Will Virtual Assistants Assist Consumers This Holiday Season? - eMarketer

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Will Virtual Assistants Assist Consumers This Holiday Season?

Just 6% of respondents said they would be lost without one

November 15, 2016

Consumers are frequently turning to virtual assistants like Siri and Alexa to help with a variety of things. But according to September 2016 research, most internet users won’t be turning to them for assistance to stay organized during the upcoming holiday season.

US Internet Users Who Use a Virtual Assistant to Stay Organized During the Holiday Season, Sep 2016 (% of respondents)

Indeed, more than eight in 10 US internet users said they won’t, because they have other methods to stay organized, the survey from brand agency Sequence revealed. Surprisingly, only a small number of respondents said they would be using one. For example, 13% said they haven’t used one yet, but plan to give it a try this year and even fewer, just 6% of respondents, said they will use a digital personal assistant because they would be lost without one.

Generally, people use virtual assistants for different tasks. A survey from AYTM Market Research found that nearly two-thirds of artificial intelligence (AI) users said they used AI assistants to ask general questions, and some 39.7% used them to get directions while driving.

Voice-controlled personal assistants may very well be the future of search, especially on mobile. A study by 451 Research found that 13% of US mobile phone owners use a voice-controlled personal assistant on their device daily. Some 14% use it weekly and 10% of respondents said they have used one monthly, adding up to 37% of mobile phone owners who regularly use a personal digital assistant.

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