Apple’s Siri, Amazon Alexa and Google Assistant have gone from being virtual unknowns to familiar household names, moving out of the early-adopter phase and into the mainstream, according to a new study by eMarketer.
eMarketer estimates that 111.8 million people in the U.S. will use a voice assistant at least monthly this year, up 9.5% from 102.0 million 2018. This amounts to 39.4% of U.S. internet users and 33.8% of the overall population.
By 2021, the number of U.S. voice assistant users will reach 122.7 million, representing 42.2% of U.S. internet users and 36.6% of the U.S. population.
Voice assistant use also cuts across various demographics. For example, there will be 57.6 million female and 54.2 million male voice assistant users in the U.S. this year. This equates to 34.4% of women and 33.3% of men who use voice assistants at least monthly.
While early use tended to skew slightly more female, the percentage of males using voice assistants has accelerated in recent years.
Today, most people use their voice assistants on smartphones and smart speakers.
Smartphones, by a wide margin, are most common. This is not surprising, given the sheer numbers: The US penetration rate for smartphones is 70.5%, and most models now come equipped with—or can download—voice assistant software.
Edited from eMarketer