2. State ofVoice: Key Findings
VOICE ASSISTANTS | May 2019
• Smart speaker ownership begins to slow, but frequent usage remains consistent
• Advertising on voice assistants is becoming a credible alternative to advertising through other formats,
with consumers perceiving voice ads as more engaging and less intrusive than other forms of advertising
• Shopping via voice is showing more potential, with users most frequently purchasing regularly used
household goods
• Voice control is a factor in purchasing items likeTVs, cars, smartphones, and speakers
• Celebrity voices emerge by popular request

3. Smart Speaker Ownership
VOICE ASSISTANTS | May 2019
• Smart speaker ownership
has begun to slow, having
dropped 44% since
January 2019 to June 2019
• However, daily usage has
remained steady, with 73%
of consumers reporting
using their smart speaker
daily

4. Advertising on Smart Speakers
VOICE ASSISTANTS | May 2019
• 1 in 4 smart speaker owners have heard an ad on a smart speaker.Of these, ads are most frequently heard
while the user is listening to music or podcasts (20%), searching online (11%), or checking the news (9%).

5. • 43% of smart speaker owners find
ads on smart speakers to be less
intrusive than ads on other
formats (TV, print, online, social).
26% disagree, while the rest feel
neutral.
• 42% find the ads to be more
engaging (25% disagree)
• Ads on smart speakers are
increasingly being perceived as
less intrusive and more engaging
Ads on Smart Speakers vs. Other Formats
VOICE ASSISTANTS | May 2019

6. • Music, weather, and fun questions
continue to top the list of most
frequent use cases, although these
activities haven’t seen significant
growth over the past 10 months
• While “emerging use cases” (game
play, food delivery) have stalled, those
who participate in these activities are
highly engaged.Of those who use
voice assistants for checking/managing
finances, 52% do so at least daily (40%
for food delivery/takeout, 58% for
gaming).
Use Cases forVoice Assistants
VOICE ASSISTANTS | May 2019

7. • While shopping on smart
speakers makes up a small
share of smart speaker usage
(20%), consumers show
interest in using voice to
purchase regularly used
household items.
• 42% of smart speaker owners
believe voice shopping is
easier than using a computer
(29% disagree)
Shopping on Smart Speakers
VOICE ASSISTANTS | May 2019

8. Shopping Categories on Smart Speakers
VOICE ASSISTANTS | May 2019
• Household goods purchased
regularly (groceries, cleaning
supplies) top the list of items
consumers would feel
comfortable buying through
their voice assistant

9. Voice Control Interest inVarious Products
VOICE ASSISTANTS | May 2019
• When purchasing aTV, 25% of
consumers consider voice control
an important factor in their
purchase decision (30% say the
same for music speakers, 31% for
cars)
• 28% of smartphone users consider
the voice assistant in their
smartphone to be an
indispensable feature, with 44%
using this feature at least daily

10. CelebrityVoice Assistants
VOICE ASSISTANTS | May 2019
• Being able to select a celebrity
voice as a voice assistant is a
feature 1 in 3 people would like
to have
• Younger generations were more
likely to preferThe Rock, while
older generations preferred
GeorgeClooney

11. METHODOLOGY AND GLOSSARY
VOICE ASSISTANTS | May 2019
• Between May 15th-22nd, 2019, 1,025 U.S. adults 18 or older completed a web survey about their use of
voice assistants.All consumers were required to own at least one digital device (such as a smart phone or
tablet).
• Smart speakers: speakers enabled with voice assistant technologies, like Amazon Alexa, Google Home, or
Apple HomePod
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