Smart Speaker Survey States iPhone Owners 22 Percent More Likely to Buy Speakers, Favor Amazon Over Google
Mar 7, 2018 9:34 am PST by Mitchel Broussard
In January, Voicebot.ai surveyed 1,057 Americans over the age of 18 regarding their ownership or interest in smart speakers, and today the researchers have published their final report with the results. While the data precedes Apple's entry into the market with HomePod in February, it does include a few points of data regarding iPhone/iOS users and their interest in smart speakers, prevalent long before rumblings about Apple's HomePod began.


Specifically, the Smart Speaker Consumer Adoption Report states that iPhone owners are 22 percent more likely to own a smart speaker compared to non-Apple smartphone owners. Of the smart speakers on the market besides HomePod, iPhone users are 30 percent less likely to own a Google Home and favor devices like Amazon Echo.


In fact, Voicebot.ai argued that Apple and Amazon are likely companions in "multi-manufacturer households," where HomePod is purchased as a "luxury item for music listening" and Echo is used for more "utilitarian tasks."
iOS users are attractive consumers and far more likely to own a smart speaker overall, but far less likely to own a Google device. However, the data also suggests that Google is at less risk of losing share to Apple HomePod than Amazon. Apple and Amazon may be the focus of multi-manufacturer households where HomePod is a luxury item for music listening in living spaces while Echo products get placed in the kitchen and bedrooms for utilitarian tasks.

In addition, iPhone owners are a good fit for Amazon because they are far more likely to have made a purchase by voice and more likely the 30,000 Alexa skills offered to Echo users. The favoritism shown by Apple owners to Alexa devices may also appeal to developers. Historically, iPhone app users have been far more valuable to developers on a revenue basis than Android users.
The report has many other interesting tidbits of information, stating that about 19.7 percent of adults in the United States use smart speakers, while 47.3 million have access to one of these devices. This means that they live in a home with a smart speaker, but may not be the primary owner -- a necessary distinction for the survey as smart speakers are "communal devices" used by entire households, unlike a smartphone with one user.

Many consumers own an average of 1.8 smart speakers, most place them in their living room (45.9 percent of owners) or kitchen (41.4 percent), and Amazon remains the dominant player in the market with a 3.5 times larger install base than Google. All of this growth surprised many analysts, particularly compared to growth rates of other product categories.
How does the march to nearly 50 million smart speaker consumers in 3 years compared to growth rates of other communications channels? Television took 13 years, the internet four years, and Facebook just two years. Smart speakers are devices but are growing almost as quickly as social media apps."
Among the most popular use cases, questions, music, and weather commands remain at the top. In total, the researchers said that this data provides the best indication that smart speakers are "being incorporated into everyday lives of consumers," with 63 percent using them daily and 77 percent at least weekly.


For those who don't own a smart speaker, 37.9 percent stated disinterest as their reason, 21.2 percent said they get enough similar features from their smartphone, 16 percent referenced privacy concerns, 11.8 percent said they plan to purchase soon, 8.8 percent claimed they were too expensive, and 4.2 referenced other reasons. For future owners, 9.8 percent expect to make a purchase in 2018, 26 percent of which said they will be purchasing Apple's HomePod.

Related Roundup: HomePod
Buyer's Guide: HomePod (Neutral)

Top Rated Comments

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10 months ago
I fall into the 37.9 that said disinterested. I have no interest in a speaker being anything more than a speaker.
Rating: 11 Votes
10 months ago
Having used Google Home a lot, and Alexa a bit less, Google Home definitely is the better choice, IMO.
Rating: 3 Votes
10 months ago
Have not setup the HomePod yet but owning Amazon and Google smart speakers, I greatly favor the Google system it just works far better and effectively.
Rating: 3 Votes
10 months ago
So for all the nerds and nay sayers saying Siri is garbage, this graph proves people use mostly basic voice commmands and play music. Obviously Apple knew this (music is the top daily used feature) and used that to go all in on sound quality. But according to all the talking heads Apple has “no idea” what they’re doing and Siri is stupid . No, Siri is perfectly fine for what most people are doing daily with these speakers even if it’s not perfect.

Just like the watch, soon the HomePod will be the top speaker sold and it still isn’t enough to shut people up. There’s a huge market that isn’t tapped and most likely Apple is gonna dominate it in this category. Apple isn’t marketing to geeks , they are a household mass market product company. Either accept it and move on or switch to another platform if it hurts you that bad. Enjoy.
Rating: 2 Votes
10 months ago

If I could just play Google Music on the HomePod I might get one ...

Is Bluetooth a show stopper?

I have to ask...does ANYONE outside of those of us reading these sites care much about constantly comparing smart speakers? I mean I know they buy them, but article after article comparing them is becoming annoying redundant. This article just expands into more metrics no one cares about. Well, probably not no one, but most.

Do I care what iPhone users prefer in a smart speaker? Nope, and I’ve had one since first iPhone.

Do I care that AI is better in the speakers built for AI? Nope, I like my Homepods just fine.

Oh, and I’ll continue to buy what “I” want, regardless of spin.
[doublepost=1520445110][/doublepost]

I’m sure many have told you this, but you can!

Or not take the time to read something you’re not interested in, then don’t get worked up over it then don’t post how irritated you are.
Rating: 2 Votes
10 months ago

I fall into the 37.9 that said disinterested. I have no interest in a speaker being anything more than a speaker.


The one thing I like about the HomePod is it separates away just from being a “Smart speaker” catergory for the home audio experience. I have zero interest in purchasing an echo or Google Home for smart speaker capabilities, the Home Pod is about the sound experience primarily, which is all I want from it.
Rating: 1 Votes
10 months ago

I’m sure many have told you this, but you can!

The presumption you're making is [USER=650583]@SigEp265[/USER] uses an iPhone. If they use an Android...

Is Bluetooth a show sto

Bluetooth is a showstopper. HomePod doesn't allow BT connection.
Rating: 1 Votes
10 months ago
Was this before or after Alexa started laughing randomly at us?
Rating: 1 Votes
10 months ago

The one thing I like about the HomePod is it separates away just from being a “Smart speaker” catergory for the home audio experience. I have zero interest in purchasing an echo or Google Home for smart speaker capabilities, the Home Pod is about the sound experience primarily, which is all I want from it.


Same here. Absolutely do not want a smart speaker. 99% of the time information I'm seeking is nuanced and not suitable for a quick answer rendered audibly.

With that said, using HomePod as an always-on speaker that can play music without engaging my phone or computer and then launching an app, searching for music, etc. has been awesome for the month I've owned it. Zero complaints and have been using it a few hours a day.
Rating: 1 Votes
10 months ago
Apple, I'm your loyal customer and biggest fan, I own every single Apple device that is on the market right now, but will never buy HomePod until it natively supports Spotify like Amazon Echo does, so please bring it on.
Rating: 1 Votes

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