CIRP: Amazon Echo Sales Soar in 2016
Amazon sold 5.1 million Amazon Echo devices in the US since its late 2014 introduction, with consumer awareness of the internet-enabled speaker increasing dramatically in the past 12 months as users tap into its diverse capabilities, notes a recent Consumer Intelligence Research Partners analysis of the product.
CIRP estimates that for US Amazon customers, awareness of Amazon Echo increased to 69% as of September 30, 2016, up from 20 percent as of March 31, 2015, the first full quarter following its introduction
“Amazon continues to expand Echo, introducing two new models this year, the Dot and Tap” said Josh Lowitz, Partner and Co-Founder of CIRP. “Amazon also promotes it heavily, with special pricing on multiple Echo device purchases and Echo devices bundled with compatible speakers and home automation devices. Amazon also offers deals available only to Amazon Prime members exclusively through Echo.”
As a result, CIRP estimates that Amazon sold approximately 5.1 million Amazon Echo devices in the US since its late 2014 introduction, with approximately 2 million units sold in the first nine months of 2016.
“The installed based of Amazon Echo users continues to grow at a rapid clip,” said Mike Levin, Partner and Co-Founder of CIRP. “We estimate that the new Echo Dot and Echo Tap models account for at least one-third of sales in the past six months, since Amazon introduced those models. And, a small but meaningful percentage of Amazon customers own more than one Echo model.”
CIRP findings indicate a growing awareness of voice-controlled smart devices and their usefulness in the home space. Name recognition has probably help to bolster this acceptance — with Google and Apple recently releasing their own voice-enabled devices.Amazon Echo's attractive price point doesn't hurt either. CIRP's analysis shows customers use Amazon Echo for many purposes, with one-third using it as an information provider responding to questions and over 40 percent as an audio speaker for listening to streaming music.
CIRP bases its findings on surveys of 3,500 US subjects who made a purchase at Amazon.com in the period from January 2015-September 2016.