Amazon Technology

Amazon Rules The Smart Speaker Market, Ahead Of Google

When it comes to voice-activated smart speakers, Amazon is the undisputed leader, with 76 percent of the market share.

That’s according to Consumer Intelligence Research Partners (CIRP), which said in a news report Monday (Sept. 18) that Amazon has shipped 15 million units since it first launched the Amazon Echo in November of 2014. In second place is Google Home, which has 24 percent market share, shipping five million units.

“Amazon introduced the first Echo device in November 2014, while Google introduced its competing Home device in November 2016,” said Josh Lowitz, partner and co-founder of CIRP in a press release highlighting the results of the new research. “In that time period, Amazon Echo has built a substantial installed base. It promoted it aggressively, at and with traditional media advertising. It also added new models, at different price points and with different functionality, including Dot, Tap, Look and Show. The lowest-price Dot now accounts for over half of the installed base. In turn, Google benefited from entering a category that Amazon had already pioneered. Google captured meaningful share, yet Amazon’s two-year head start allowed Echo to establish the dominant market position.”

According to CIRP, listening to music tops the list of smart speaker activities, with three quarters of Amazon Echo and Google Home users choosing to do so with their devices. “Owners listen to music most on both Echo and Home, at least once a day or more often,” said Mike Levin, partner and co-founder of CIRP. “They also use them frequently for information, like asking about the weather or sports scores, as well as setting timers and alarms. Owners also use them to control home automation accessories, like lights and outlets, thermostats, security systems and even appliances, less frequently. Also, Google Home owners report using their devices daily or more often slightly more than Amazon Echo owners, across all these varied applications and uses.”


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