Amazon Echo has 23% share of smart speakers

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According to a consumer survey from Strategy Analytics, the most popular smart speaker model in the US is the Amazon Echo, which accounts for 23 per cent of all smart speakers in use. Including all its models, Amazon accounts for 63 per cent of smart speakers in use, while Google accounts for 17 per cent and Apple 4 per cent.

The research also found that there is plenty of opportunity for other smart speaker brands: when asked to name one brand they would choose for their next smart speaker, 54 per cent of users chose either Amazon, Google or Apple, leaving nearly half the market open to competitors. Bose, Samsung and Sonos are the most preferred alternatives to the “big three”. The online survey interviewed 1011 users of smart speakers in the US in July/August 2018.

The survey also found that 88 per cent of smart speaker homes own at least one Amazon smart speaker, and 31 per cent own at least one Google smart speaker, indicating that many homes are happy to use different voice assistant platforms.  The survey shows that multiple ownership of smart speakers is already commonplace: 58 per cent of users say they have two or more smart speakers at home. 62 per cent use a smart speaker in the family room, 41 per cent in a bedroom and 39 per cent in the kitchen. 12 per cent have installed a smart speaker in the bathroom.

David Watkins, Director, Smart Speakers at Strategy Analytics said, “Amazon and Google may dominate today’s market, but this will not always be the case. Many consumers are ready to consider alternative brands, assuming they meet the high expectations identified in this study, including high quality audio, superior design and device compatibility.”


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