More than 43M people (18+) in the U.S. now own a smart speaker. And it’s no longer just the early adopters using these devices. New smart speaker owners are emerging as a distinct audience in terms of user profile, behavior and media habits, according to new research from The Smart Audio Report, a recurring study from NPR and Edison Research. The Spring 2018 release for the first time offers a preview into the realities of mainstream use and reveals opportunities across industries – from marketing and publishing to tech and services.
