Comparatively, 21.0 million people will make at least one purchase via smart speaker this year, according to our estimates—with the majority of purchases comprising of electronic media, such as movies or music. (Note: As we increased our smart speaker shoppers estimates, buyer percentages were subsequently lower than previously forecasted.)
"The smart speaker market is showing no signs of stopping, and with increased adoption comes increased use, including shopping," said eMarketer senior forecasting analyst, Jaimie Chung. "New users are testing out the shopping-related features of their devices, and early adopters continue to utilize voice to search for products, ask for prices, and more."