Consumers who own voice-enabled devices Google Home or Amazon Echo are testing out if they like shopping with their voice.

About half of consumers who own a voice-enabled device have used it to buy something online, according to a recent study from market research firm Consumer Intelligence Research Partners LLC.

Among consumers with Alexa-enabled Echo, Dot or Tap devices from Inc., or those with a Google Home device who have used it for shopping, most have only used the device for shopping one to three times, according to a July study that surveyed 300 U.S. owners of Amazon or Google’s voice-activated digital assistant products. CIRP cautions readers that this is an early look of a small sample of device owners.

While most consumers who have tried it are not shopping frequently, there is a “significant” number of consumers who have used it more than six times, says Mike Levin, partner and co-founder of CIRP.

Owners of Amazon Echo devices are more frequent online shoppers than Google Home device owners. Roughly twice as many Echo owners have made a purchase four or more times compared with Home speaker owners, according to the study.

The difference between the brands is not surprising for several reasons, Levin says. First, Echo devices have been available for two years longer than Google’s voice assistant, and so Amazon’s product has greater market penetration. Amazon Echo has about 15 million units installed in the U.S., which represents 76% of the market, while Google Home has about 5 million units, or 24% of the voice shopping market as of June, according to CIRP data.


In addition, Amazon’s entire catalog of products sold online is available to consumers via voice ordering, and the web giant has promoted its Echo devices as a new way to shop. Google’s device, however, is marketed as a consumer’s assistant for everything from driving directions to controlling the lights, and Home only added a shopping component in February.

Listening to music is the most common way owners use their Amazon Echo or Google Home devices, with more than 70% of consumer saying they do this almost daily, according to the CIRP survey. The next most popular activities were asking questions on such topics as the weather or sports scores, setting timers/alerts, and automating home functions, such as turning on lights or activating a security system.

Amazon is No. 1 in the the Internet Retailer 2017 Top 500.