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Smart Speaker Usage Is Growing according to eMarketer

Posted in SEM by Dennis E. K. Nielsen

eMarketer just released an interesting study on Smart Speaker Users in 2019. In 2019 China will be home to 85.5 million smart speaker users, surpassing the 74.2 million in the US. This means that 26% of internet users in the US will also be Smart Speaker users, while it's "only" 10% in China. In Europe United Kingdom is in the lead, with a penetration rate of 22.4% followed by Germany with 17.2% and France with 14%. The data does not surprise me, given that smart speakers were the hottest Christmas gift in 2018 and Amazon even experience a small breakdown, due to too many new devices. It will be interesting to see how this develops throughout the year and which image it will have on behavior especially usage.