Virtual Assistants Find A Home With U.S. Consumers

Virtual assistant devices like Amazon Echo and Google Home are finding traction with American consumers. Market research firm eMarketer expects the devices’ usage to grow 128.9 percent in 2017 as 35.6 million consumers turn to the voice-activated assistants at least once a month.

eMarketer expects the Amazon Echo to take 70.6 percent of the market in 2017, followed by the Google Home at 23.8 percent. The remaining 5.6 percent will be split among Lenovo, LG, Harmon Kardon and other smaller players in the market. While Amazon will likely lose some of its market-share lead, eMarketer expects it to be leading brand in the virtual assistant category for the foreseeable future.

“Consumers are becoming increasingly comfortable with the technology, which is driving engagement,” says Martín Utreras, vice president of forecasting at eMarketer. “As prices decrease and functionality increases, consumers are finding more reasons to adopt these devices.”

The broader virtual assistant category, including Apple’s Siri, Amazon’s Alexa, Google Now and Microsoft’s Cortana, are also enjoying growing popularity. eMarketer projects their usage to grow 23.1 percent in 2017, with 60.5 million Americans using the assistants at least once a month this year.

filed under industry-news | may-2017
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