In a world where now all consumers have to do is say, “Alexa, reorder coffee” and it will be delivered within two days, businesses are seeing the importance of a voice-enabled experience. But it doesn’t mean that all consumers are using voice technology like this. A large proportion of US consumers still do not use voice assistants, per a survey [download page] from SUMO Heavy – but one-third (35%) do so at least monthly.
SUMO Heavy’s survey of more than 1,000 US adults reveals that 16% of respondents are using voice assistants like Alexa, Siri and Google Assistant daily. At the other end of the spectrum, close to half (46%) never use them. Some 13% say they use a voice assistant weekly with another 6% saying they use the technology monthly.
Of those respondents who use voice assistants, half (49% share) report that their preferred device for interaction with voice assistants is their smartphone. The survey also found that iOS users are heavier users of voice assistants than Android users, with more than half (55%) of Android users saying they never use the voice assistant on their Android device. This is compared to the 44% of iOS users who use the voice assistant on their mobile device at least monthly.
As for Smart Speakers, nearly one-fifth (18% share) of respondents say they prefer to interact with voice assistants on such devices more than any other. In February of this year, a survey from Adobe found that 36% of US adults own a Smart Speaker.
The majority of retailers are seeing the growth of voice as an opportunity for future sales. This optimism isn’t unfounded. While the recent SUMO Heavy survey found that only 17% of respondents say they have browsed or shopped using a voice assistant, on closer inspection of the responses they found that the pattern is different for heavy users. In fact, 42% of those respondents who regularly (daily or weekly) use voice assistants say they have shopped using a voice assistant.
To read more, download the report here.
About the Data: Report findings are comprised of a survey of 1,046 US adults (ages 18 and older) which took place in April 2019.