A new survey by Jacobs Media Strategies, jacapps and Sonic Ai reports that 20% of online households in the U.S. plan to purchase a smart speaker during the 2017 holiday shopping season. The survey was collected online during the week prior to Black Friday and collected 1,005 responses.
Another important finding is that 61% of current smart speaker owners intend to purchase more devices during the holiday season. This is not surprising as Walmart sold out of the Google Home Mini early on Black Friday and both Amazon and Google are running aggressive discounts. This is coupled with a generally favorable reception by consumers of the products. A recent Reddit thread had numerous Redditors commenting that they had recently added their third, fourth or fifth device.
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Steve Goldstein, co-founder of Sonic Ai commented, “Smart speakers are clearly the must-have gadget for the holidays. Like anything else, habits will form quickly which is the remarkable opportunity for broadcasters and podcasters. They need a smart audio strategy for smart speakers.” The report also found that 11% of U.S. Households own an Amazon Alexa smart speaker today and that almost 70% have at least one Alexa skill enabled.
We are clearly seeing data pile up that show smart speakers are becoming a must-have home appliance. The sales estimates may well fall short again as we see more demand than the experts expected.