Apple's HomePod Estimated to Have Just 5% of Smart Speaker Market Share in U.S.

Apple's HomePod accounted for just 5 percent of the estimated 76 million smart speaker installed base in the United States in the second quarter of 2019, according to new data shared today by Consumer Intelligence Research Partners (CIRP).

Amazon continues to be the number one smart speaker vendor in the U.S., followed by Google. Amazon Echo devices accounted for 70 percent of smart speakers in the United States during the quarter, while Google Home devices accounted for 25 percent.

The smart speaker market has seen strong growth, with the U.S. installed base of 76 million speakers up nine percent from 70 million units in the March 2019 quarter. Growth is also up significantly compared to last June, when there were an estimated 50 million smart speakers in the United States.

"While the biggest growth in the market for smart speakers is in the holiday fourth quarter, Amazon Echo and Google Home continues to grow their installed bases in the past couple of quarters," said Josh Lowitz, Partner and Co-Founder of CIRP. "The market grew by 9% in the second quarter, and more than 50% year over year. Including Apple HomePod, all three major producers have maintained steady shares of the market in the past year. Continued aggressive pricing of the entry-level models seems to continue to encourage new customers to try a smart speaker and existing owners to consider adding more devices to their home.

Most people who own smart speakers have less expensive models like the Echo Dot and the Google Home Mini, with these units accounting for more than 50 percent of smart speakers in the U.S. during the quarter.

Though Apple has dropped the price of the HomePod from $349 to $299, the smart speaker is still significantly more expensive than speaker options from Google and Amazon, which has left Apple struggling to gain a foothold in the market.

Amazon's Echo Dot, for example, is priced at $50, but it is often available at even lower prices during sales and promotions. The same goes for the Google Home Mini, which is also priced at $49.

Rumors have suggested that Apple is considering a more affordable version of the HomePod that could be priced as low as $150, but it's not clear if and when Apple might release such a speaker.

CIRP's data is estimated and is based on a survey of 500 U.S. owners of Amazon Echo, Google Home, and Apple HomePod devices surveyed from July 1 to July 10 who owned one of the devices as of June 30, 2019.