In the United States, Amazon Alexa is the users' favorite assistant, ahead of Apple's Siri and Google health home

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Posted on February 10, an eMarketer study, market analysis specialist, announces that Amazon is the undisputed leader in the voice assistant sector. Google and Apple, totally shunned by users, are far behind.

Across the Atlantic, Amazon's supremacy in voice assistants is far from coming to an end, according to the analyst eMarketer. Indeed, his study shows that the smart speakers are preferred by users since 2017, far ahead of Google and other manufacturers.

In 2019, the Amazon Echo range brought together almost 72.9% of people using an assistant. At the same time, Google posted a much lower result of 31.1%. The figures for Apple's Siri – essential in the world of smartphones – are not highlighted and are grouped with those of other manufacturers. The attraction for the latter, thus diluted, painfully reaches 17.9%. A desaster.

This big difference is explained by the aggressiveness of Amazon on the market, because since the launch of the Echo in 2014 (in the United States), the manufacturer has not stopped reinventing its artificial intelligence (AI). Indeed, his assistant Alexa has been enriched over the years of skills to gain efficiency and competence. The interactions between the user and the AI ​​have also been modified to be more pleasant and natural.

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Besides that, the price of these devices is very competitive. As proof, in our comparison of health home automation assistants, we can see that the Amazon Eco Dot (new generation) is around forty euros, while it costs approximately 60 € for the Nest Mini.

Recently, the firm of Jeff Bezos has opened up new horizons by launching smart displays (assistants including screens) like the Amazon Echo Spot or the Echo Show.

Finally, the last point to take into account to understand this domination is the almost universal compatibility of Alexa with a large majority of smart health connected objects. Conversely, the catalog of products reconcilable with Siri from Apple via HomeKit was initially more than reduced. At first presented as a pledge of quality by Apple, this quickly became an obstacle to the democratization of this assistant. Nevertheless, the apple brand understood the obstacle that this could represent for consumers and changed its tune by adding more and more references.

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Despite everything, the preference gap is not about to narrow, because for this year, eMarketer predicts results almost similar to 2019. To qualify all the same, since there will also be a slight decrease for Amazon, passing to 69.7%, then to 68.2% in 2021.

On the other side, Google will reach 31.7%, then 32% in a year. Finally, the other manufacturers, including Apple with Siri, remain in their corner with 18.4%, then 18.8%.

Finally, eMarketer specifies that the proliferation of users on this type of product will decrease, as Alexa and the other AIs are in the process of being integrated into other universes. Victoria Petrok, a leading analyst at eMarketer, explains that over time, people will turn to other devices that incorporate these voice assistants, such as faucets, shower heads, or vehicles.

She adds that “Amazon’s next challenge will be to maintain its supremacy in these new areas”. The death knell for voice assistants is not about to ring.

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