April 30, 2018

US Smart Speaker User Penetration, by Demographic, 2018 (% of population in each group)


eMarketer estimates that in 2018, 20.4% of US men will be smart speaker users, compared to 16.8% of women. By generation, 34.3% of US millennials will be smart speaker users, compared to 25.1% of Gen X and 11.3% of baby boomers.


A smart speaker is a standalone device that includes a voice assistant, such as Google Home, Amazon Echo, Apple HomePod, or Alexa-enabled Sonos One. Excludes smartphones, desktops/laptops, tablets, wearables, gaming consoles, TV consoles, VR headsets, cars, and smart-home devices.


Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.