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Report: Google way behind in American smart speaker user base at 18.4%
August 15, 2025
It’s incredible to think how quickly thesmart speaker markethas exploded. When you remember thatAmazon Echofirst went on salein June 2015, it illuminates just how fast-paced the smart home market has become.
According toa new survey of over 1,000 Americansreleased byVoicebot, in collaboration withPullStringandRAIN, the amount of American adults who own at least one smart speaker is 19.7 percent. If you extrapolate that number to the U.S. population, it means there are about 47 million smart speaker owners in the country. Not bad for a basically three-year-old market.
The 29-page report is filled with juicy tidbits about smart speaker ownership, which is interesting because bothGoogleandAmazon, the two major players in the smart speaker game, are very secretive about their sales numbers.
In what must be some sobering news for Google, according to this Voicebot report, only 18.4 percent of American smart speaker owners have aGoogle Homeproduct. A whopping 71.9 percent have anAmazon Echoproduct. It’s true that Amazon blazed the trail in smart speakers, one would think that Google would have attaineda much higher market sharethan that by now.
The report breaks things down which devices people own even further, too:
It’s not all bad news for Google. The report concludes that 50 percent of consumers who currently don’t own a smart speaker plan to buy one in 2018. That’s a tremendous opportunity to close the gap.
The report also says only 42.7 percent of Android users have ever tried to useGoogle Assistanton their smartphones, while a whopping 76.7 percent of iPhone users have tried Siri. This may seem like bad news, but it illuminates another advantage Google has over Amazon.Alexadoes not come pre-installed on the vast majority of smartphones, which gives Google the upper hand with that 50 percent of consumers looking to buy a smart speaker.
The report states the overwhelming majority of smart speaker owners only own one speaker. Only about 34.3 percent of smart speaker owners own more than one speaker, and only a paltry 7 percent own four or more.
Voicebot also asked consumers who don’t own a smart speaker why they don’t own one. 37.9 percent of people just weren’t interested, but the two other most significant reasons were smartphones already having the functionality they need and privacy concerns:
Finally, in a hilarious and maybe concerning revelation, consumers are equally as likely to have a smart speaker in the garage as they are in the bathroom — seriously. About 6 percent of respondents in the survey said they have smart speakers in a bathroom of their home, which is just disturbing.
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