Smart speaker ownership rates in Great Britain from 2018 to 2020

Voice activated speaker ownership is on the rise in Great Britain, with survey results showing a significant increase in the rates of ownership from the first quarter of 2018 to the first quarter of 2020. Ownership rates jumped four percent from the fourth quarter of 2018 to the first quarter of 2020, to reach 19 percent.

Smart speaker ownership in the United Kingdom

By age, 16 percent of respondents in three major age categories in the UK owned a smart speaker. 16 percent of those aged 16 to 24, 25 to 34 and 35 to 54 years old owned a smart speaker, while seven percent of those aged 55 years or older owned such a device.

Amazon achieved the greatest penetration rate among smart speaker owners, at 63.8 percent. 33 percent of smart speaker users in Great Britain own more than one speaker.

Smart speaker global market

Amazon owned the largest share of the smart speaker market in the second quarter of 2019, claiming 21.9 percent of the market. The market has fragmented considerably since the third quarter of 2016, when Amazon was responsible for a 93.5 percent slice of the market, and the market leaders of 2019 such as Google, Baidu, Alibaba and Xiaomi had not yet entered the this space. By 2022, the smart speaker is expected to generate revenue in the order of 27.8 billion U.S. dollars.