Ownership & usage of smart speakers is growing, voice assistant experiences become part of our everyday lives. marketers need to optimize those experiences. Knowing how, where, why and quality of current experiences will help brands improve and incorporate voice into their brand experience.

2. VOICE ASSISTANTS | Feb 2019
State of Voice: Key Findings
• Ownership & usage of smart speakers is growing…
• Voice Assistant Experiences & Results are getting better
• 59% of Consumers say that they’re using Voice Assistants More than Last Year
- A 10% YoY increase that is being driven by Smartphones & Smart Speakers
• Consumers like having voice functionality in items like TVs & Cars, but don’t need it in appliances like
toasters & refrigerators
• A Consumer is 51% more likely to be using a Voice Assistant if he/she owns a Smart Speaker
• Over a third of Consumers find Voice Ads on Smart Speakers to be more engaging and less intrusive
than online, print, TV, and social media ads

3. VOICE ASSISTANTS | Feb 2019
Smart Speaker Ownership & Usage Rising
• Ownership of smart speakers has
increased by 4% points since Aug
2018 to 36%
• Strong Daily Usage shows that
momentum in device utilization is
very present and the smart speaker
does not appear to be experiencing
a downturn in relevance

4. VOICE ASSISTANTS | Feb 2019
Who Owns Smart Speakers?
43% of All Male Consumers are Smart Speaker Owners
29% of All Female Consumers are Smart Speaker Owners
• Millennial Males are more likely to own a smart speaker, over other age and gender cohorts.

5. VOICE ASSISTANTS | Feb 2019
Better Voice Assistant Performance Driving Usage
• Improvements in performance and
experiences, on the part of voice
assistants, is helping increase usage of
voice, over device keyboards and
traditional methods of initiating search

6. VOICE ASSISTANTS | Feb 2019
Where Do People Keep Their Voice Assistants?
LIVING ROOM 64%
BEDROOM
46%
KITCHEN
32%
BATHROOM
6%
OUTSIDE
2%
OFFICE
12%
• 64% of consumers report
keeping a smart speaker in
their living room –making
it the most popular
location, in their home.

7. VOICE ASSISTANTS | Feb 2019
Voice Use Cases Explored
• Voice Assistant Usage for tasks like setting alarms, listening to music, and basic research is growing,
however, utilization for tasks like managing finances and making travel reservations is significantly down

8. VOICE ASSISTANTS | Feb 2019
Which Voice Assistant is the Fan Favorite?
• 47% of consumers say the
voice assistant on their
smartphone is the
favorite, followed by
smart speakers (31%), car
(8%), tablet (7%), laptop
(5%) and wearables (3%)
47% 8%31% 7% 5% 3%
• 48% of consumers use
their smartphone voice
assistant “at least daily” or
multiple times per day

9. VOICE ASSISTANTS | Feb 2019
Which types of devices would consumers like to have voice
functionality in?
NONE OF THESE 33%
THERMOSTAT 29%
LIGHTING 28% GAMING 18% WASHER/DRYER 14%
OVEN 12% REFRIGERATOR 11%
TVs, cars and thermostats come out
on top, as chosen by 42%, 29% and
29% of consumers, respectively
• 32% of people say when buying a TV,
voice control is an important factor in
their purchase decision (42% say the
same for music speakers; 37% for cars)
• 38% of consumers say that their smart
speaker experience would be
enhanced with a touchscreen (14% do
not agree)
• 18% of people report owning a car
with a voice assistant enabled. Of
these, 44% use it “at least daily” or
more
ADDITIONAL INSIGHTS
TV 42% CAR 29%

10. VOICE ASSISTANTS | Feb 2019
How do consumers feel about hearing ads on smart speakers?
• Almost 40% of consumers
agree that voice ads on smart
speakers are less intrusive
and more engaging than TV,
Print, and Online Ads

11. VOICE ASSISTANTS | Feb 2019
METHODOLOGY AND GLOSSARY
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• Between January 28th-31st, 2019 1001 U.S. adults 18 or older completed a web survey about their use of voice assistants. All
consumers were required to own a smartphone.
• Smart Speakers: speakers enabled with voice assistant technologies, like Amazon Alexa, Google Home, or Apple HomePod.