Smart speaker ownership soars and brings AM/FM radio back into the home

Written By

Liz Iversen

Published On

Friday, Jan 22
Couple talking command to smart speaker.

Smart speaker ownership has quintupled since the first quarter of 2017, according to Edison’s “Share of Ear” study. As of Q3 2020, over one in three Americans owns a smart speaker. Among people aged 18-34, 39% own a smart speaker, and 37% of people aged 35-54 own one. In a new Westwood One blog post, Pierre Bouvard reported these additional smart speaker-related findings:

The amount of AM/FM radio listening occurring via the online stream is growing

AM/FM radio is now number one in ad-supported audio share on American smart speakers, according to Edison’s “Share of Ear.” The study found that online streaming accounts for:

  • 11% of total AM/FM radio listening among people 18 and over, 
  • 13% of all AM/FM radio listening among people aged 25-54, and 
  • 14% of listening among people 18-34.

In 2015, AM/FM radio streaming accounted for only 5% of total AM/FM radio listening. 

Smart speaker owners are upscale, employed, and educated

American smart speaker ownership skews employed, professional, and college educated. 59% of smart speaker owners have a household income of $75K, and 45% have a household income of $100K+, according to Nielsen Scarborough.

Smart speakers ideal for reaching new car buyers

Smart speaker owners are 26% more likely to be in the market for a new vehicle in the next 12 months, according to Nielsen Scarborough. They are also 56% more likely to be in the market for a luxury vehicle, 52% more likely to be in the market for a hybrid/electric vehicle, and 35% more likely to be in the market for a pickup truck or SUV.

With 91% of all time spent with smart speakers occurring at home, smart speakers are a tremendous tool for reaching AM/FM radio and streaming audio listeners when they are available to make a purchase. To get your brand’s message into the homes of smart speaker listeners, contact SMI today.

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