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Google Assistant has a huge advantage in the voice assistant market (GOOGL)

Rayna Hollander
Updated
global voice assistant smartphone share
global voice assistant smartphone share

BI Intelligence

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By 2022, devices running Google Assistant are going to be much more prevalent in the smartphone market than those running competing native voice assistants like Apple's Siri or Samsung's Bixby, according to Strategy Analytics. Already, Google’s artificial intelligence (AI) powered voice assistant has the greatest smartphone installed base.

Devices running Google Assistant account for 46% of the smartphones equipped with personal assistants, but by 2022, Google will expand its market share to exceed 60%. This will give Google a major advantage in the years to come, because consumers who have access to a built-in smartphone voice assistant are more likely to use it than one from a competing platform.

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Here are some takeaways from the report that highlight Google’s advantage in the smartphone personal assistant space:

  • Global search giants will dominate the market by 2022. Google and Chinese search giant Baidu are expected to make major gains between 2017 and 2022, as they’re estimated to boost their market shares by 31% and 75% respectively. Baidu currently has 13% of the AI-powered smartphone market, and by 2022, its share is expected to jump to 23%. The pair already dominate in terms of text-based search, and the rise of voice assistants will further solidify their dominance in both voice and text-based search on mobile devices.

  • Preference for Google’s software will hinder uptake of Samsung’s Bixby and strengthen Google’s control over Android. Samsung currently boasts a 13% market share, but by 2022, that is expected to decline to 5%. This drop off will likely come as a result of Android owners favoring the Google Assistant over Bixby, which is a boon for Google considering Samsung leads the overall global smartphone market with a 22% market share.

Google will further strengthen its lead in the market as more of the Android installed base gains access to Google Assistant. Google Assistant is compatible with Android devices running an unforked version of Android 6.0 Marshmallow or newer. Although Google has a massive global reach, with approximately 2 billion active Android devices, just under half are currently compatible with Google Assistant.

As more Android devices upgrade to software that is compatible with Google Assistant, Google will be able to increase its share in the market for smartphones with built-in voice assistants. And this will likely diminish Apple’s share from 41% in 2017 to 17% in 2022 as more Android devices have access to Google Assistant.

It’s important to note that this report only assesses smartphone-oriented personal assistants, without addressing competitors in the smart speaker space.

Although Amazon’s Alexa currently falls short in terms of smartphone usage, the company’s early lead could theoretically help Alexa be a competitor in the smartphone space if Amazon can adequately integrate Alexa into all of the other connected devices in a consumer’s life. Amazon has recently increased effort to do just that; such as creating tabletop smart-screen devices like the Echo Show that run Alexa and baking Alexa into cars like BMW and Nissan.

Jessica Smith, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on the voice assistant landscape that:

  • Identifies the major changes in technology and user behavior that have created the voice assistant market that exists today. 

  • Presents the major players in today's market and discusses their major weaknesses and strengths. 

  • Explores the impact this nascent market poses to other key digital industries. 

  • Identifies the major hurdles that need to be overcome before intelligent voice assistants will see mass adoption. 

To get the full report, subscribe to BI Intelligence and gain immediate access to this report and more than 250 other expertly researched reports. As an added bonus, you'll also gain access to all future reports and daily newsletters to ensure you stay ahead of the curve and benefit personally and professionally. » Learn More Now

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