US Smart Speaker Users and Penetration, by Generation

Timeframe20222023202420252026
Millions
– Gen ZMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MillennialMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Gen XMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Baby boomerMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% Change
– Gen ZMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MillennialMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Gen XMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Baby boomerMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Voice Assistant Users
– Gen ZMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MillennialMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Gen XMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Baby boomerMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Internet Users
– Gen ZMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Gen XMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MillennialMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Baby boomerMaximum of two rows can be charted.
Deselect another chart icon to add this one.
% of Population
– Gen ZMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– MillennialMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Gen XMaximum of two rows can be charted.
Deselect another chart icon to add this one.
– Baby boomerMaximum of two rows can be charted.
Deselect another chart icon to add this one.

Source: eMarketer

Note: individuals of any age who use a smart speaker at least once per month; 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.

Become a Client
Powerful data and analysis on nearly every digital topic.