Amazon Accounts for 63% of Smart Speakers in Use According to Strategy Analytics

October 23 2018, 01:05
Smart speakers are the hottest segment in consumer electronics, and Strategy Analytics has completed a major new survey of the first wave of users, to understand purchase motivations, usage, satisfaction and ownership patterns. The company's research leaves us in little doubt: smart speakers are a hit with the vast majority of people who are now using them (17% of the US screener population sample). Satisfaction levels are typically in the 90% range, and nearly two-thirds of users expect to buy another one within the next two years.

This Strategy Analytics report presents the results of a consumer survey carried out with 1011 smart speaker users in the US in July/August 2018. According to the survey, the most popular smart speaker model in the US is the Amazon Echo, which accounts for 23% of all smart speakers in use. Including all its models, Amazon accounts for 63% of smart speakers in use, while Google accounts for 17% and Apple 4%. 

These findings have been published by Strategy Analytics in its report “Smart Speaker User Survey – US Results”. 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% 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. (editors note: the fact that Strategy Analytics spefically mentions "Samsung" in this report is dubious since the brand is not "top of mind" for consumers in the smart speaker category, while any of the Harman brands (JBL) now owned by Samsung could be).

One of the interesting angles in the survey is the fact that voice control is now increasingly preferred to using touchscreens and keyboards, among users of smart speakers. The survey also found that 88% of smart speaker homes own at least one Amazon smart speaker, and 31% 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% of users say they have two or more smart speakers at home. 62% use a smart speaker in the family room, 41% in a bedroom and 39% in the kitchen. 12% have installed a smart speaker in the bathroom.

Source: Strategy Analytics’ Smart Speaker Consumer Survey, July/Aug 2018
Share of US Smart Speaker Installed Base  
Amazon Echo 23%
Amazon Echo Dot 21%
Google Home 8%
Google Home Mini  7%
Amazon Echo Plus 5%
Amazon Echo Spot 4%
Amazon Echo Show  4%
Amazon Echo Dot Kids Edition 4%
Apple HomePod 4%
Google Home Max 2%


As David Watkins, Director, Smart Speakers at Strategy Analytics explains, “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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