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Explore our Research →Google's AI summaries lead to far fewer clicks
Article |
Aug 27, 2025
The big answers: EMARKETER Daily quiz
Article |
Aug 26, 2025
Shoppers trust genAI more than brand websites for purchase advice
Article |
Aug 26, 2025
As Amazon’s Rufus gets its paws on publisher data, here’s how retailers should respond
Article |
Aug 26, 2025
YouTube TV risks engagement dip as Fox standoff escalates
Article |
Aug 26, 2025
Eli Lilly moves to file for approval of GLP-1 weight loss pill
Article |
Aug 26, 2025
Gen Zers are committed to saving money but using the wrong products to get there
Article |
Aug 26, 2025
Multiple signs of credit stress mean banks must have a plan to intervene
Article |
Aug 26, 2025
Google Translate evolves from utility app to engagement platform
Article |
Aug 26, 2025
Skylight is a TikTok alternative built on trust, not algorithms
Article |
Aug 26, 2025
About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Smart Speaker Users, by Generation
Among Adults
by Age
by Sex
by Generation
by Brand
Source: EMARKETER Forecast, May 2025 - June 2025
Note: individuals of any age who use a smart speaker at least once per month; Gen Alpha are individuals born between 2013 and 2024; Gen Z are individuals born between 1997 and 2012; Millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; Baby boomers are individuals born between 1946 and 1964
Additional 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 survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.