KEY POINTS

  • The smart speaker market is still nascent, but new product introductions indicate how it may grow. The space is changing rapidly, with new players including Apple entering the market and leaders like Amazon iterating on existing products, making this an area to watch.
  • All of the recently launched products take their makers' hardware in new directions. Amazon’s latest devices retain the Alexa voice assistant and a speaker, but have additional capabilities beyond those of the original Echo and Echo Dot, while Apple put Siri in a new form factor.
    • The Echo Look includes a camera and is capable of giving the user style advice and suggestions based on their personal style.
    • The Echo Show includes both a camera and a touch screen that can be used for video chat and shopping.
    • The HomePod offers a high-quality speaker and a stationary hub for Apple’s Siri voice assistant, allowing it to play and suggest music, answer questions, and control smart home devices.
  • BI Intelligence's Tech Adoption Indicator uses exclusive panel data to take an early look at consumer perception of these recently announced products. We conducted surveys within about a week from the announcement of each device, and used the results to evaluate the market potential of the Echo Look, Echo Show, and HomePod based on consumer awareness, excitement, usefulness, and purchase intent.
  • Amazon's new Echo Show is the big winner — it has mass-market appeal and looks like it will take off. A large portion of respondents (28%), especially [...]