Over 10% of American and British adults own and use a smart speaker, according to the latest data from the Reuters Institute for the Study of Journalism. Following increasing popularity in the devices, the US recorded a penetration of 13.8% in September 2018. The UK was just above the one-in-ten mark, at 10.4%.

Strong growth in popularity can be seen across the three markets studied. The US reported the largest increase, with penetration rising 9.8 penetration points (pp) between 2017 and September 2018. The UK was close behind, growing 8.8pp over the same period. While September 2018 data for Germany is not available, penetration rose 4.0pp between 2017 and January 2018.