The connected speaker market - France

The global connected speaker market experienced significant growth, with sales surging by 69% in 2020, and total units sold reaching 338 million. By 2023, it's estimated that the installed base of smart speakers will hit 960.73 million units. North America leads with a 35.8% market share. Despite Amazon remaining the global leader with over a quarter of sales, its dominance has slightly declined due to emerging Chinese brands like Baidu, Alibaba, and Xiaomi, which have shown a promising increase in market share.

The French market mirrors this growth, with penetration rates projected to increase dramatically from 11% in 2019 to 36.3% by 2025, largely attributed to confinement measures that spiked at-home device use. The user base has diversified across income and age groups, with younger, urban consumers making up a significant portion. Voice assistants saw higher interaction through smart speakers, as these devices serve various functions, including providing information, media consumption, and controlling smart home devices. The smart speaker market, structured around big tech firms with offerings ranging from €50 to €400, is set for continued expansion and innovation, especially with the development of 5G and AI advancements.

Emerging Trends and Patterns in the French Connected Speaker Market

The French connected speaker market has established a strong foothold within the broader landscape of information and communication technologies. Dominated primarily by global giants such as Amazon and Google, the French market is seeing an uptick in ownership and usage of these smart devices. As of 2020, the penetration rate of connected speakers among the French populace was between 10 and 20 percent, a notable rise from previous years. This surge is mirrored by the doubling of usage rates in 2020, with 10 percent of the French population aged 12 and over engaging with a connected speaker in the latter year.

The French market's rapid expansion has a distinctly youthful and urban character, with the highest access rates found in the 12-17 age bracket at around 32 percent. As the age increases, the rate of access proportionally decreases, highlighting younger demographics as the primary consumers of this technology. Moreover, high-income individuals are no longer the sole proprietors of connected speakers, as ownership has equalized across various socio-economic backgrounds by 2020. Smart speakers are employed for a wide array of activities, predominantly as tools for information retrieval and media consumption.

A significant majority, around 65 to 78 percent, use these devices to check the weather, dig for internet information, or have a good laugh hearing a joke. The devices also act as gateways to culture and media, with 65 percent of users listening to the radio through them, and another 65 percent indulging in music via free platforms. The living room stands as the central hub for smart speakers in French homes, and it's noteworthy that the satisfaction levels with these devices are fairly high, averaging 7.5 out of 10. However, certain user experience challenges remain, such as difficulties in understanding requests and formulating queries, which underscores the need for ongoing improvements in artificial intelligence and user interface design.

Overall, the French market seems poised for further growth, bolstered by the democratization of smart technology, cross-societal appeal, and the integration of smart speakers into daily life as both information tools and cultural conduits. With a sizable and growing base of connected speakers in circulation, currently estimated between six and seven million, the French connected speaker market is rapidly evolving to become an integral component of the nation's digital ecosystem.

Dominance and Diversity: Mapping the Key Competitors in the Smart Speaker Industry

In the landscape of smart speakers, a segment of technology that has seen rapid adoption across the globe, the market is characterized by the presence of a few dominating digital titans and a mix of emerging and niche players that add diversity to consumer choices.

Global Titans and Pioneers

• - Amazon: Touted as the progenitor of the smart speaker revolution with its Echo range, Amazon has held a long-standing lead in the smart speaker market. Its popular voice assistant, Alexa, has become almost synonymous with smart home interactions, showcasing the brand's influence in shaping consumer habits around voice-commanded technology.
• - Google: Not far behind, Google entered the fray with its Google Home and Nest products. It has firmly established itself as a top contender with its Google Assistant-enabled devices, providing users with integrated services and a seamless Google ecosystem experience.
• - Apple: With an emphasis on delivering superior sound quality and emphasizing the privacy of user data, Apple introduced its HomePod speakers. Apple's products, although priced at a premium, are designed to appeal to loyal customers of the brand and those who value the exclusivity and integration of Siri within the Apple ecosystem.

Asian Prominence and Innovation

• - Baidu: Stepping up as a leader among Chinese brands, Baidu's Xiaodu smart speakers have captured significant market share with advanced AI capabilities and integration with Baidu's extensive internet services, reflecting China's growing influence in the smart technology sector.
• - Alibaba: Alibaba's foray with its Tmall Genie smart speaker caters to a large customer base in China, leveraging AliGenie, its in-house developed voice assistant, which adds to the competitive edge with its deep understanding of local language nuances.
• - Xiaomi: Known for delivering quality technology at competitive prices, Xiaomi's Mi Smart Speaker is yet another testimony to the brand's ethos. Xiaomi products often appeal to tech-savvy consumers looking for value combined with innovation.

Specialized and Versatile Brands

• Lenovo, LG, and JBL: Branching into the smart speaker sector, these established tech companies have incorporated Google Assistant and Alexa into their devices, thereby broadening their product offerings and providing consumers with diverse functionalities.
• - Bose, Sonos, and Marshall: These audio-centric brands have transitioned into smart speakers by integrating voice assistance while continuing to bank on their reputable sound engineering, offering high-quality audio experiences.

Inforamtion

• Number of pages : 30 pages
• Format : Digital and PDF versions
• Last update : 05/02/2022

Summary and extracts

List of charts

• worldwide "park" of connected speakers
• Size of the global smart speaker market
• "Park" of connected speakers
• Volume of smart speakers sold
• Trend in the penetration rate of connected speakers
• Connected speaker market size
• Use of the following equipment in the last six months
• Equipment rate for computers, tablets and connected speakers at home
• Access to a connected speaker at home, depending on age
• Access to a home-connected speaker, depending on standard of living
• Access to a connected loudspeaker at home, depending on location
• Preferred purchasing channels for high-tech equipment
• Voice assistant user terminal
• Using the connected speaker to find information
• Connected speaker applications for culture and media
• Location of the enclosure in the foyer
• Number of connected speakers owned
• Satisfaction among connected speaker users
• Market share of major connected speaker manufacturers
• Search interest for the term "Connected Loudspeaker