A not-so-smart rise in smart speaker ownership

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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.

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