Amazon Echo is starting to show that it is penetrating the mainstream market. This comes from data collected by Slice Intelligence which highlights that not only are Echo devices selling well, but they are now starting to sell well, to everyone. For instance, Slice found that 50-percent of the revenue generated from Amazon Echo products came from women by the close of 2016. This is in stark contrast to the 23-percent noted when Amazon Echo first launched. Likewise, the same data seems to suggest that age does not play a factor in Echo-related sales with Slice noting that one-third of Echo revenue during the last two years has come from ‘Generation X’ buyers. Likewise, 32-percent of Echo purchases since January 2015 have come from ‘Baby Boomers’. Numbers like those noted for gender, Generation X, and Baby Boomer demographics, have led to Ken Cassar, a principal analyst for Slice Intelligence, noting that “Amazon Echo has broken into the mainstream”. Further adding that due to the ease of use of Echo products, coupled with their generally affordability price points, Amazon Echo “could establish itself as the hub of the smart home”. Which is likely to be exactly what Amazon hopes will happen.
Another interesting observation being made by Slice which further lends to the notion that Amazon Echo is attracting the attention of less-traditional buyers, is that the data highlights that those who typically spend less on online purchases each year, have also started to pick up an Echo product. For instance, Slice notes that at launch “heavy online shoppers” (defined as those who spend a minimum of $5,000 per year online) accounted for 40-percent of new Echo purchases. In contrast, by the 2016 holiday period, the same “heavy online shoppers” demographic equated to only 28-percent of Echo purchases.
While probably not all that surprising, when it came to which of the Amazon Alexa-powered devices was the most purchased during the holiday season, the affordable Amazon Echo Dot proved to be the winner. Slice found that the Echo Dot accounted for 57.4-percent of all Echo sales during the holiday period. This is in contrast to 37.7-percent for the original Amazon Echo and 4.9-percent for the Amazon Tap. Collectively, Slice notes that November and December were when a significant number of Echo products were purchased, 45-percent in those two months alone. With the data also suggesting that Cyber Monday proved to be the best single day overall for Echo purchases.