Amazon has close to a quarter of the smart speaker market with its Echo devices, which account for 23% of all smart speakers in use. But when you take all of its models into account, Amazon accounts for 63% of smart speakers that are currently in use.
The new consumer survey, Smart Speaker User Survey - US Results, from Strategy Analytics finds that Google has 17% share of the market, including 8% for its Google Home Mini and 4% for the Google Home Max, and Apple has 4% share with its HomePod. Second to the Amazon Echo's 23% is the smaller Amazon Echo Dot, which has 21% of the market, followed by 7% for the Amazon Echo Plus, 5% for the Amazon Echo Spot, 4% for the Amazon Echo Show (new version depicted above), and 4% for the Amazon Echo Dot Kids Edition.
Interestingly, however, consumers appear open to options beyond these three market leaders. When asked to name a brand they would choose for their next smart speaker, only just over half (54%) picked Amazon, Google, or Apple. This means the other half are open to alternatives, with Bose, Samsung, and Sonos topping the list.
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. Thus, many homes are happy to use different voice assistant platforms, perhaps for different functions and/or in different rooms. Or perhaps given the relative low cost of entry through devices like the Amazon Echo Dot and Google Home Mini, customers are experimenting to determine which platform they prefer before investing in larger devices.
In fact, the survey shows that households with multiple smart speakers is already common. Fifty-eight per cent 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. Twelve per cent of users even have one installed in the bathroom.
"Amazon and Google may dominate today's market, but this will not always be the case," says David Watkins, Director, Smart Speakers at Strategy Analytics. "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."
The online survey interviewed 1,011 users of smart speakers in the U.S. in July and August 2018.