Strategy Analytics: Despite security concerns, 88% of UK users are satisfied with smart speakers

Nearly a quarter of UK households now own a smart speaker, and while many users have concerns about security, the vast majority are happy with their devices. A new survey of over 1,000 smart speaker owners by Strategy Analytics found that three in five users are concerned that voice-controlled devices will record them without their consent, while nearly half would not share payment information through their smart speaker. However, 88% of users are happy with their smart speakers, with three quarters saying they are much more useful than expected. Over 60% prefer using voice over a touchscreen or keyboard, and 50% even say they now can’t imagine life without a smart speaker. These results are based on an online survey of 1,048 smart speaker owners conducted in July/August 2019.

The report also found that 31% of non-smart speaker owners plan to buy a smart speaker for the first time in the next 12 months. Although people with security concerns are a small minority of these potential buyers, 13% said they have not yet purchased because they are concerned about security, while 7% said they do not want their data shared.

Additionally, two-thirds of current smart speaker owners say they will definitely buy another smart speaker, with nearly a third saying they will do so in the next 12 months. More than half of smart speaker owners already have more than one smart speaker in their home, reaffirming how these devices are central to the emerging smart home lifestyle.

David Watkins, Director of Smart Speakers and Screens at Strategy Analytics, said: “Contrary to suggestions that people are abandoning smart speakers due to security concerns, our findings show that consumer satisfaction with smart speakers remains high. At least for now, users are happy to take the risks in exchange for the many benefits that smart speakers can bring to their daily lives.”

David Mercer, principal analyst at Strategy Analytics and author of the report, added: “Some media outlets regularly publish ‘horror stories’ about big tech companies and cast doubt on new technologies, but the reality is that most users pay little attention to them. They may have legitimate concerns, but the benefits of voice technology are so great that most people will ignore them.”