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Smart Speaker Usage in Detroit: A Conversation With Alexa

Me: Alexa, how many consumers In Southeast Michigan have access to a smart speaker?

Alexa: According to a recent Nielsen study, 997,807 Detroit adults own a smart speaker. This is 28.4% of the local population.*

Me: Alexa, what exactly is a smart speaker?

Alexa: According to Wikipedia, A smart speaker is a type of loudspeaker and voice command device with an integrated virtual assistant that offers interactive actions and hands-free activation with the help of one “hot word” (or several “hot words”). Some smart speakers can also act as a smart device that utilizes Wi-Fi, Bluetooth and other protocol standards to extend usage beyond audio playback, such as to control home automation devices. This can include, but is not limited to, features such as compatibility across a number of services and platforms, peer-to-peer connection through mesh networking, virtual assistants, and others. Each can have its own designated interface and features in-house, usually launched or controlled via application or home automation software. Some smart speakers also include a screen to show the user a visual response.

Me: Alexa, what brand of smart speakers are Detroit consumers likely to own?

Alexa: According to estimates from Consumer Intelligence Research Partners, Amazon’s Alexa and Echo dominate the market with a 70% share followed by Google Home with 25% and Apple HomePod with 5%?

Me: Alexa, What are the activities Detroit consumers are most likely to use their smart speakers for?

Alexa: According to Adobe Analytics, 75% of smart speaker owners use their devices to play music. Sixty-five percent of owners ask their device about the weather and 48% use their smart speaker to set alarms and reminders?

Me: Alexa, which type of audio sources are Detroit consumers most likely to connect with using their smart speakers?

Alexa: According to Edison Research, AM/FM radio stations account for 24% of the time consumers spend listening to audio on smart speakers. Amazon Music is used 15% of the time. Pandora and Spotify, respectively, account for 12%.

Me: Alexa, if I want audio commercials for my Detroit small business to be heard on a smart speaker, which are the best advertising-supported options?

Alexa: According to, Edison Research, among ad-supported media, AM/FM radio stations account for 39% of all time spent listening to audio on smart speakers. 

Me: Are Detroit consumers likely to listen to advertisements on their smart speakers?

Alexa: According to the newest NPR/Edison Research Smart Audio Report, half of smart speaker owners say they have heard ads on their devices. Fifty-three percent of consumers who have heard ads say they are likely to respond to the commercials.

Me: How likely are Detroit consumers who don’t own a smart speaker now will buy one during the next six months?

Alexa: According to to the newest NPR/Edison Research Smart Audio Report, 38% of non-smart speaker owners are very or somewhat likely to purchase a voice-enabled speaker in the next six months.

Me: Thank you, Alexa!

Alexa: You’re welcome.

*The answers above are not from actual Alexa search results. The answers, however, are based on research, from the cited sources. Alexa is a trademark of Amazon Technologics, Inc.

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