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.