New data highlights key metrics informing leading consumer electronics companies and platforms

Parks Associates’ recently released Consumer Insights Dashboard: Tech Ecosystem Dashboard reveals 51% of US internet households report owning a smart speaker and/or display. Among those households that purchased or received a new smart speaker in the past six months, over half chose an Amazon-branded device, 18% chose a Google product, and 8% chose Apple’s HomePod.

“While Amazon claims dominance in the smart speaker market, other third-party players must stay motivated,” said Jennifer Kent, VP, Research, Parks Associates. “Competition among brands such as JBL, Bose, Sony, and Sonos remains intense as they battle for consumer choice and to maintain their position in the market.”

Tech Ecosystem Connected Devices Adoption

The Tech Ecosystem Dashboard also reports that major brands in the consumer electronics market are expanding their ecosystems by leaning into services, platform control, and established hardware leadership. These strategic positions shape how each brand builds its ecosystem around core users. Amazon and Google serve the broader home, while Apple designs for the individual. Samsung anchors its value in the living room and connected appliances. Each company is investing in operating systems, data services, and cross-device engagement to deepen user loyalty and capture recurring revenue.

Other research highlights:

  • Apple has the most robust ecosystem, reaching 61% of US internet households.
  • Samsung’s consumer electronics ecosystem reaches one-half of households and is comprised chiefly of smartphones and smart TVs.
  • Amazon’s ecosystem reaches 46% of households and is comprised of smart speakers/displays, streaming media players, and, to a lesser extent, tablets.
  • Google’s ecosystem reaches 29% of households and is centered on smart speakers/displays.
  • Microsoft’s ecosystem has the widest reach (64%) and is almost exclusively confined to computers, with extended reach through Xbox consoles. 

“Trust is central to expanding from hardware into services, and the recent $2.5 billion FTC settlement with Amazon underscores the risks when consumers feel trapped in subscriptions,” Kent said. “For Amazon, the smart speaker anchors a broad home ecosystem that connects media, commerce, and utilities, making transparency and trust essential to sustaining engagement.”

Consumer Insights Dashboards present survey-based consumer research that tracks foundational market metrics, such as product or service adoption, household spending intentions, churn, and key tracking metrics on leading industry players. This research is available for purchase.

Parks Associates will host the 20th annual CONNECTIONS™ Summit at CES on January 6, 2026, in Las Vegas during CES® 2026. Early sponsors include Diamond Sponsor Alarm.com; Platinum Sensing Solutions Sponsor Origin; Event Sponsor Ivani; and Supporting Sponsor Real Estate Business Review.

To schedule an interview with an analyst or to request specific data, please contact Mindi Sue Sternblitz-Rubenstein at 972-490-1113.

About Parks Associates

Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.

Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.

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