Voice Technology Usage in the US Tops Worldwide Average - eMarketer

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Voice Technology Usage in the US Tops Worldwide Average

Study finds about half of US smartphone owners use it weekly

June 29, 2017 | Media | Marketing

US smartphone users are more likely to use voice-enabled technology than those in the rest of the world.

A June 2017 study of smartphone owners worldwide from J. Walter Thompson (JWT), The Innovation Group (JWT’s in-house think tank) and Mindshare Futures found that just under half of US respondents (49%) used their voice assistants on a weekly basis, compared with 31% of global respondents.

Frequency with Which Smartphone Owners in the US vs. Worldwide Use Voice-Enabled Technology*, June 2017 (% of respondents)

The survey also turned up some evidence that international users haven’t found the experience to be a positive one: 18% of worldwide respondents said they had used voice-enabled technology just once or twice, compared with 10% in the US.

The study also examined the various ways smartphone owners used voice assistants, including doing online searches, checking the weather or finding a local business. Across the board, US respondents were more likely to use voice-enabled technology.

The JWT/Mindshare data suggests a significantly higher usage level of voice technology in the US than eMarketer’s latest estimate, which puts the total number of voice-enabled digital assistant users at 27.5% of all smartphone users in 2017. Millennials make up the biggest group of users, according to eMarketer estimates, with 29.9 million using voice-enabled digital assistants at least once a month this year.

Monica Melton

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