- Sara Fischer
- Dec 5
Amazon's staggering dominance in the voice-assistant market
Amazon dominates the voice-assistant market, per eMarketer, which is skyrocketing in use amongst millennials — Amazon's Echo has 70.6%, Google Home takes up 23.8%, and everyone else: 6.6% (Lenovo, LG, Harmon Kardon and Mattel).
Adapted from a May 2017 eMarketer chart; Chart: Axios Visuals
Why it matters: Voice adoption is exploding, and Amazon is light-years ahead of everyone else in this category. This year, monthly voice-enabled device usage is up almost 130% year-over-year in the United States.
What's next: The future of search is voice, images and video, so this could be the first big step in potentially putting a dent into Google's search dominance. Google is expected to take roughly 78% of search advertising and owns a majority of desktop and mobile search traffic.
Correction: The growth of Amazon voice-enabled device usage has been corrected to 130%