“Apple introduced HomePod in the first quarter, and now has a small but meaningful share,” said Josh Lowitz, Partner and Co-Founder of CIRP. “It took a small share of the market from both Amazon and Google. Still, Amazon has a two-year head start, and Amazon and Google each have a low-priced device that accounts for at least half of unit sales, so it’s not clear how much further Apple can establish itself in the market without a more competitive model.”
“Both Amazon and Google encouraged users to buy multiple units, through pricing and promotions,” said Mike Levin, Partner and Co-Founder of CIRP. “Each brand wants to establish a position in a household, with units in every room. This seems to work, as about one-third of owners have multiple units, and almost 10% of Echo users have three or more. The strategy of a very low-priced smart speaker encourages users to try one, and then add more as they get comfortable with the concept. While HomePod does have a modest share of the installed market, it’s not large enough to allow us to analyze number of units per owner in our sample.”
Apple's HomePod costs $349, significantly higher than any of Amazon's Echo devices.
34% of Amazon Echo users and 31% of Google Home users report owning more than one device.