Adobe Digital Insights surveyed more than a 1,000 consumers about their usage, ownership, and thoughts around voice assistant devices, with some interesting insights on Smart Speakers like Amazon's Alexa or the Google Home.

2. VOICE ASSISTANTS | SEP 2018
Smart Speaker Owners Embrace All Voice Assistants
*Compared to those who don’t own a smart speaker
3x
more likely to use voice
assistants daily on their
smartphones*
13x
more likely to use voice
assistants daily on their
wearables*
4x
more likely to use voice
assistants daily on their
Laptop*
6x
more likely to use voice
assistants daily in their
cars*
• Owners of smart speakers are different from those who
don’t own one. They embrace voice tech across all of
their devices.
• They reported feeling much more comfortable using
voice assistants in front of others compared to those
who don’t own a smart speaker. 72% of smart speakers
owners feel comfortable vs only 29% of non-owners.

3. VOICE ASSISTANTS | SEP 2018
Smart Speaker Ownership is on the Rise
*ADI Consumer Electronics Report (Jan, 2018)
• Ownership of smart speakers has
increased by 4% points since Dec
2017.
• This growth is even more
considerable when accounting for
the fact that 79% of Smart Speaker
sales occur in Q4*.

4. VOICE ASSISTANTS | SEP 2018
Consumers Who Own a Smart Speaker are More Likely to Buy
One in the Upcoming Holidays
45% of consumers who own a smart speaker are planning to purchase another one for
themselves in the upcoming holiday season

5. VOICE ASSISTANTS | SEP 2018
After the Upcoming Holidays Almost 50% of Consumers Will Own
a Smart Speaker
32% of surveyed consumers
already own a smart speaker,
and 16% more are planning on
getting one in the upcoming
holiday season.

6. VOICE ASSISTANTS | SEP 2018
Who Has Already Bought a Smart Speaker?
The younger consumers and males are more likely to have already
purchased a smart speaker.

7. VOICE ASSISTANTS | SEP 2018
Voice Assistants Have Not “Gotten Old” Yet. Their Usage Is Up YoY
• 3D TVs, QR codes, and Segway are all part of the
overhyped tech club that faded away after the
initial popularity burst.
• On the flip side, voice tech is getting
incorporated in our culture. Only 4% of smart
speaker owners reported reducing their usage of
voice assistants in the past year, 76% have been
using them more.
• Even out of those who don’t own a smart
speaker 38% said they’ve been using voice
assistants more, and only 11% have been using
them less.

8. VOICE ASSISTANTS | SEP 2018
Consumers Are Getting Regular Use Out of Their Smart Speakers
71%
of smart speaker owners reported
using them at least daily
8%
of smart speaker owners reported
almost never using them

9. VOICE ASSISTANTS | SEP 2018
Voice activities expanding beyond music & weather
70%
report using a
voice assistant
for music
64%
weather
forecast
46%
alarms/
reminders
53%
asking fun
questions
46%
checking
the news
47%
online
search
35%
basic
research
34%
asking for
directions
31%
smart home
commands
30%
shopping &
ordering
items
24%
send and
receive
msgs
17%
food
delivery
30%
sports
scores
32%
calendar/
schedule
20%
playing
games
13%
manage
finances
16%
hotel/flight
research
36%
making calls
27%
checking
traffic
PRIMARY ACTIVITIES BITE-SIZED INFORMATION EMERGING USE CASES
Segmented: responses from those
who own a smart speaker

10. VOICE ASSISTANTS | SEP 2018
Voice Assistants Augment the Shopping Experience
While not many smart speaker
owners don’t commit to placing
orders over their device, they use
them heavily to create lists,
compare prices and initiate their
product search

11. VOICE ASSISTANTS | SEP 2018
It’s Becoming More Normal to Speak to a Machine
• As is the case with any new
technology, voice assistants are
going through a transition phase
where it’s slowly becoming
acceptable to use voice assistants in
front of others.
• For comparison, in December 2017
only 64% of smart speaker owners
reported feeling comfortable using
VAs in front of others.
• People who don’t own a smart
speaker are still uncomfortable using
VAs in front of others

12. VOICE ASSISTANTS | SEP 2018
METHODOLOGY AND GLOSSARY
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• Based on a survey of 1,000+ US consumers.
• Smart Speakers: speakers enabled with voice assistant technologies, like Amazon Alexa, Google Home, or Apple HomePod.
**Source: Internet Retailer 2017