Smart speaker penetration is highest for those aged between 35-54 years old, according to the latest research from Ipsos MORI. In Q1 2019, nearly one-quarter of respondents aged between 35-54 said they owned a smart speaker, above the overall level of 14%.

Smart speaker devices are least popular among those aged 65 and over, at just 6%. The 15-24 group is also below the overall average, at 11%. Consumption is increasingly at the expense of other devices, although basic tasks like checking the weather are most common.

Voice commerce is an area of growing interest for many brands. As a result, Google is currently battling Amazon for market share, although the latter currently dominates.