Expert: Amazon Echo owns 75 % of global smart speaker marketplace

Canalys Smart Speaker market share, Q3 2018
Analyst firm Canalys says that global smart speaker deliveries grew 137 percent year more than year in the third quarter, achieving 19. 7 million units. Which was up from less than half that shape (8. 3 million) a year ago.

Roughly 75 mil devices by year-end. The firm has projected seventy five million devices “ for the whole associated with 2018. ” It’ s not really entirely clear whether this is deliveries or an estimate of the set up base of smart speaker proprietors. Previously, Canalys projected   global wise speaker ownership would reach one hundred million by the end of the year — so it’ s likely the downward revision of that earlier calculate.

Canalys also stated that Amazon had reclaimed the top place after Google had overtaken this for the previous two quarters.

“ Riding on the achievement of its Prime Day, ” the particular report said, “ Amazon delivered 6. 3 million Echo wise speakers in Q3, reclaiming the very best spot after two quarters associated with playing second fiddle to Search engines. This quarter, Google shipped five. 9 million units, putting this just behind Amazon. ”

Amazon has seventy five percent of the market.   According to Canalys, Amazon now includes a nearly 75 percent market share in order to Google’ s almost 25, along with Chinese companies filling the remaining lower than 1 percent. The world’ s 3 largest markets for smart loudspeakers are the U. S., China as well as the UK, in that order.

It should be noted that there have been  meaningful differences in some of the analyst firms’ estimates of market size plus market share in the past. One recent representation of that is Consumer Intelligence Analysis Partners’ (CIRP) assertion that Oughout. S. smart speaker growth has started to degree off . Some of these differences might be due to methodology; Canalys tracks worldwide device shipments, CIRP is using Oughout. S. consumer sampling.

What matters to marketing experts. To date, smart loudspeakers have helped drive adoption of the wide range of smart home accessories plus devices. However , they have failed to materialize as a meaningful marketing or business channel, despite past surveys claiming that large percentages of people had been buying things on Alexa plus Google Home devices.

By the end of the year, with all the discounting now going on, it’ s probably that there will be in excess of 60 mil of these units in U. T. homes. This is a massive audience but still represents a significant opportunity for brands plus marketers if the ecosystem and gadget capabilities can evolve beyond exactly where they are today.


Regarding the Author

Greg Sterling is really a Contributing Editor at Search Engine Property. He writes a personal blog, Screenwerk , about connecting the dots among digital media and real-world customer behavior. He is also VP associated with Strategy and Insights for the Nearby Search Association. Follow him upon Twitter or find him from Google+ .

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