Using consumer study data, Consumer Intelligence Research Partners (CIRP) reported this week that Apple’ s HomePod smart speaker produced market share gains against rivals Search engines Home and Amazon Echo. The particular firm now says that Apple’ s device has 6 % of the US smart speaker marketplace.
Echo dominates, using a 70 percent share compared to Search engines Home’ s 24 percent, based on the report. Apple roughly doubled the share from 3 percent within March. It’ s easy to develop from a tiny base, but the increases may be meaningful.
US market share of smart audio speakers (June 2018)
It’ s great news for Apple for several reasons:
- HomePod is quite costly at $349, limiting its marketplace potential.
- Mixed evaluations (other than for sound) in launch also tempered demand.
- Its virtual assistant capabilities are usually perceived to become weaker than Google’ s or Amazon’ s.
With all these true and perceived limitations, the data recommend there’ s some pent-up requirement for the Apple speaker. It’ ersus also rumored to be getting brand new feature updates in the fall which will reportedly make it more competitive along with Google and Amazon.
While that remains to be seen, a “ HomePod mini” or less expensive edition would likely see increased adoption. A primary reason these devices are penetrating the market therefore quickly is that entry-level buy-in is usually less than $50. 00.
Multiple device ownership
Apple can be unlikely to try to compete at that will pricing tier, but it could turns out a less expensive smart speaker — even though there are no rumors to that impact right now. If it’ s seriously interested in competing in the market, it will need to have a lower-priced model.
CIRP information also show that a substantial variety of users own more than one speaker, probably a third of buyers. By comparison, NPR survey information say that half of present owners have at least two gadgets.
The recent Nielsen total target audience report , which focuses on mass media consumption across devices, asserts that will 19 percent of adults presently own/use a smart speaker in their houses. That represents about 47 mil device users in the US today. The particular report also argues, using study findings, that there are more than 100 mil current non-owners interested in buying one.
About The Author
Greg Sterling is a Contributing Editor with Search Engine Land. He writes a private blog, Screenwerk , about connecting the particular dots between digital media plus real-world consumer behavior. He is furthermore VP of Strategy and Information for the Local Search Association. Stick to him on Twitter or discover him at Google+ .
If you liked Apple’s HomePod makes modest gains towards Echo, Google Home [Report] by Greg Sterling Then you'll love Marketing Services Miami