Smart speakers, powered by a voice-enabled virtual intelligent assistant, are the central controlling hubs for many smart home functions and are used for entertainment, answering questions, searching the web, and many other things. The prevalence of these smart speaker devices in households worldwide has been growing steadily in line with the rising popularity of smart home technology. By 2021 the number of global smart speaker shipments was projected to reach 186 million, with shipments likely to surpass 200 million annually in 2022 or 2023.
Leading countries and companies
China and the United States are the largest markets for smart speakers. In 2020 alone, China accounted for more than 40 percent of global smart speaker shipments, while 30 percent of shipments went to North America. With more than two-thirds of the total market attributable to those two regions, most smart speaker sales are handled by companies from the United States and China.
The most popular smart speaker brands from companies based in the United States are Amazon's Echo/Alexa, Google Home/Google Assistant, and Apple's HomePod. The other smart speaker vendors with relevant market share are the Chinese-based Baidu, Alibaba, and Xiaomi.
The U.S.-based vendors have more of a foothold outside of their home markets. Statista's Global Consumer Survey shows that the Amazon Echo is the most popular smart speaker in countries such as the United Kingdom, Germany, Brazil, and India. On the other hand, Google Home devices are more prevalent in Sweden and the Netherlands.
Smart speaker usage
Among smart speaker users in the United States, voice-assistance platforms' preference varies by age group. Apple's Siri is most popular with the younger demographics, with 60 percent of 18 to 24 year-olds using Apple Siri. On the other hand, Amazon Alexa is much more popular with voice assistant users 35 years and older. More than 135 million people in the United States are voice assistant users, including voice assistants not accessed via smart speakers. The most common activities performed through smart speakers in the United States are asking general questions, getting weather, traffic, travel, sports updates, and streaming music via built-in streaming services.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
Research expert covering the global consumer technology industry