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UK: Amazon Echo Dominates Smart Speaker Market

Amazon captures more than two-thirds of users, but share is dropping

December 19, 2018 (New York, NY) – The number of smart speaker users in the UK is set to grow by almost one-third in 2019, after doubling this year. And the speaker of choice is decidedly the Amazon Echo, according to eMarketer’s inaugural forecast on smart speaker usage in the UK. But how long will Amazon be able to hold on to the lead?

In 2018, 9.5 million people* in the UK will use a smart speaker, up 98.6% over 2017. More than two-thirds of those users (68.0%) will use an Amazon Echo, while 26.2% will use a Google Home. Please note that there is overlap, as some people own more than one device.

“Early adopters tend to be open-minded about brands, usually picking whichever speaker is first available in stores,” said eMarketer forecasting analyst Jaimie Chung. “Amazon got to the UK before Google, and usage reflects this.”

In 2019, total smart speaker usage in the UK will grow another 31.6% to 12.6 million people. However, Amazon’s share will decrease to 63.8%, while Google’s share will increase to 29.5%. eMarketer expects this trend to continue through 2020.

“Market shares will continue to shift as smart speaker users learn the nuances of the different voice assistants,” Chung said. “Each assistant works with a different set of smart-home devices, music subscription services, video players, etc. So as users adopt more of these, they will choose their assistant accordingly. We’re even beginning to see some crossover with Apple Music coming to the Echo.”

Despite the growing capabilities of smart speakers, people still tend to use them for basic functions: listening to music or podcasts, listening to the news, asking for weather and traffic updates, and asking general questions.



* individuals of any age who use a smart speaker at least once per month

A smart speaker is a standalone device that includes a voice assistant, such as Google Home, Amazon Echo, Apple HomePod or Alexa-enabled Sonos One. Excludes smartphones, desktops/laptops, tablets, wearables, gaming consoles, TV consoles, VR headsets, cars and smart-home devices.


eMarketer’s forecasts and estimates are based on an analysis of quantitative and qualitative data from research firms, government agencies, media firms and public companies, plus interviews with top executives at publishers, ad buyers and agencies. Data is weighted based on methodology and soundness. Each eMarketer forecast fits within the larger matrix of all its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of available data means the forecasts reflect the latest business developments, technology trends and economic changes.


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Douglas Clark
PR Director, North America

Posted on December 19, 2018.