A not-so-smart rise in smart speaker ownership

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

As of January 2022, 35% of people ages 12 and over in the US owned a smart speaker, up just 2 percentage points from the year before. That’s following an increase of 6 percentage points year over year in 2021.

Beyond the chart: The leader in this increasingly stagnant market is Amazon. Per our forecast, 19.4% of the US population will be monthly Amazon Echo users in 2022, and that figure will rise only slightly to reach 20.0% in 2025 as other brands like Apple grow in this space. Overall, consumers most commonly turn to smart speakers for simple tasks like playing music. Just 26.8% of smart speaker users ages 14 and older used the devices to make a purchase in 2021.