likely to buy one.
Our internal listening across the leanStream audio network mirrors what we are seeing for listening on Smart Speakers.
With digital audio, brands can now run dynamic creative that plays when someone is listening on a smart appliance/speaker. With this targeting feature, is it time to think about your Smart Speaker audio strategy?