A Foolish Take: These 4 Digital Assistants Dominate the US Market

The market for digital virtual assistants could grow from $2.3 billion in 2018 to $19.6 billion by 2025, according to Zion Market Research. The main tailwinds for that market include smartphones, connected smart-home devices, and connected cars.

Four digital assistants -- Apple's (NASDAQ: AAPL) Siri, Alphabet's (NASDAQ: GOOG) (NASDAQ: GOOGL) Google Assistant, Amazon's (NASDAQ: AMZN) Alexa, and Microsoft's (NASDAQ: MSFT) Cortana -- dominate the U.S. market, according to a recent Microsoft report.

Chart showing market share of the most widely used digital assistants in the U.S.

Data source: Microsoft. Chart by author.

Apple's strong position is bolstered by the iPhone's near-40% share of the U.S. smartphone market. Google leverages the strength of Android, its search platform, and other cloud-based services to tether users to its Assistant.

Amazon brings Alexa into homes via its Echo devices, which capture over 60% of smart speaker users, according to eMarketer. Google controls about 30% of that market. Microsoft is an underdog, but the integration of Cortana into Windows 10 devices and third-party speakers helps it retain a foothold.

The growth of these assistants indicates that the ecosystem battles between these tech giants will shift from mobile apps toward voice-activated services, which could pave the way for artificial intelligence-powered assistants to seamlessly blend into our daily lives.

Offer from The Motley Fool: The 10 best stocks to buy now
Motley Fool co-founders Tom and David Gardner have spent more than a decade beating the market. In fact, the newsletter they run, Motley Fool Stock Advisor, has quadrupled the S&P 500!*

Tom and David just revealed their ten top stock picks for investors to buy right now.

Click here to get access to the full list!

*Stock Advisor returns as of June 1, 2019.

John Mackey, CEO of Whole Foods Market, an Amazon subsidiary, is a member of The Motley Fool's board of directors. Suzanne Frey, an executive at Alphabet, is a member of The Motley Fool's board of directors. Teresa Kersten, an employee of LinkedIn, a Microsoft subsidiary, is a member of The Motley Fool's board of directors. Leo Sun owns shares of Amazon and Apple. The Motley Fool owns shares of and recommends Alphabet (A shares), Alphabet (C shares), Amazon, Apple, and Microsoft. The Motley Fool has the following options: long January 2020 $150 calls on Apple and short January 2020 $155 calls on Apple. The Motley Fool has a disclosure policy.

The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

In This Story


Latest Markets Videos

    The Motley Fool

    Founded in 1993 in Alexandria, VA., by brothers David and Tom Gardner, The Motley Fool is a multimedia financial-services company dedicated to building the world's greatest investment community. Reaching millions of people each month through its website, books, newspaper column, radio show, television appearances, and subscription newsletter services, The Motley Fool champions shareholder values and advocates tirelessly for the individual investor. The company's name was taken from Shakespeare, whose wise fools both instructed and amused, and could speak the truth to the king -- without getting their heads lopped off.

    Learn More