Google and Apple remain incapable of challenging Amazon's smart speaker dominance

Ruben Fields
February 12, 2020

In 2021, it is estimated that Amazon will see another small drop in use, with eMarketer suggesting that 68.2 percent of smart speaker owners will use an Echo. They will use an Amazon Echo product in 2020, a number that is slightly below 72.9 percent of smart speaker owners who used an Echo in 2019.

The Amazon Echo smart speaker (third generation) has a listing price of $100.

It's still growth, of course, but those 83.1 million Americans represent just 28.9% of the United States internet-using population - suggesting that the ceiling for these devices may be somewhat lower than the keenest smart-speaker evangelists have hoped.

"Since Amazon first introduced the Echo, it has built a convincing lead in the USA and continues to beat back challenges from top competitors", Victoria Petrock, a principal analyst at eMarketer, said in a statement.

Why is Amazon echo still the most dominant one?

"We had previously expected Google and Apple to make more inroads in this market, but Amazon still aggressive", said eMarketer principal analyst Victoria Petrock.

Home mini

That stated, the US remains an integral market for clever speaker adoption, therefore Amazon's advantages here shouldn't be discounted.

The Echo is, however, slightly less competitive in some countries because it supports fewer non-English languages than its major competitors.

The company also said it anticipates the amount of all US smart speaker consumers to continue to grow during the upcoming several decades, but growth will slowdown. This past year, that amount is forecast to achieve 30.5%.

"We estimate that there will be 83.1 million smart speaker users this year, representing year-over-year growth of 13.7 per cent". There are already a handful of devices on the market, such as cars and home appliances, that have a smart assistant on-board which means the technology is becoming more familiar to the everyday user.

The report did not provide estimates regarding the number of USA homes using Apple's HomePod. However, that market share is expected to be double that of its nearest competitor, Google, which held a 31.1% piece of the pie in 2019. A report past year by CIRP had said the same.

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