Amazon Echo Invades Apple’s Ecosystem

Most Echo owners have iPhones, while Google Home owners prefer Android

Consumer Intelligence Research Partners, LLC (CIRP), today released analysis of the results from its research on home automation devices, including Amazon Echo from Amazon.com, Inc. (NASDAQ:AMZN) and Google Home from Google (NASDAQ: GOOG), for owners of devices as June 30, 2017.

The analysis indicates that in the US, Amazon Echo owners prefer Apple iPhone and iPad mobile devices, while Google Home owners prefer Android smartphones and tablets.

Among Echo and Home owners, 55% of Echo owners have an iPhone, while 77% of Home owners have an Android smartphone (Chart 1).

Chart 1: Smartphones by device (percent of owners of each device, multiple devices allowed

Chart 1: Smartphones by device (percent of owners of each device, multiple devices allowed

Echo owners tend to use iPhones, relative to the iPhone share of the overall US marketplace. iPhones accounted for less than one-third of phone activations at the same time that over half of Echo owners report having an iPhone. In contrast, among Home owners, over three-quarters report having an Android phone, which is roughly consistent with the overall share of Android phones in the marketplace.

Among Echo and Home owners, 49% of Echo owners have an iPad, while 63% of Home owners have an Android tablet. 25% of Echo owners have an Amazon Fire tablet (Chart 2).

Chart 2: Tablets (percent of owners of each device, multiple devices allowed)

Chart 2: Tablets (percent of owners of each device, multiple devices allowed)

Similar to smartphone ownership, Echo owners tend to have iPads, while Home owners tend toward Android tablets. Half of Echo owners have an iPad, compared to less than one-third Android tablets, and one-quarter Fire tablets. Yet, almost two-thirds of Home owners also have an Android tablet, almost twice as many as have an iPad, and far more as own a Fire tablet.

“Google appears to have sold Home to faithful Android users, while Amazon has sold Echo to a broader mix of users, including iOS, Android, and Fire owners, with a clear presence among iPhone and iPad owners. It’s still early. Even though Amazon has sold 15 million Echo devices, Apple has an installed base of over 140 million iPhones in the US, so Echo hasn’t penetrated deeply into the iPhone ownership group. Yet, this initial data suggests that Amazon has gained a meaningful foothold among Apple’s US customer base.

CIRP bases its findings on its survey of 300 US owners of Amazon Echo or Google Home, surveyed from July 11-27, 2017, who owned one of these devices as of June 30, 2017. For additional information, please contact CIRP.