Smart Speaker Penetration 43%, Persons 14-54


The latest NuVoodoo Ratings Prospects Study of 3,084 respondents, ages 14-54 and across all PPM markets, revealed that smart speaker penetration is up to 43% among persons 14-54. Penetration is even deeper among those likely to end up in a Nielsen sample.

Additionally, a prime placement for smart speakers is turning out to be the bedroom — the home turf for radio once because of the ubiquity of the clock radio, but clock radios are now about as common as rotary phones.

While listening to a favorite local FM station is a pretty common thing for smart speaker owners to try, the study shows that listening to digital pureplays on smart speakers is gaining traction.

Leigh Jacobs, Executive Vice President, Research Insights, NuVoodoo Media Services, said: “Spurred by verbatim comments picked up in client studies in the past year, we asked smart speakers owners to agree or disagree with this statement: ‘I’ve had problems when asking smart speakers to play one of my favorite AM or FM stations.’ Forty-six percent of smart speaker owners agree. That’s a lot of potential occasions snubbed out because the Alexa couldn’t find what they were asking for or played the wrong thing.”

NuVoodoo will dive deeper into smart speaker penetration in the first installment of its Spring 2019 Webinar Series starting on Tuesday, February 19 at noon Eastern (with four more opportunities to participate through Monday, March 4).  

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