Here’s how Amazon’s and Apple’s new smart speakers stack up with consumers

BI IntelligenceThis is a preview of a research report from Business Insider Intelligence, Business Insider’s premium research service. To learn more about Business Insider Intelligence, click here.

Smart speakers — Amazon’s Echo, for example — are the latest device category poised to take a chunk of our increasingly digital lives. These devices are made primarily for the home and execute a user’s voice commands via an integrated digital assistant. These digital assistants can play music, answer questions, and control other devices within a user’s home, among other things. 

The central question for this new product category is not when they will take off, but which devices will rise to the top. To answer this question, Business Insider Intelligence surveyed our leading-edge consumer panel, gathering exclusive data on Amazon’s recently released Echo Show and Echo Look, as well as Apple’s HomePod. 

In a new Smart Speaker report, Business Insider Intelligence analyzes the market potential of the Echo Look, Echo Show, and HomePod. Using exclusive survey data, we evaluate each device’s potential for adoption based on four criteria: awareness, excitement, usefulness, and purchase intent. And we draw some inferences from our data about the direction the smart speaker market could take from here.

Here are some of the key takeaways:

• Amazon’s new Echo Show is the big winner — it has mass-market appeal and looks like it will take off. The combination of usefulness and excitement will drive consumers to buy the Echo Show. The Echo Look, though, seems like it will struggle to attract that same level of interest.
• Apple’s HomePod looks likely to find a place in the smart speaker market but won’t dominate its space like the iPhone or iPad did.
• The smart speaker market will evolve rapidly in the next few years, with more devices featuring screens, a variety of more focused products emerging, and eventually, the voice assistant moving beyond the smart speaker.

In full, the report:

• Showcases exclusive survey data on initial consumer reactions to the Echo Look, Echo Show, and HomePod.
• Highlights the aims and strategies of major players in the smart speaker market.
• Provides analysis on the direction this nascent market will take and the opportunity for companies considering a move into the space.