Smart Speakers – Thematic Research
All the vital news, analysis, and commentary curated by our industry experts.
It is only four years since Amazon unveiled the Echo, the first wireless speaker to incorporate a voice-activated virtual assistant. Initial reactions were muted (one press report from the time noted the product’s uniqueness while describing it as “a tad baffling”) but the Echo, and the Alexa virtual assistant it contained, quickly became a phenomenon, with the level of demand catching even Amazon by surprise. Given the success of the Echo it was inevitable that other companies would want a piece of the action. Today, nearly every leading technology company is either already producing a smart speaker or developing one, with Facebook the latest to enter the fray (launching its Portal device in October 2018). The appetite for smart speakers is also not limited by geography, with China in particular emerging as a major marketplace. Our estimates suggest that the global installed base for smart speakers with hit 100 million early next year, before surpassing the 200 million mark at some point in 2020.
This report looks at the rise of the smart speaker, from the launch of the first device in 2014 to today, when the biggest names in technology are competing for a slice of a rapidly-growing market.
It also looks at the trends that are shaping this theme and identifies likely winners and losers.
The report is global in scope, including analysis of smart speakers markets across North America, Europe, and Asia-Pacific.
A major factor in the smart speaker’s path to ubiquity has been the willingness of vendors to slash prices, even if it means making a loss on every device sold. The reason for this is simple: the value of smart speakers extends beyond the hardware itself. Smart speakers give companies like Amazon, Google, Apple, and Alibaba access to a vast amount of highly valuable user data; they allow users to get comfortable interacting with artificial intelligence (AI) tools in general, and virtual assistants in particular, increasing the likelihood that they will use them in other situations (such as the car or the office); and they have the potential to lock customers in to a company’s ecosystem, making it more likely that they will buy complementary products or access other services, such as online stores.
Reasons to Buy
This report provides an overview of the global smart speaker market, highlighting the leading players in territories such as the US, UK, China and South Korea, as well as identifying key emerging markets.
It looks in detail at the major providers and their offerings, covering a range of companies including Alibaba, Amazon, Google, JD.com, Kakao, KT, Naver, SK Telecom, Sonos, and Xiaomi.
It provides a forecast for the installed base of smart speakers, along with market share figures and information on merger and acquisition activity.
The value chain demonstrates how smart speakers form part of the automated home market, one of the six distinct markets within the Internet of Things theme.
Table of Contents
Frequently asked questions
Tel +44 20 7947 2745
Every customer’s requirement is unique. With over 220,000 construction projects tracked, we can create a tailored dataset for you based on the types of projects you are looking for. Please get in touch with your specific requirements and we can send you a quote.
Business Intelligence & Marketing Manager, SAL Heavy Lift
“The GlobalData platform is our go-to tool for intelligence services. GlobalData provides an easy way to access comprehensive intelligence data around multiple sectors, which essentially makes it a one-for-all intelligence platform, for tendering and approaching customers.
GlobalData is very customer orientated, with a high degree of personalised services, which benefits everyday use. The highly detailed project intelligence and forecast reports can be utilised across multiple departments and workflow scopes, from operational to strategic level, and often support strategic decisions. GlobalData Analytics and visualisation solutions has contributed positively when preparing management presentations and strategic papers.”
Market Analyst & Management, Liebherr-Werk
“COVID-19 has caused significant interference to our business and the COVID-19 intelligence from GlobalData has helped us reach better decisions around strategy. These two highlights have helped enormously to understand the projections into the future concerning our business units, we also utilise the project database to source new projects for Liebherr-Werk to use as an additional source to pitch for new business.”
Head of Key Accounts, Saab AB
Your daily news has saved me a lot of time and keeps me up-to-date with what is happening in the market, I like that you almost always have a link to the source origin. We also use your market data in our Strategic Business Process to support our business decisions. By having everything in one place on the Intelligence Center it has saved me a lot of time versus looking on different sources, the alert function also helps with this.
Marketing Intelligence Manager, Portugal Foods
Having used several other market research companies, I find that GlobalData manages to provide that ‘difficult-to-get’ market data that others can’t, as well as very diverse and complete consumer surveys.
Head of Customer Insight and Research, Standard Chartered
Our experience with GlobalData has been very good, from the platform itself to the people. I find that the analysts and the account team have a high level of customer focus and responsiveness and therefore I can always rely on. The platform is more holistic than other providers. It is convenient and almost like a one stop shop. The pricing suite is highly competitive and value for our organisation.
I like reports that inform new segments such as the analysis on generation Z, millennials, the impact of COVID 19 to our banking customers and their new channel habits. Secondly the specialist insight on affluent sector significantly increases our understanding about this group of customers. The combination of those give us depth and breadth of the evolving market.
I’m in the business of answering and helping people make decisions so with the intelligence center I can do that, effectively and efficiently. I can share quickly key insights that answer and satisfy our country stakeholders by giving them many quality studies and primary research about competitive landscape beyond the outlook of our bank. It helps me be seen as an advisory partner and that makes a big difference. A big benefit of our subscription is that no one holds the whole data and because it allows so many people, so many different parts of our organisation have access, it enables all teams to have the same level of knowledge and decision support.
Head of Consumer Sensory Insights, Givaudan
“I know that I can always rely on Globaldata’s work when I’m searching for the right consumer and market insights. I use Globaldata insights to understand the changing market & consumer landscape and help create better taste & wellbeing solutions for our customers in food, beverage and healthcare industries.
Globaldata has the right data and the reports are of very high quality compared to your competitors. Globaldata not only has overall market sizes & consumer insights on food & beverages but also provides insights at the ingredient & flavour level. That is key for B2B companies like Givaudan. This way we understand our customers’ business and also gain insight to our unique industry”
Senior Account Manager, TSYS
GlobalData provides a great range of information and reports on various sectors that is highly relevant, timely, easy to access and utilise. The reports and data dashboards help engagement with clients; they provide valuable industry and market insights that can enrich client conversations and can help in the shaping of value propositions. Moreover, using GlobalData products has helped increase my knowledge of the finance sector, the players within it, and the general threats and opportunities.
I find the consumer surveys that are carried out to be extremely beneficial and not something I have seen anywhere else. They provided an insightful view of why and which consumers take (or don’t) particular financial products. This can help shape conversations with clients to ensure they make the right strategic decisions for their business.
One of the challenges I have found is that data in the payments space is often piecemeal. With GD all of the data I need is in one place, but it also comes with additional market reports that provide useful extra context and information. Having the ability to set-up alerts on relevant movements in the industry, be it competitors or customers, and have them emailed directly to me, ensures I get early sight of industry activity and don’t have to search for news.