The State of Voice Assistants

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“Hey Google, Alexa, Cortana, Siri, Eva? Tell me a joke.”

Though we all probably know who Alexa is, it’s fair to say that smart speakers aren’t anywhere close to reaching their full potential. In the coming years, sales of digital assistants are estimated to grow by 93% as the technology becomes further integrated into everyday life in the home, on TV, in our cars, embedded in our clothes and watches, and when we need to go banking.

Ni Hao, Ciao, Hallå

Considering the growing number of virtual assistant users globally, digital market research firm Juniper anticipates ad spending will climb to $19 billion globally by 2022.

Estimated Number of Users of Virtual Assistant's Worldwide

*(incl. smartphone virtual digital assistants, smart watches, fitness trackers, PCs, smart home systems and automobiles) Estimated Number of Users of Virtual Assistants Worldwide* Global Sales of Digital Voice Assistant Devices 2015 2016 2017 2018 2019 2020 2021 20B 18B 16B 14B 12B 10B 8B 6B 4B 2B 19M 17M 15M 13M 11M 9M 7M 5M 3M 1M
*(incl. smartphone virtual digital assistants, smart watches, fitness trackers, PCs, smart home systems and automobiles) Estimated Number of Users of Virtual Assistant Worldwide* Global Sales of Digital Voice Assistant Devices 2015 2016 2017 2018 2019 2020 2021 19M 17M 15M 13M 11M 9M 7M 5M 3M 1M 20B 18B 16B 14B 12B 10B 8B 6B 4B 2B
Estimated Number of Users of Virtual Assistant Worldwide* Global Sales of Digital Voice Assistant Devices *(incl. smartphone virtual digital assistants, smart watches, fitness trackers, PCs, smart home systems and automobiles) 2018 2019 2015 2016 2017 2020 2021 20B 18B 16B 14B 12B 10B 8B 6B 4B 2B 19M 17M 15M 13M 11M 9M 7M 5M 3M 1M

Wake me up at 7 AM

Users around their homes are turning to their virtual assistants to switch on their TV (13%), play a song (50%) to change the mood and set an alarm (46%) before going to bed.

Where Digital Assistants are Used in U.S. Homes

0% 10% 20% 30% 40% 50% 60% Elsewhere Home Office Other Bedroom Kitchen Living Room Bedroom
0% 10% 20% 30% 40% 50% 60% Elsewhere Home Office Other Bedroom Kitchen Living Room Bedroom
0% 10% 20% 30% 40% 50% 60% Elsewhere Home Office Other Bedroom Kitchen Living Room Bedroom

Can’t Type Right Now

Using voice means less screen time and quicker searches. We can speak 105 words per minute vs. typing 40 words per minute.

Why Do You Use Mobile Voice Search?

37%
It's faster
29%
It's easier
22%
Unable to type or look at a phone
12%
It's fun
0.4%
Other

Listen up

With the growth of voice technology, we’re going to start seeing the Internet of Things take over our homes. According to an IFTTT survey, 91% of voice assistant users said that their assistant has made them more likely to buy another connected device in the future. The dream: A true Smart Home where everything is connected. Star Trek without the holodeck! The other side, however is an increasing sense of impending security and privacy concerns. Will consumers get hacked and, if so, where will their data go? And what does a hack mean when your house is the target? Let’s see how digital assistants and the content ecosystem evolve in the coming years.

  • By 2023, there will be over 500 million smart speaker units connecting homes and their appliances, thermostats, TVs and cars. With this voice ecosystem in mind, brands will have to adapt their business strategies.
  • Content should be written with voice search in mind. Brands need to think about how people ask questions, not how they type. Remember: voice assistants only provide one answer.
  • To help search engines understand their website and email content, brands ought to implement structured data as part of their SEO strategy.