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eMarketer says voice-assistant use is reaching ‘critical mass’


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Hey Siri, Alexa, Google Assistant, DuerOS and other voice assistants: how popular ARE you in 2019? Research firm eMarketer has published some new numbers for use of this technology in the US. “We estimate that 111.8 million people in the US will use a voice assistant at least monthly this year, up 9.5% from 102.0 million in 2018,” claims its latest report. “This amounts to 39.4% of US internet users and 33.8% of the overall population. By 2021, the number of US voice assistant users will reach 122.7 million, representing 42.2% of US internet users and 36.6% of the US population.”

It’s important to remember that this is ‘voice assistant users’ not ‘smart speaker users’ – “Today, most people use their voice assistants on smartphones and smart speakers. Smartphones, by a wide margin, are most common,” is how eMarketer puts it.

Also interesting: in the US, 34.4% of women and 33.3% of men use voice assistants, according to eMarketer’s research. “While early use tended to skew slightly more female, the percentage of males using voice assistants has accelerated in recent years…”

Stuart Dredge

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