Mainstream Buyers Use Smart Speakers to Replace Existing Devices: NPR Research

Just when marketers were getting used to smart phones as their primary communications channel, smart speakers could displace them. That’s the implication of an NPR study that found the latest wave of smart speaker buyers were more likely than early adopters to use them for everyday tasks like ordering food and listening to the news, and less likely to apply new functions such as controlling home appliances. In fact, 43% of recent buyers specifically intended their smart speaker to help them reduce screen time, compared with just 24% of early adopters. Not good news if you’ve built your marketing programs around mobile phones.