Kids Are Spending More Time with Voice, but Brands Shouldn't Rush to Engage Them

Stop and think about data collection

An interview with:
Dylan Collins

Kids are using smart speakers and voice assistants as much as—if not more than—adults, and that poses a problem for brands in the space: They could be unintentionally gathering and cataloging data from children younger than 13. Dylan Collins, CEO of child-oriented technology provider SuperAwesome, spoke with eMarketer's Sean Creamer about kids' smart speaker usage and how Amazon is setting a data-collection example for brands.


How likely are kids to be voice users, even though the devices were created with adults in mind?

Dylan Collins:

Kids have been flooding the internet for years, and they're adopting smart speakers at a faster rate than anyone expected. Our research found that 91% of kids between ages 4 and 11 in the US have access to a smart speaker or voice assistant. We also found that 26% of kids exposed to voice technology engage with smart speakers between 2 and 4 hours per week, and 20% talk to devices more than 5 hours a week.

Interview conducted on March 15, 2018