One in every 5 Wi-Fi households in the US owned at least a single Smart Speaker as of February, reveals comScore in a new examination of the devices, meaning that Smart Speaker penetration doubled in just 6 months. The biggest jump in household penetration came between November (12%) and December (17%) of last year, which comScore attributes to the devices being featured in Black Friday promotions and advertising.
(For comparison’s sake, a new Parks Associates study suggests that 15% of US braodband households owned a Smart Speaker with a personal assistant as of Q4 2017, which is generally in line with comScore’s figures.)
A growing number of households are also using multiple Smart Speakers, per comScore’s report. As of February of this year, 3 in 10 Smart Speaker households featured multiple such devices, up from 20% in June 2017. In fact, more than 1 in 10 Smart Speaker households had at least 3 devices as of February. Read the rest at MarketingCharts.com.
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