The global smart speaker market has grown by 187% year-on-year. But reports show that they could be more of a curiosity than a truly useful device.
Smart speakers, particularly the Amazon Echo Dot and Google Home Mini (both selling for under A$60) are flying out the door as consumers test the waters for a voice assistant.
Every other price category – mid-tier (Google Home, Sony), premium tier (LG, JBL), and stereo (Google Home Max and Panasonic) are floundering.
“Prices are dirt cheap, and novelty/gimmick is definitely a factor,” said Futuresource analyst Simon Bryant.
Canalys reported that the global smart speaker smart speaker market grew 187% in Q2 2018, with shipments reaching 16.8 million units.
Google Assistant retained its first-place position from the previous quarter, with 5.4 million shipments of its OK Google-branded and third-party speakers. Its growth was a spectacular 449%. This is largely due to the proliferation of new Google Assistant speakers – there are more than ten in the Australian market at present. GadgetGuy’s shootout is here.
Amazon shipped 4.1 million Alexa based devices in the quarter down 14%.
This shows the change in attitude from a few months ago when Alexa led three-to-one over OK Google in the US.
Amazon and Google have both gone into Europe and Asia. But, the U.S. still accounts for 68% of Alexa’s shipments and 58% of Google’s. It’s now a two-horse race with Google well ahead, especially in Australia where it has led for several quarters.
In China, Alibaba and Xiaomi ranked third and fourth overall, shipping 3.0 million and 2.0 million smart speakers respectively. This is because Google’s services are not allowed, and Amazon has no substantive retail presence.
As the worldwide smart speaker market rapidly evolves, use cases for smart speakers are extending beyond just the smart home. But they are not enough to really drive growth.
Futuresource found that the top two uses were listening to music (84%) and asking questions (52%). The reality of controlling smart home devices had dived.
Amazon has begun integrating Alexa skills into verticals, such as hotels, retail, hospitals and other business establishments.
The Google camp is experimenting with new form factors. The Lenovo Smart Display (US$200) and JBL Link View (US$250) add video calling and a graphic interface to OK Google. Given the relatively low price, these are winners.
And as some 85% of the world uses Android devices, there is a push to make voice an easier interface.