Study: Nearly One In Six Australians Now Own A Smart Speaker
Despite still being classed as an emerging technology, almost one in five Australians now own a smart speaker, according to new research from Nielsen.
The survey found 14 per cent of Australians has one of these devices, with NSW the home to 949,000 residents with a smart speaker.
This was followed by Victoria (900,5520), Queensland (608,749), WA (229,092), SA (124,508), ACT (46,115), NT (33,068) and Tasmania (31,168).
Nielsen digital industry lead Australia Lyndal Cowling recommended marketers and brands look at the number of Australians who now own these devices and “be considering how they can add smart speakers into their toolkit to reach consumers.”
Per capita, Victoria and NT had the highest percentage of residents with a smart speaker, both with 17 per cent.
Next was Queensland (15 per cent), NSW (14 per cent), ACT (13 per cent), WA (10 per cent), SA (9 per cent) and Tasmania (7 per cent).
Nielsen also found the majority of smart speaker devices are owned by millennials.
Of those who have smart speakers, 79 per cent choose Google Home, followed by Amazon Echo (seven per cent) and Apple Home Pod (three per cent).
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I was first going to say 17% is actually much, much closer to 1 in SIX, not 1 in 5.
But then looking at the orig Nielsen release – it says 14% , not 17% ownership, so that part in par 1 should be amended too.
(source for me saying 14% = https://www.nielsen.com/au/en/insights/2019/talkin-to-technology/ )