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  • 62 Key Voice Search Statistics: 2019 Market Share & Data Analysis

62 Key Voice Search Statistics: 2019 Market Share & Data Analysis

Category: B2B News

Will we be getting rid of keyboards altogether someday? Not entirely. Surely, it is possible that we will spend less time on them when we can do pretty much everything by voice. If you are interested in finding out what is going on in the market today and where it will likely end up in the future, you have come to the right place. We have compiled voice search statistics and facts for you to get a good picture of the market.

voice search statistics toc

1. Global Smart Speaker Market Statistics

Since the boom of smart speakers, voice search usage has increased dramatically. These standalone speakers are designed to interface both first-party and third-party applications and content through a cloud-based voice assistant. In 2015, there were only 1.7 million voice-first devices shipped in the US. A year later, that number blew up to 6.5 million. The following year, consumers were introduced to Amazon Echo, Google Home, and Apple Homepod in a big way. This has fueled the current rise in voice search usage. In this section, we will review some statistics from the past two years.

2018 Global Speaker Market

  • Amazon was the top smart speaker brand in Q3 2018 worldwide (Strategy Analytics)
  • It finished Q3 of 2018 with a global market share of 31.9% (Canalys)
  • The market share of Amazon was down by 50% from the Q3 of 2017 and 2018 (Strategy Analytics)
  • Google ranked second worldwide and was strongest in Western Europe (Strategy Analytics)
  • Google finished Q3 of 2018 with a global market share of 29.8% growing 187% from 2017 (Canalys)
  • Alibaba ranked 3rdin 2018, Baidu ranked 4h, and Xiaomi ranked 5th in Q3 of 2018 worldwide (Strategy Analytics)
  • In 2017, Alibaba only had a 0.1% market share yet managed to claim 11.1% market share in Q3 of 2018 growing more than 200% (Canalys)
  • Alibaba, Baidu, and Xiaomi were vying control of the fast-growing Chinese market (Strategy Analytics)
  • Apple ranked 6thin Q3 of 2018 (Strategy Analytics)

2019 Global Speaker Market

  • Global smart speaker market reached 20.7 million units in Q1 of 2019 (Canalys)
  • The global smart speaker market reached a triple-digit growth of 131%, Q1 2019 (Canalys)
  • In 2019, Chinese manufacturers overtook US vendors by growing up to almost 500% y-o-y in the first quarter (Canalys)
  • US smart speaker global shipment dropped from 44% in Q4 of 2018 to 24% in Q1 2019 (Canalys)
  • China takes up 51% of global smart speaker shipments in Q1 of 2019 (Canalys)

Global Smart Speaker Market Shares by Region, Q1 2019

China (51%) United States (24%) Rest of the World (20%) UK (5%)

Source: Canalys

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The market in East Asia, especially China, is very fertile. China is rising and is already a major global player. Furthermore, the top three largest companies worldwide are located there. Also, experts expect global smart speaker growth to continue rising dramatically in the future. Furthermore, we can expect more adoption from countries like Japan and Singapore in the coming years.

2. US Smart Speaker Market Statistics

Sure, the global market is being taken over by Chinese brands such as Alibaba, Baidu, and Xiaomi. However, US brands still have a strong foothold domestically. It is not that surprising as US companies like Google were early innovators in voice-assisted technology. In May of 2017, Google’s voice search reached a very high 95% accuracy. In this section, we will look at the shape of the US smart speaker market in the past two years.

  • Amazon had a 71.9% share of the smart speaker market in 2018. However, this later dropped to an estimated 61.1% in 2019 (voicebot.ai)
  • In 2018, Google had an 18.4% market share. This rose to 23.9% in 2019 (voicebot.ai)
  • Other manufactures gained 5.3 percentage points from 2018 to 2019 in the smart speaker market. This is from 9.7% to 15% (voicebot.ai)
  • 27% of US consumers used voice search using smart speakers, 2018 (PWC)
  • Only 13% of US households owned a smart speaker in 2017. Ownership is expected to reach 55% by 2022 (OC&C Consultancy)
  • Only 18% of consumers have used smart speakers for local voice searches (BrightLocal)
  • At least 17.2 million people have used a smart speaker to make at least one purchase using a voice command in 2018 (eMarketer)
  • US smart speaker ownership rose 40% to 66.4 million in 2018 (voicebot.ai)

Voice Tech Key Growth Segments in the US

Voice-first devices are getting off the shelves much quicker this year. Amazon has since claimed the top spot among providers. Amazon Alexa and Amazon Echo statistics show that there might be even more room to grow. Lastly, experts predict a surge in general smart speaker sales and thus more voice search usage. But what do Americans really use voice search for? Check out the voice search report in the next section.

3. Voice Tech Usage in the US Statistics

The uses for hands-free voice-first devices seem to be endless. You can control other devices with it like your smart home. People also use voice assistants to compose and send messages and emails. In this section, we compiled relevant facts and statistics from various voice search research sources to give you an idea about end-consumer behavior.

General Voice Search Statistics

  • 25% of US consumers haven’t tried to use voice search but are open to using it, April 2018 (BrightLocal)
  • US voice-enabled digital assistant use is estimated to reach 75.5 million in 2019 (eMarketer)
  • The voice search penetration rate for smartphones is up to 70.5%, 2018 (eMarketer)
  • 39.4% of US internet users are estimated to use a voice assistant at least monthly in 2018 (eMarketer)
  • It is estimated that there will be a total of 77.6 million users in the US this year. This represents 27.3% of US internet users and 23.5% of the total population, 2018(eMarketer)
  • 65% of smart speaker owners use the voice assistant service while they are cooking. While 37% of mobile voice assistant users access the service while cooking, 2018 (PWC)
  • 62% of smart speaker owners use the voice assistant service while they are multitasking. While only 12% of mobile voice assistant users do it for the same purpose, 2018 (PWC)
  • 29% smart speaker owners use it while working while only 25% of voice assistant users on mobile do it, 2018 (PWC)
  • 40% of mobile assistant users access their voice assistants while driving. Apparently, no smart speaker owner use it while driving, 2018 (PWC)
  • 20% of US consumers used voice search for car navigation, 2018 (PWC)
  • 21% of US consumers used voice search from their TV remote, 2018 (PWC)
  • Only 14% of US consumers used voice search from their wearables, 2018 (PWC)

Voice Search Usage by Tasks

  • 58% of US consumers have used voice search to find business information in the last 12 months, April 2018 (BrightLocal)
  • 32% use voice search daily for something they’d normally type into the search engine, 29% use voice to ask for quick questions daily,
  • 35% use voice search to check news and weather daily, 33% use voice search to play music daily, 31% use voice assistants to send texts or emails daily, 16% use voice assistants to control other devices daily, 40% use voice assistants to control other devices every month, and 19% use voice to check traffic or for navigation daily, 2018 (PWC)

Top Reasons for using Voice Assistants in the US, 2018

use voice assistants to control other devices every month

%

use voice search to check news and weather daily

%

use voice search to play music daily

%

use voice search daily for something they’d normally type into the search engine

%

use voice assistants to send texts or emails daily

%

use voice to ask for quick questions daily

%

use voice to check traffic or for navigation daily,

%

use voice assistants to control other devices daily

%

Source: PWC

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US consumers use voice search mainly as a substitute to manually typing everything. This allows for hands-free interaction and further multitasking. However, a big buzz surrounding voice tech is its use for voice commerce. In the next section, we compiled voice search facts related to eCommerce in the United States.

4. Voice Commerce in the US Statistics

Amazon alone sold 4.6 million smart speaker units taking 22.1% of the market share in the first quarter of 2019. They almost doubled their shipments in 2018 at 2.5 million in the same quarter. Also, Amazon even had a strong showing in the second quarter with 6.6 million shipments worldwide increasing their global share to 25.4%. With more devices rolling out with native Alexa already built-in, Amazon-powered voice commerce is poised to surge in the near future. Furthermore, Walmart has partnered with Google to have a voice-based grocery shopping offering. From the shape of things now, voice commerce is soon to gain more traction. Let’s take a look at some voice search data for eCommerce.

General Voice Commerce Statistics

  • Voice shopping in 2017 reached $2 billion. Some estimate it to reach $40 billion in 2022 (OC&C Consultancy)
  • 45% of millennials in the US say they shop using voice search, 2019 (Statista)
  • 56% of US consumers used voice search on mobile devices to search for local businesses in the last year, April 2018 (BrightLocal)
  • 28% of US consumers used voice search on desktops to search for local businesses in the last year, April 2018 (BrightLocal)
  • Only 13% use voice assistants to add items to shopping lists daily, 2018 (PWC)
  • 45% use voice assistants to add items to their shopping lists monthly, 2018 (PWC)
  • Only 10% use voice assistants to buy or order something daily, 2018 (PWC)
  • 40% use voice assistants to purchase something online monthly, 2018 (PWC)
  • 45% of grocery orders were made through Amazon Fresh in 2018 (OC&C Strategy)

Consumer Concerns

  • Only 18% of US consumers have used voice search through a smart speaker, April 2018 (BrightLocal)
  • Only 37% of US consumers older than 55 have tried voice search to find information on local businesses, April 2018 (BrightLocal)
  • 42% of US consumers have a great concern for security using voice tech for commerce, 2018 (eMarketer)
  • 26% are greatly concerned about accidentally ordering duplicates, 2018 (eMarketer)
  • 31% of users have great concerns about ordering the wrong brand or item, 2018 (eMarketer)
  • Only 12% are not concerned about security or that anyone can order using voice tech, 2018 (eMarketer)

Concerns of US Consumers about Voice Commerce

eCommerce has witnessed a boom especially in 2016 where 51% of online shoppers purchased using their smartphones. With the influx of millennials and Gen Zers in the economy, these digital natives may push voice commerce to new heights. Forecasters are bullish about eCommerce growth pegging it to reach 3.56 trillion in sales in 2021. These eCommerce statistics point to a bright future. Right now, it seems that voice commerce will be a big part of it.

The Future of Voice Search Statistics

Today, the global voice search market share is being disrupted by China. Alibaba’s voice assistant is reportedly better than Google’s. Its advanced features can detect implicit intent like asking for another delivery address when a customer will not be home during delivery hours. Furthermore, competitor Baidu is claiming that its voice assistant is already in 200 million devices worldwide. The global voice search market size will continue to grow because of these new entrants. So, what do experts think will happen in the future?

  • Voice speaker buyers will reach 22.7 million in 2019 and are estimated to reach 25.6 million in 2020 (eMarketer)
  • East Asian markets, especially China, will fuel this growth (Canalys)
  • Globally, smart speaker installed base is expected to grow by 82.4% in 2019 at 207.9 million from 114 million units in the previous year (Canalys)
  • The US is expected to retain the lead when it comes to adoption having around 42.2% of the global market installed base in 2019 (Canalys)
  • A 166% growth in the installed base is expected in Mainland China by the end of the year (Canalys)
  • Japan’s installed base is expected to grow by 131% this year (Canalys)
  • Smart speaker sales are expected to overtake tablet sales in 2021 (Canalys)
  • Voice shopping is expected to rise to $40 billion by 2022 from just $2 billion in 2018 (OC&C Strategy)
  • Growth in the segment is driven by homes using smart speakers rising to 55% from 13% in 2018 (OC&C Strategy)
  • Consumer spending through voice assistants is predicted to reach 18% by 2022 (Martech Zone)

Global Smart Speaker Shipments, Q2 of 2019

26.1 Million in Total Shipments

*numbers in % are market shares
Units Shipped in Millions (and companies)

6.6 million (Amazon)

4.5 million (Baidu)

4.3 million (Google)

4.1 million (Alibaba)

2.8 million (Xiaomi)

3.7 million (others)

Source: Canalys

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Amazon still holds the biggest pie in global market shares for smart speakers at 25.4%. Also, Baidu has overtaken Google for second place at 17.3%. Advancements in attitudes towards artificial intelligence will also play a part in the future shape of the global smart speaker market. Furthermore, with China’s domestic market being fertile, it will not be surprising if, in the coming years, the top three smart speaker brands will all be Chinese.

Will you be riding the wave of voice search?

The global smart speaker market is being disrupted by relatively new Chinese entrants. Insiders even claim that their voice assistants are even better than Google’s although primarily deployed in Chinese. However, the domestic market in the US seems to be safe from these new entrants given a wide cultural gap.

Amazon looks to keep its top position in the near future. This is especially so as its voice search services and products interface well with its core business. It is a prime mover in voice commerce with Alexa and Amazon Echo. Google is looking to keep its second place in the domestic market. Also, Google made a deal with Walmart for voice-assisted eCommerce. This could take up some eCommerce market shares from Amazon but, in the state of things, Amazon has not much to worry about.

Moreover, these big moves in the industry worldwide will have a bunch of repercussions. SEO will be affected if indeed a strong surge in voice search usage will come about. Industries will have to recalibrate and redesign their company touchpoints to fit the needs. Also, there will likely be a strong demand for better AI. Furthermore, the demand for better eCommerce platforms that can handle voice search will likely increase. Therefore, businesses have to watch out for such events. It may be better to ride the wave a little early on than to fall behind its curve.

And no, we still wouldn’t be doing away with our keyboards and screens any time soon. However, we may use them a little less.

 

By Louie Andre

B2B & SaaS market analyst and senior writer for FinancesOnline. He is most interested in project management solutions, believing all businesses are a work in progress. No stranger to small business hiccups and drama, having been involved in a few internet startups. Prior to his for-profit ventures, he has had managed corporate communications for a Kansas City-based Children International unit.

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