Smart speaker ownership in the U.S. has grown from 28% in January to 32%, according to a recent report by Adobe Analytics. It also predicts that 48% of U.S. consumers will own a smart speaker after the holiday season of 2018.
Holiday season will boost sales of consumer electronics including smart speakers. Up to 79% of smart speaker sales occur during this time, says the research firm.
Voice-control devices are still relatively new in the mass market. It takes time for consumers to adopt the new user interface. However, it seems that most speaker owners are happy with their devices. Adobe Analytics reports that 45% of smart speaker owners want to buy another one and 23% want to buy one for someone else. Meanwhile, 23% of non-owners plan to buy one for themselves and 9% for someone else.
In terms of usage, most smart speaker owners asked voice assistants to play music (70%) and to report weather forecast (64%). Other popular voice queries include asking fun questions (53%), online search (47%), checking news (46%) and setting alarms and reminders (46%).
Also, 31% of the speaker owners used the devices for smart home control, which is categorized as an emerging use case in the Adobe Analytics report. Other emerging use cases include making calls (36%), shopping & ordering items (30%) and sending and receiving messages (24%).
Smart speakers’ growing smart home control usage, however, doesn’t stand for growing popularity of smart home devices. Some speaker owners may not have connected home appliances at home.
Voice shopping is another interesting usage category. According to an earlier report by The Information, only 2% of Alexa owners have purchased goods using their voice, while the Adobe Analytics report has 30% of smart speaker owners using voice to shop. The research firm points out that the percentage includes users who use smart speakers in the early stage of the shopping process, such as asking about product information and creating shopping lists. At least 25% of smart speaker owners placed one-time order via voice and 21% had re-orders.
Adobe Analytics’ research was based on a survey of 1,000 U.S. consumers who answered questions about smart speaker usage and voice computing.