US Insights

Amazon, Google's Smart Speaker Gold Rush Is Only Getting Started

Ross Tucker

Executive Editor Kantar US Insights

Brands 03.28.2018 / 12:00


Kantar
  • SAVE
  • Close

    SHARE THIS WITH FRIENDS

  • EMBED
    Close

    Please copy the below code to embed it into your blog

Many Americans still don't own a voice-activated device.

Amazon’s suite of Echo and Alexa devices has helped the retail behemoth maintain a commanding grip on the smart speaker market. However, research from Kantar shows that overall device ownership in the US remains low, leaving ample room for competitors like Google and Apple to make their own inroads into peoples’ homes.

A survey of 1,097 Americans fielded via Lightspeed showed that the Amazon’s smart-speaker devices – which includes the Echo, Echo Dot, Echo Plus and Echo Spot – commands 66% of the overall market. Google’s home products come in second with a 30% share of the overall market.

The opportunity to bring in new consumers remains substantial. According to our survey, only 34% of Americans currently own a smart speaker. More men than women said they owned them, particularly those that are between the ages of 72 and 82, where ownership was reported at 60%. Among women, those between the ages of 21 and 26 were the biggest owners.

Related: Amazon, Apple & Google Battle to be the Voice of Your Home

Further evidence that we’re in the early days of smart speaker adoption can be seen in how consumers are using the devices. Current usage is largely centered around being a basic home assistant. Our survey shows the top activities are playing music, setting timers and checking the weather.



Kantar
  • SAVE
  • Close

    SHARE THIS WITH FRIENDS

  • EMBED
    Close

    Please copy the below code to embed it into your blog

The opportunity for brands will come when consumers embrace using their smart speakers for commerce. We found that only 7% of Americans are buying things online through their speakers, and only 4% are ordering food through it.

“Voice search queries are 30 times more likely to be action-oriented than typed queries, meaning businesses have an ideal opening to recommend their services to the search user,” Gaelle Bertrand, Head of Brand Insight and Social Media Intelligence at Kantar Media, explained in our look at brands and smart speakers last summer.

Google’s own research on voice-activated speakers indicates that consumers are still testing out commerce, but that once they do their relationship with the device deepens.

For those that do own a smart speaker, their usage rates are high. Nearly 50% of our survey respondents said they use their speaker several times a day, and 26% said they use it at least once a day.

Source: Kantar, Lightspeed

Editor's Notes

To speak with the author or for inquiries, contact us. Follow @Kantar and sign up for our insight alerts.

Latest Stories

80% of Americans expect self-driving cars to become a reality.

TurboTax led tax prep advertising over the last three months.

Using a celebrity does not guarantee effective advertising. To gauge whether a celebrity is right for your brand, you need to establish whether they are known, liked, and what they stand for.

Innovation leads to Difference, one of the three components of Brand Power. Consumers are more likely to pay a premium price for Different brands.

Offending someone on Twitter is nothing new – but when that someone is a teenager who was recently flung into the spotlight, the risks can be high.

Related Content