Multiple Echos, Multiplied Usage

We recently looked at Amazon’s limited success in encouraging Echo owners to have multiple Echos in their homes. (70% have only one device.) The theory is, using multiple Echos solidifies a household commitment to the Alexa platform. So we compare the usage patterns of single Echo owners vs. those with more than one. 

We have long asked consumers about four core uses of the Alexa platform:

• listening to music or other streaming audio content

• asking questions, as an Internet browser interface

• setting alarms and timers, creating alerts, and managing lists

• controlling connected devices such as lighting, thermostats, or security systems.

Among all users, listening to audio content is the predominant use, with queries like weather reports and other questions not far behind.

Across all four use categories, owners of multiple Echos use their devices more than those with only one device. For example, 63% of multiple device owners listen to music at least daily, compared to 53% of single device owners (Chart 1). The difference between multiple and single device owners is even more dramatic.