More than 25% of internet users see it as a possibility this year
More than one-quarter of US internet users say they are at least somewhat likely to make a purchase via a voice-enabled speaker product in the coming year. By comparison, 19% said they had made a purchase in the past year, so the proportion, not surprisingly, is on an upward trend, if not climbing sharply.The survey results were released in the wake of Amazon Prime Day, a sales event that Amazon used to bolster voice-enabled sales, first by offering special promotions available to users of its Echo speaker, and then through a 30% discount on the Echo Dot, which ended up being Amazon’s best-selling product for the day, the company said.
But the survey itself was conducted in March, well before Prime Day and the increased awareness of voice-activated commerce that may have resulted from the event.
Nearly half of the survey respondents said they were not at all likely to make a voice-based purchase in the coming year, and another 19% said they were somewhat unlikely to do so.
While two-thirds of the respondents fell in the “unlikely” bucket, much of reason is likely tied to the fact that many internet users don’t yet own voice-enabled speakers and therefore are extremely unlikely to make a purchases via the devices.
According to eMarketer estimates that were released in April 2017, 13.0% of internet users are voice-enabled speaker users. That measure is expected to grow to 20.7% by 2020.
As of April 2017, eMarketer estimated that Amazon held the lion’s share of the voice-enabled speaker market, with a 70.6% share compared to Google Home’s 23.8%.
eMarketer expects Amazon’s market share to fall slightly in the coming years, as Google’s share grows. But Amazon will remain the dominant player in the category for the foreseeable future.
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