New Ofcom research shows UK ownership of smart speakers almost doubled during the pandemic.
Almost 22% had one of the devices from manufacturers including Amazon, Apple and Google in 2020, but the percentage has now risen to 39%.
Ofcom spoke to 100 smart speaker owners and 15 non-owners who tested one for the first time.
Research participants mainly used their smart speakers to listen to music, radio, news and weather updates. Latest industry figures show that 13% of all radio listening hours are now via smart speakers.
People generally felt they listened to the radio more than they had done before, and said their smart speaker allowed them to listen to a wider range of stations than previously.
Some described their speaker as being like a companion, particularly if they lived alone. They felt it was good for combatting loneliness and liked the fact they could talk to their speakers.
People who don’t have a smart speaker either didn’t see the point or saw it as a luxury rather than a necessity. However, a few were concerned about being listened to, although this was more of a secondary concern rather than the main barrier.
Most of our research participants saw their smart speaker news as an addition – rather than an alternative – to more in-depth news coverage, using it for instant headlines, but returning to TV, print or online news for more detail if needed.
