New research from Parks Associates finds smart speakers inspire strong brand loyalty among owners—97 percent of smart speaker households own only one brand in this device category. New research from 360 Deep Dive: Consumer Demand for High-End Entertainment Devices reveals two-thirds of smart speaker households own an Echo device, while almost one-third own a Google Home. Low-end models such as the Echo Dot and Google Home Mini are the most common products owned, but the trend of brand loyalty in this early market creates opportunities for device makers to upsell premium products.

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