February 1, 2020

US Adult Smart Speaker Users, by Generation, 2020 (% of population)

Note

A smart speaker is a standalone device which 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.

Methodology

Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions; historical trends of the advertising market; historical trends of each medium in relation to other media; reported revenues from major ad publishers; estimates from other research firms; data from benchmark sources; consumer media consumption trends; consumer device usage trends; and eMarketer interviews with executives at ad agencies, brands, media publishers and other industry leaders.