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This report explores our latest forecasts for US voice assistant, smartphone voice assistant, and smart speaker users, and provides additional analysis about trends shaping the market.

Amazon, which already holds a dominant position in the US smart speaker market, will continue to maintain this leadership through 2021, with approximately 70% of total US smart speaker users expected to use an Amazon Echo device, according to our latest estimates.

Consumers in the market for a smart speaker have more options than ever, and Amazon will lose some of its majority share as a result.

Previewing three trends that will impact how brands engage consumers in Canada next year.

This year, 8.2 million baby boomers in the US will use a smart speaker. That's a 28.6% increase from 2017, according to eMarketer estimates.