‘The market for smart speakers in the Netherlands is saturated’
Almost a quarter of Dutch households own a smart speaker, which amounts to 1.8 million households. That is equivalent to owning it in 2021. Only 1 percent plan to buy a smart speaker, so growth seems to have stalled.
Market smart speakers
The Multiscope researchers have conducted a survey among almost 5,000 Dutch people to learn more about owning smart speakers in the Netherlands. Conclusion: the number of families with a smart speaker at home has not increased compared to 2021, writes AWSmart.nl.
In total, 23 percent of households own a speaker with a smart assistant, which is the same percentage as last year. In 2020, 19 percent of families had such a loudspeaker at home. Men (30%) more often own a smart speaker than women (15%). In addition, 18-34 year-olds (32%) and 35-49 year-olds (25%) are more often in possession of a smart speaker than people over 50 (16%).
Lower expenses
Consumers spend an average of 312 euros on a smart speaker. This is slightly less than in 2021 when an average of 325 euros was spent. The total market value of smart speakers thus amounts to more than 562 million euros and in most cases the speaker is bought at MediaMarkt (19%), bol.com (15 %) or Coolblue (13%).
Multiscope therefore judges that the market is at its peak, with growth that has stopped in 2022 and only 1 percent of those surveyed want to have a smart speaker at home. Do you belong to that group? Then check out our guide to the best smart speakers with Google Assistant.
Smart home is growing
If we look at the subject more broadly and look at the smart home device market as a whole, there is still growth. This concerns all types of smart devices: from smart roller blinds to lighting and speakers. Smart lighting and switches are the most popular smart home products, followed by smart speakers and thermostats.
Do you want to stay informed of the latest news about smart home products? Then read AWSmart.nl.
