Futuresource estimates that 25m smart speakers shipped in 2017


Research firm Futuresource has put a number to the burgeoning smart-speakers market: 25m units shipped globally in 2017.

The company claims that was a rise of 30% year-on-year, although the US and UK accounted for 95% of the sales between them.

Futuresource estimates that Amazon still holds around 80% of this market despite greater competition, with the number of smart speakers available growing from 10 to more than 40 in the second half of 2017.

“We’re also seeing rapid price erosion, as Google and Amazon draw the battle lines. Smart speakers are moving towards the 100 dollar sweet spot, used as loss-leaders to populate homes with what could become home retail terminals, linking consumers to a supply chain that opens the door to a range of services,” said director of research Simon Bryant. “The winner of today’s smart speaker land grab could be the owner of tomorrow’s consumer.”

There are some contradictions between the different reports floating about on this market though: for example, how to square Futuresource’s US/UK claim with Accenture’s prediction earlier this week that 39% of India’s online population will own a smart speaker by the end of 2018?

We know a pinch of salt is needed for some of these predictions: the task is deciding which ones.

Stuart Dredge

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