NuVoodoo study sees potential for radio success among Amazon Echo owners

Intelligence company NuVoodoo Media Services shared information about smart speaker ownership from its Ratings Prospects Study. The company asked almost 3,000 participants between the ages of 14 and 54 about the Amazon Echo and Echo Dot, and found an overall ownership rate of 15.5%. Among smart speaker owners, 46.1% said they use the products to listen to AM/FM radio. Weather was the leading content on the Echo devices at 49.6%. Spotify and Pandora held the third and fourth spots with 45.1% and 42.9% shares, respectively, from the respondents.

“The data suggest that radio is getting usage on these smart speakers, but don’t think for a moment that habits have solidified yet,” said Leigh Jacobs, NuVoodoo’s executive vice president of research analysis. “People are trying all sorts of different sources and services. With Amazon rolling out a lower-priced Echo, more households will have smart speakers in several rooms.”

“Broadcast radio has a tremendous advantage, since once we’ve programmed Alexa for the skills we want her to have, we can train listeners how to access those skills using our airwaves,” NuVoodoo President Carolyn Gilbert said. “It’s like any other advertising or promotion we carry on the air. People will learn what to say to be able to listen to our new morning podcast – just like they learn which home services company to call to fix their air conditioning.”