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.