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About 14 Percent Of iPhone Owners Plan To Buy Apple Homepod

Apple may have to catchup to Amazon Echo and Google Home in the voice-activated device game, but a Raymond James analysis shows that consumers are already interested.

While it may seem that Amazon Alexa and Okay Google are already firmly established in the voice-activated Connected Home landscape, Apple’s forthcoming entry into that space with Homepod may seem like an uphill battle, but a Raymond James analysis suggests that you can never underestimate the iPhone maker’s devoted customer base.

Raymond James survey of 500 consumers found that 14 percent of iPhone owners are interested in buying Apple’s smart speaker product, Homepod, which, debuted last month at WWDC forum.

To put that number in perspective, Raymond James considered the anticipation for the Apple Watch, which has has had a mixed consumer reception in the marketplace.

Three years ago, when the Apple Watch was first announced, iPhone owners’ purchase intention of that product was only 6 percent.

Homepod’s positioning starts with entertainment, but it doesn’t end there.

“If we combine with those that intend to own a Beats wireless speaker, [Homepod ownership intent] exceeds the ownership interest in both speech enabled speaker leader Amazon, and Bluetooth speaker leader, Bose,” Raymond James analysts Tavis McCourt and Mike Koban write. “Initial interest in HomePod seems better than the tepid media reaction would suggest.”

In terms of how the voice-activated assistant space is shaping up, Parks Associates has noted that adoption of digital voice-activated assistants more than doubled in Q1 as 76 percent of consumers having used spoken commands to their connected device. As such, the timing could hardly be better for Apple’s entry into the space currently commanded by Amazon and Google.

According to Forrester, 33 percent of U.S. online adults say they use intelligent agents like Google Now or Cortana, Forrester notes.

In its outlook for the connected intelligence market in 2017, eMarketer projects that 35.6 million Americans will use a voice-activated assistant device at least once a month for sudden rise of 128.9 percent over last year.

Elsewhere, the native digital assistant installed base is set to exceed 7.5 billion active devices by 2021, which is more than the world population, according to a report by British consultancy Ovum.

At the moment, eMarketer has Amazon’s Echo device with a vast lead amounting to a 70.6 percent share of users in that space. Google Home, which only launched last October, will have to catch up as it has just 23.8 percent of the market.

While the role of Amazon and Google in the Connected Intelligence is largely about dominating the paths to online/offline commerce, Apple appears to be taking a slightly different path.

With Homepod, which is powered by Apple’s pioneering connected intelligence voice-assistant Siri, the company is placing emphasizing the new device as an entertainment hub first, and a Connected Home utility second.

As such, as many consumers still are unsure of how best to use Alexa or Okay Google to initiate a transaction or find a local business, Homepod users may also come at those skills more naturally, having been trained to use voice-activation for fun first. That mirrors the initial use of the iPhone, which then saw its use cases expand over the past decade, changing the way all consumers and businesses interact.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.