Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

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