Strategy Analytics: Amazon dominates U.S. with 63% of smart speakers in use

According to a new consumer 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 1,011 users of smart speakers in the US in July/August 2018.

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.

Strategy Analytics: Amazon dominates U.S. with 63% of smart speakers in use

David Watkins, Director, Smart Speakers at Strategy Analytics said in a statement, “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.”

Source: Strategy Analytics, Inc.

MacDailyNews Take: Apple only chooses to compete in the premium smart speaker market, where they dominate with 70% share.

Apple is hitting their target market and, with HomePod sold on sound quality first (not Siri, thankfully), these are the buyers who are most likely to have the type of disposable income that best facilitates things Apple likes even more than hardware sales: Recurring Apple Music subscriptions.MacDailyNews, September 24, 2018

A finally-finished HomePod (with flawless multi-room audio and stereo pairing out of the box) and, potentially others in the HomePod family, are products for Christmas 2018 and beyond.MacDailyNews, April 13, 2018

A silver lining for Apple’s HomePod: Some positive data points do exist – September 24, 2018
Apple’s HomePod dominates with 70% share of premium smart speaker market – September 19, 2018
Just 2% of Apple customers have a HomePod – September 18, 2018
Despite missing last Christmas by a mile, Apple gains a foothold in the smart speaker market – August 14, 2018
Metro UK reviews Apple’s HomePod: Get the credit card out and buy two – August 6, 2018
How to group HomePod and Sonos speakers for multi-speaker surround sound – July 27, 2018
Yes, two Apple HomePods really are better than one – July 19, 2018
iMore reviews Apple’s HomePod: Retina for your ears – June 18, 2018
Can a pair of Apple’s HomePods take on a surround sound theater system? – June 18, 2018
David Pogue reviews Apple HomePod with stereo and multi-room capabilities: ‘Ooh, man’ – June 13, 2018
HomePod stereo pairing took a frustratingly long time to arrive, but it was worth the wait – May 30, 2018
Strategy Analytics: Apple shipped 600,000 HomePods in Q1 for 6% share of smart speaker market – May 17, 2018
Apple HomePod: The audiophile perspective plus 8 1/2 hours of measurements; HomePod is 100% an audiophile-grade speaker – February 12, 2018


  1. Would be interesting to see the share breakdown in terms of Assistant being used since the majority of 3rd party speakers support one or more of the ‘big’ three.

Reader Feedback

This site uses Akismet to reduce spam. Learn how your comment data is processed.