What Does Growth Look Like?
Younger Gen Xers and older millennials behave similarly when it comes to smart speakers. Like millennials, Gen Xers are also early adopters of the technology, though at a slightly lower level.
This year, we expect 16.5 million Gen Xers in the US will use a smart speaker. That's roughly a quarter of the Gen X population and a 30.8% increase from 2017.
"While Gen Xers are less likely than millennials to use voice assistant technology on any device, those who are voice tech users are more likely than millennials to use the technology on a smart speaker," said eMarketer forecasting analyst Jaimie Chung. "Millennials are more willing to use voice technology on the go and out in public, while Gen Xers are still confining their voice assistant usage to their homes via their smart speakers."