One-Fourth of U.S Consumers have Smart Speaker Access

Smart speaker ownership rose by 40% in 2018, according to a report from Voicebot and Voicify. The amount of smart speakers per user rose 10% in 2018 with about 133 million smart speakers in the U.S. This influx of new users brings smart speaker adoption to Phase 2, characterized by “an influx of more casual users but also by the introduction of new product form factors and new manufacturers,” said the report.

Related: Facebook is Making Voice Assistant, Reports Say

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In 2018, over 19 million U.S consumers bought smart speakers

One of the biggest changes in smart speakers were smart displays from Amazon and Google, writes Bret Kinsella and Ava Mutchler in the report. In addition, more manufacturers have produced smart speakers, such as Bang & Olufsen, Klipsch, and Sonos, a luxury manufacturer that went public last year. However, Amazon and Google still dominated the market share at 85% at the beginning of 2019.

Related: Amazon Making First Alexa Earbuds

Currently, the Amazon Echo is the most popular smart speaker brand, with 61% of the market share compared to 72% at the beginning of 2018. The Echo Dot is Amazon’s most popular smart speaker, available at anywhere from around $20 to $50. While Amazon’s market share declined in 2018, Google’s market share increased from 18.4% to almost 24%. On the other hand Cortana, Microsoft’s smart home platform, has transitioned from a physical platform into a skill for Microsoft 365 subscribers, available on competing smart home platforms.

The new smart speaker users are less likely to use their devices daily, said the report. While in January 2018, 64% of owners said that they used their speakers daily, that number fell to 47% in January 2019.

“This seems like a natural progression. Early adopters of technology are more likely to incorporate them quickly into their daily habits than consumers that tend to adopt later,”

reads the report. Despite this decrease in daily use, it’s expected that smart speaker ownership will continue to increase bearing “consistent usage along with continued growth”.

Aliza Vigderman

Aliza Vigderman

Aliza is a journalist living in Brooklyn, New York. Throughout her career, her work has spanned many intersections within the tech industry. At SquareFoot, a New York-based real estate technology company, she wrote about the ways in which technology has changed the real estate industry, as well as the challenges that business owners face when they want to invest in property. At Degreed.com, an education technology website, Aliza created digital content for lifelong learners, exploring the ways in which technology has democratized education. Additionally, she has written articles for The Huffington Post as well as her own content on Medium, the online publishing platform. Aliza’s love of journalism and research stems from the excellent Journalism program at Brandeis University. At Brandeis, Aliza interned as a research assistant at the Schuster Institute for Investigative Journalism, a non-profit “news room without walls”. There, Aliza was paired with an investigative journalist and used academic databases to obtain data on everything from the suicide rates in Bhutan to local Boston court cases. Her last position was as an account executive at Yelp, educating business owners on the power of technology to increase revenue. Throughout, however, her heart remained with tech journalism, and she’s thrilled to be writing for Security Baron. When she’s not keeping afloat of the latest tech trends, Aliza likes to cook, read, and write. A former high school “Class Clown,” Aliza has completed two feature-length screenplays, a pilot, and countless comedic sketches. On her days off you can find her relaxing in Prospect Park, trying the latest flavors at Ample Hills Ice Cream, and spending time with friends and family.

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