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Study also finds more than one in six online households already owns a voice-controlled smart speaker such as an Amazon Echo or Google Home

The “Alexa Revolution” continues. Detroit-based research and consulting firms Jacobs Media Strategies and jācapps, along with partner Sonic Ai, today revealed details from a new national online study showing that one in five (20%) respondents age 13 and older with Internet access plan to purchase a voice-controlled smart speaker such as an Amazon Echo or Google Home during the 2017 holiday season.

Notably, more than one in six online households (18%) now own at least one smart speaker, with 40% of this group already having two or more of the devices in their household. Smart speaker owners are also especially likely to purchase another of these voice command gadgets for themselves or as a gift this holiday season. In fact, six in ten smart speaker owners (61%) plan to purchase at least one more device during this all-important gift-buying cycle.

The study also shows that one in ten online households (11%) specifically owns an Alexa-enabled Amazon smart speaker such as the Echo, Echo Dot and Show devices; the majority of these owners (69%) have at least one Alexa “skill” enabled, while 45% have two or more Alexa “skills” enabled.

This study was designed by Jacobs Media Research Director, Jason Hollins. “New technologies such as the proliferation of smart speaker devices undoubtedly bring challenges to the AM/FM landscape, but with that comes vast opportunities for radio as well as audio consumers alike,” said Hollins.

Bob Kernen, COO of jācapps, notes, “With Black Friday and Cyber Monday now in the rearview mirror, both Amazon and Google continue to compete heavily to get as many of their smart speakers, now at their lowest price points ever, into as large a number of households as possible. This data strongly suggests smart speaker ownership will take off in the coming weeks.”

“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,” said Steve Goldstein, co-founder of Sonic Ai.

To download summary slides, visit:
jacobsmedia.com/smart-speaker-holiday-study-2017/?clientkey

Methodology
From November 17 to November 21, 2017, Jacobs Media Strategies, jācapps, and Sonic Ai conducted a nationally representative web survey among 1,005 online respondents age 13 and older using the Survata Publisher Network. Survata’s full methodology can be found at survata.com/methodology.

About Jacobs Media Strategies
Jacobs Media Strategies is a Detroit-based research and consulting firm, specializing in work with commercial radio, public radio, and digital media companies to inspire innovation, as well as to generate audience and revenue growth.

About jācapps
jācapps is the leading developer of mobile applications for the radio industry. With over 1,100 apps developed generating more than 25 million downloads, jācapps focuses on creating strategic mobile solutions. Developing smart speaker skills is part of the company’s App Everywhere™ strategy, providing mobile connectivity on smartphones, in cars via Apple CarPlay, Android Auto, and Ford’s Smart Device Link.

About Sonic Ai
Sonic Ai is a partnership between jācapps and AmplifiMedia, designed to create smart speaker software for radio stations, podcasters and media companies for the Amazon Echo and Google Home voice assisted devices.

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