Numbers prove: smart speaker marketing is more than just a trend

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Now, let's analyze how companies have been marketing smart speakers. First, it's worth noting that, at least in terms of the initial adoption rate, smart speakers are already outperforming smartphones.

This is what a recent study by Edison el salvador mobile database shows. Comparatively, the adoption rate is faster than when smartphones first appeared. According to the research, today 18% of Americans have at least one smart speaker in their homes, more than double the number recorded last year (7%).

Another study , carried out by the Gartner institute, predicts that the smart speaker market will reach the US$ 3.5 billion mark by 2020.

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Everyday essentials
Edison Research's survey brings more revealing data for brands. 42% of users say that smart speakers have become essential in their routines. One of the reasons given is the fact that the devices go beyond performing tasks, even keeping people company. Here, once again, it is impossible not to remember the film Her , directed by Spike Jonze and starring Joaquin Phoenix, in which a lonely man falls in love with the voice (Scarlett Johansson) and the artificial intelligence of his smartphone.

For those with children at home, these devices are immensely useful. 80% of users say that smart speakers make it easier to entertain their little ones, allowing them to access music or have stories read to them.