What is the demographic for Amazon Alexa owners

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What is the demographic for Amazon Alexa owners

Hello there! Thank you for asking Wonder to research the demographic for Amazon Alexa owners.

I searched extensively for data specific to Alexa's active users, but I could find no source with this specific information. I did find a variety of other sources which help flesh out a picture of these users, and these sources include statistics and other valuable data.


10K APP MILESTONE

In very recent data, a February 23, 2017 report from Fortune mentions Alexa's milestone of reaching the 10K app mark, triple the amount available last September, according to Amazon's developer blog. As far as usage, Amazon is notoriously tightlipped. According to Fortune, "How many Echo connected speakers has it sold? Amazon won't say, but market research firm Consumer Intelligence Research Partners estimates that the number to be about 8.2 million units in the U.S."

In another article about Amazon's Alexa feat, Wired gave some additional context: "While 10,000 may seem like an arbitrary milestone, it’s an instructive one, especially when you consider how fast it’s come. Last June, a full year after the ASK launched, Amazon announced that Alexa had reached 1,000 skills. By September, that number had tripled. In January, Alexa’s skills catalog swelled to 7,000. It took just over a month to tack on another three thousand.


ECHO SALES REACH 5M IN TWO YEARS

In a Constant Contact report from November 2016, an estimated 5.1M of Amazon's Echo (smart speaker with Alexa) had sold since its 2014 introduction. Awareness of the device increased dramatically over the previous year, according to the report, with data from US Amazon customers indicating indicating it grew to 69 percent as of September 30, 2016, up from 20 percent from March 31, 2015.
ECHO'S USERS

In a January 2017 article titled "Amazon Echo is officially mainstream," Slice Intelligence reported that "the demographics of Echo device owners are evolving, as women add Amazon’s smart speaker to their households in increasing numbers. This trend culminated in December, when 50 percent of Echo revenue came from women, compared to only 23 percent at launch." Additionally, more than a third of Echo revenue from the past two years has come from members of Generation X, and Baby Boomers made up 31 percent of all Echo purchases since January 2015.

The report also states that after Echo's launch, 40 percent of purchasers were heavy online shoppers, spending more than $5K annually online, but by the 2016 holiday season heavy online shoppers accounted for only 28 percent of first-time buyers.


OLDER ADULTS BEFRIEND ALEXA

An interesting report from MarketWatch in March 2016 noted that among the 30K customer reviews about Echo on Amazon's website, it had a growing customer base of disabled adults and the elderly. "Among the more than 30,000 customer reviews on the Amazon website are those from caregivers for wheelchair-bound relatives who love the control that Alexa gives them over their environment, and also from family members of older adults who enjoy Alexa’s companionship and help, according to the report.

The device was not designed for this demographic, which is part of what makes it appealing. "The device avoids the bland aesthetic that has traditionally characterized assistive devices, which turns off consumers who don’t self-identify as old — that is, pretty much everyone," the report states.


33 MILLION VOICE-FIRST DEVICES BY END OF 2017

Ad Age reported February 7, 2017 that a lot of people are clamoring for Amazon's Alexa data, but Amazon is being stingy. Among what is available, however, is this: "By the end of this year around 33 million voice-first devices will be in circulation, according to a new report from analytics firm and Amazon partner VoiceLabs, which cites research from Consumer Intelligence Research Partners, shopper data firm InfoScout and VC firm Kleiner Perkins Caufield and Byers," according to Ad Age.


USE CASES

A report from Fast Codesign has additional useful statistics. The author mentions the traditional dearth of user information from tech companies, and this article relies on data from Silicon Valley venture capitalist Mary Meeker. Notable numbers about use cases include:

**60 percent of "users of voice features do so because it’s easier when their hands or eyes are occupied

**36 percent users of voice features use them in the car

**5 percent of all Amazon users now own an Echo.


OVERALL VOICE ASSISTANT USERS

Perhaps the most useful data came from a January 2017 report from MetaFacts at Technology User, with data about overall users of voice assistants across devices from average connected adults:

**The average age of voice assistant user is 37

**54 percent of users are Millennials (which this report defines as 18 to 35 year olds)

**"Use of voice-enabled speakers such as the Amazon Echo is strongest among adults age 25 to 44, and less so for 18-24 and 45+," according to the report

**Full-time students and full-time employees show above-average usage levels: 48 percent and 43 percent, respectively.


PAID REPORT

If you seek additional results, DMR has a report from February 19, 2017 titled "130 Amazing Amazon Statistics and Facts (November 2016)" for purchase. It promises a variety of numbers, though it does not specifically state that it includes Alexa or Echo data.

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Thank you for the opportunity to research this interesting and timely request. While I could not find specific Alexa user data, I hope the numbers, reports, and links I have provided will prove useful to you. We appreciate you choosing Wonder for your research needs!




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