It’s a speaker; it’s an assistant, it’s a voice activated light switch. It can call an Uber, your wife, or place an order to Amazon. The smart home assistant device falls within a few categories, so what do buyers intend to use it for? Using our data, we take a dive into the habits of owners, and potential buyers to gauge interest and use.

Smart home assistant graph detailing who already owns one and who intends to buy one in the future.

Smart Home Assistant Owners

When exploring the habits of people who own smart home assistants, one use trend becomes apparent. People who own an Alexa or Google Home are more likely to be streaming music listeners. They’re also more likely to subscribe to Netflix. Also, this group is more likely to go to the movies at least once a month.

In regards to age, they’re more likely to be between 18-34 years old. Typically, these smart home assistant owners are higher-than-average earners for their age group.

From the above habits, a narrative emerges. While this group is first to buy the smart home assistants, it doesn’t seem like they use it purely, or primarily, for smart home assistance. More likely, they use it as a home speaker, based on their media consumption habits. It wouldn’t be too far a jump to assume these users bought this item to be a home speaker, with the bonus of smart technology built-in.

Smart Home Assistant Soon-To-Be-Owners

While current smart home assistant owners are media savvy and might own a smart speaker for entertainment value, soon-to-be-owners have a different use case scenario.

People who intend to buy smart speakers are nearly twice as likely to want to buy other smart home products than people who already own a smart speaker. They fall into the older 35-55 age group. They are more likely to own a home, as compared to people who already own smart home assistants.

This group seems to be interested in a smart home assistant for more connected home reasons. They own their homes and might be interested in a more automated smart home experience. Both Alexa and Google Home boast their home automation abilities that control everything from lightbulbs to the temperature in the home. For people intending to purchase a smart home assistant, connectivity and tech might be a higher priority than audio.

Smart home assistants offer a plethora of different functionalities, making it possible for a single product to appeal to many different consumers. Google Home and Alexa should take advantage of this, marketing the products to appeal to many different buyers.