Amazon dominates smart speaker market

Rob Clapp

An overview of smart speaker penetration by brand in the United Kingdom and the United States.

Amazon dominates the UK and US smart speaker market, according to the latest data from the Reuters Institute for the Study of Journalism's November Digital News Report. Nearly three-quarters (74%) of smart speaker owners in the UK said an Amazon device was the main smart speaker used, while nearly two-thirds (63%) said the same in the US. This contrasts with Google in second-place, accounting for 14% of the UK market and 26% in the US. Total American smart speaker penetration reached 8.9% this year.

The report states that Amazon's dominance arises from its 'first mover' advantage,...

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