72%

of parents who own voice-activated speakers said they are likely to use them to buy something in the next month, compared to 51% of non-parents.

Google/Peerless Insights, “Voice-Activated Speakers: People’s Lives Are Changing,” Parents n=844, Non-Parents n=798, U.S. monthly active voice-activated speaker owners (Amazon Echo/Dot and Google Home), A18+, Aug. 2017.

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Why parents are voice-assistance power users

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76%

of parents say they typically use their devices while doing other things, compared to 62% of non-parents.
Google/Peerless Insights

Tasks done at least weekly

Parents 03 Graphic
Google/Peerless Insights

How they typically use it

Parents 04 Graphic
Google/Peerless Insights
Top five things parents say their children do on their voice-activated speaker
Google/Peerless Insights

Searches for parenting/family-related apps, such as "allowance and chores app for kids" and "brushing teeth app for kids free," have grown 65% YoY.
Google Data
51%

of people 55+ said a top reason for using voice-activated speakers is “it empowers me to instantly get answers and information.
Google/Peerless Insights