Parks Associates: Amazon Smart Speakers now Account for 60% of all Smart Speaker Purchases

New data highlights key metrics informing leading consumer electronics companies and platforms

DALLAS, Oct. 1, 2025 /PRNewswire/ -- Parks Associates' recently released Consumer Insights Dashboard: Tech Ecosystem Dashboard reveals 51% of US internet households report owning a smart speaker and/or display. Among those households that purchased or received a new smart speaker in the past six months, over half chose an Amazon-branded device, 18% chose a Google product, and 8% chose Apple's HomePod.

"While Amazon claims dominance in the smart speaker market, other third-party players must stay motivated," said Jennifer Kent, VP, Research, Parks Associates. "Competition among brands such as JBL, Bose, Sony, and Sonos remains intense as they battle for consumer choice and to maintain their position in the market."

The Tech Ecosystem Dashboard also reports that major brands in the consumer electronics market are expanding their ecosystems by leaning into services, platform control, and established hardware leadership. These strategic positions shape how each brand builds its ecosystem around core users. Amazon and Google serve the broader home, while Apple designs for the individual. Samsung anchors its value in the living room and connected appliances. Each company is investing in operating systems, data services, and cross-device engagement to deepen user loyalty and capture recurring revenue.

Other research highlights:

• Apple has the most robust ecosystem, reaching 61% of US internet households.
• Samsung's consumer electronics ecosystem reaches one-half of households and is comprised chiefly of smartphones and smart TVs.
• Amazon's ecosystem reaches 46% of households and is comprised of smart speakers/displays, streaming media players, and, to a lesser extent, tablets.
• Google's ecosystem reaches 29% of households and is centered on smart speakers/displays.
• Microsoft's ecosystem has the widest reach (64%) and is almost exclusively confined to computers, with extended reach through Xbox consoles.

"Trust is central to expanding from hardware into services, and the recent $2.5 billion FTC settlement with Amazon underscores the risks when consumers feel trapped in subscriptions," Kent said. "For Amazon, the smart speaker anchors a broad home ecosystem that connects media, commerce, and utilities, making transparency and trust essential to sustaining engagement."

Consumer Insights Dashboards  present survey-based consumer research that tracks foundational market metrics, such as product or service adoption, household spending intentions, churn, and key tracking metrics on leading industry players. This research is available for purchase. 

To schedule an interview with an analyst or to request specific data, please contact Mindi Sue Sternblitz-Rubenstein at 972-490-1113.

About Parks Associates

Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets. https://www.parksassociates.com

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Contact:
Mindi Sue Sternblitz-Rubenstein
Parks Associates
972.490.1113
[email protected]

SOURCE Parks Associates