Frequent voice usage remains consistent as voice assistants further integrate themselves into our daily lives, despite a slow-down in ownership. Combining this regular usage with consumers feelings toward ads on voice enabled devices show that voice ads are becoming an effective way for marketers to reach new audiences.

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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