The Smart Speaker Frenzy and Why It’s Happening

January 23, 2020
Industry News
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marketing@comscore.com

If you’ve been technology shopping this past 2019 holiday season, or you tuned into the January 2020 Consumer Electronics Show (CES), you’ll no doubt have noticed smart speakers everywhere. 

Why are device manufacturers in a frenzy over smart speakers, and is the excitement reflected by U.S. consumers? 

Comscore’s Total Home Panel gives advertisers and agencies, device manufacturers, and content owners access to audience measurement on smart speakers, connected TVs, gaming consoles, over-the-top devices, wearables, and more. In this blog post, we’ll use this data to explore the prevalence of smart speakers in wi-fi connected households, then examine how audiences think of and engage with their devices.

1) Homes are going virtual, and smart speakers are a big driver

Indeed, U.S. homes are now more connected than ever. In November 2019, the average U.S. home had 9.2 connected devices, of which, audio devices were the most prevalent category after mobile, connected TV and computers/laptops. 

Homes are becoming more and more connected, and over-the-top (OTT) devices and Internet of Things (IoT) devices are a big driver of this. 

2) Smart speakers see more use during morning hours

It is interesting to see that smart speakers see steady usage throughout the day, but most particularly during morning hours, namely 8 a.m. to noon. (Data-wise, we see this as the percentage of a smart speaker’s daily data received – which we can interpret as how much more a smart speaker is used during certain hours.) Both phones and streaming boxes/sticks see much more use during after-work hours in the evening, from 5 p.m. to 10 p.m., which is expected as those are hours when the majority of audiences have time to relax. 

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