A short research report looking at the usage of voice assistants across the different generations in Australia. It includes data on recent usage, the impact of smart speakers on requests and common voice queries.

1. Understanding voice assistant usage
across generations in Australia
Marketing Scientist Group
February 2019

2. 2SOURCE : Custoptimize : Baseline Study.
Custoptimize is a series of research
tools designed to understand your
customers, to enable you to optimize
your marketing strategy and grow
your brand.

3. Custoptimize : Population estimates
SOURCE : Custoptimize : Baseline Study. 3
Gen Z
Age : 14 to 21 years
Born : 1997 to 2004
Size : 2.6m
Millennials
Age : 22 to 37 years
Born : 1981 to 1996
Size : 5.5m
Gen X
Age : 38 to 54 years
Born : 1964 to 1980
Size : 5.4m

4. Millennials have turned the traditional marketing strategy on its head, requiring an entirely new approach.
4
71% reporting that they use voice
assistants on a daily basis”
AppDynamics Report :
The Future of Voice Technology in the Enterprise
SOURCE : https://blog.appdynamics.com/news/voice-technology-and-the-enterprise/

5. 5
Australians aged 14 to 54
used voice assistants in the past month

6. Voice Assistants : % using voice assistants in the past month
SOURCE : Custoptimize : Baseline Study. 6
38%
Gen Z
36%
Millennials
32%
Gen X

7. 66%
26%
% using voice assistant in the past month
Smart Speaker in Home No Smart Speaker
7SOURCE : Custoptimize : Baseline Study.
Voice Assistants :
Smart Speaker HHs vs.
No Smart Speaker
2.5x
We saw no
difference in
smart speaker
access by
generation

8. 8SOURCE : Custoptimize : Baseline Study.
1
2
3
4
Voice Assistant Requests :
Top 4 based on ‘last
voice request’

9. 9
of the last voice assistant requests were
made on a smartphone or tablet
SOURCE : Custoptimize : Baseline Study.

10. 10SOURCE : Custoptimize : Baseline Study.
Voice Assistant Request : % based on ‘last voice request’
21%
32%
29%
22%
12%
9%
Gen Z Millennials Gen X
Phone calls /
messages
Play Music, Radio
& Podcasts

11. 11SOURCE : Custoptimize : Baseline Study.
Voice Assistant Request :
% based on ‘last voice request’
by device used
30%
3%
7%
39%
Play Music /
Podcast / Radio
Phone Call /
Messages
Smartspeaker Smartphone/Tablet
5.4x 10.3x

12. 124
1
Voice assistant usage
is similar for all ages,
as is smart speaker
access
2
Those with smart
speakers were more
likely to use voice
assistants in the past
month
3
Technology, rather than
age, played a greater
role in the
types of voice
requests made

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