Back in May, Ofcom's Online Nation report revealed the following data on smart-speaker usage:
- 20% of UK homes now have a smart-speaker compared with 13% two years ago
- 56% use theirs to listen to live radio
- 47% search for information
- 46% ask about the weather
- 36% set alarms and schedule reminders
- 34% get news reports
If one thing's for sure, it's that linear radio is not dying. We know reach has long remained static, hovering around the 90% mark, and digital now accounts for 56.8% of all listening. The device is changing but the overall number is not.
RAJAR's latest MIDAS survey also found that 75% of listening on smart-speakers is to live radio, vs 23% for podcasts/listen again, having grown its share of all radio listening to 7% (sounds small in the grand scheme of things but it's early days and DAB & FM still dominate - smart-speakers are now level with PCs which have been mainstream for a lot longer and just six percentage points behind smartphones).
With many homes being wireless-less, smart speakers are effectively reinstating the good old-fashioned radio which is something to celebrate.
Of course, going forward as online sees further growth, competition from both more radio stations and new skills/services will only increase as it becomes more and more of a level playing field.
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