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Amazon Echo VDA device ownership in U.S. 2018, by age group

As of February 2018, the Amazon Echo smart speaker had an ownership rate of 24 percent among Americans between 18 and 29 years old. The ownership rate decreases among older demographic – only ten percent of Americans between 55 to 64 years old owned the device.

Smart Speakers

A smart speaker is a kind of wireless speaker with an integrated virtual digital assistant that, upon receiving voice command from users, performs tasks such as seeking information (news, weather, etc.), playing music, online shopping or making phone calls. As the pioneer in the smart speaker market, Amazon Echo was first introduced to the U.S. market in 2015 and quickly became a hot gadget. As of June 2018, the installed base of Amazon Echo reached 35 million in the United States. Coming later to the smart speaker show, Google quickly caught up with its Google Home device, shipping 23.4 million units worldwide in 2018, only 0.8 million less than Amazon.

Chinese Smart Speaker Vendors

As latecomers, the Chinese smart speaker vendors surprised the market with their impressive shipment numbers, largely thanks to the huge Chinese domestic market. Alibaba, Baidu and Xiaomi are the three leading Chinese players in the smart speaker market, each shipping millions of units in the most recent quarter.

Amazon Echo virtual digital assistant (VDA) device ownership in the United States as of February 2018, by age group

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Release date

February 2018


United States

Survey time period

February 01 to 04, 2018

Number of respondents

2,201 respondents

Age group

18 years and older

Method of interview

Online interview

Supplementary notes

The interviews were conducted online and the data were weighted to approximate a target sample of Adults based on age, race/ethnicity, gender, educational attainment, and region. Results from the full survey have a margin of error of plus or minus 2 percentage points.

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Statistics on "Virtual assistants in the U.S."

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