With many potentially revolutionary technologies like VR or AI impacting the products around us, the future of voice search is bright. Voice-enabled services have seen significant adoption rate growth within a very short period. These voice search statistics take a closer look at this phenomenon and help examine how deep this technology’s penetration is.
The voice recognition market growth will explode in the year to come. Estimations show it will grow at 16.8% CAGR from 2020 and 2025, reaching 27.16 billion.
7 in 10 consumers would choose voice search over typing. Users mostly use voice search for basic queries like checking the weather, setting a reminder, texting a friend, or putting music on, as voice search stats reveal. Given the rapid adoption and consumers’ preferences, we’re likely to witness a time when typing search queries will become obsolete.
Back in 2011, when Siri was introduced by Apple, or in 2013 when Google introduced its voice-search features, it was common for queries to get misinterpreted, leading to incorrect results. Beginning from levels of between 60 and 80%, word accuracy rates for most major voice-search platforms had risen to well above 90%, as per voice search statistics. This improvement is likely to encourage more people to adopt the technology.
(SEO Expert Brad)
Google’s Answer Box—the summary of an answer to a user’s query that is displayed at the top of search results—is the answer that is also provided by Google’s Assistant and the Google Home device. An analysis of these Google voice search answers reveals that over 20% of featured snippets are triggered by a set of 25 words. Google voice search statistics reveal the most frequently occurring terms are How, What, and Best, showing that brands should focus on content that answers queries with informational intent.
Over a third of people using smart speakers have synced the device to their mobile phone. Another 23% have reported they have their TVs and smart speakers synced. A stereo system (18%), light (17%), and thermostat (17%) are also among the devices people sync with the smart speakers.
Technology improvements have gained voice search a forefront place in the everyday lives of 31% of people. The number of digital virtual assistants will continue to grow at a rapid pace, reaching an estimated 1.8 billion users in 2021.
44.2% of all internet users in the US are using voice search. This equals approximately 128 million people or 38.5% of the population in the US. Voice assistant statistics estimate that this trend will go upward, and 2021 will see 132 million people in the US using voice-based digital assistants at least once a month.
More than half of users think the most important quality of a voice assistant is how well it understands the speech. For 36.8% it’s important how fast the voice assistant responds and 33.4% consider how much it can do.
Voice-activated Google search is now available on devices like Google Home, Android phones and tablets, iPhones, headphones, TVs, watches, and more. Recently, Google Assistant statistics revealed that there are 500 million active monthly users. All these data points toward one incontrovertible fact: Google’s voice-enabled service is getting popular among consumers at a relentless pace.
Coming head to head with Google Assistant by the number of installs, Siri is one of the game leaders. Microsoft Cortana and Baidu DuerOS come next with 400+ million installs, each. Amazon Alexa and Samsung Bixby follow with 200+ million and 160+ million installs, respectively.
As per voice assistant statistics on the global market, Siri and Google Assistant lead the way each with 36% share across devices. Amazon's Alexa is the third most popular voice search assistant and accounts for 25% of the market, followed by Microsoft’s Cortana with a 19% share.
Even though Siri voice search is viewed as less capable than other voice assistants, its long-time presence on iPhone has helped it develop familiarity among users. Siri statistics reveal it accounts for 45.1% of smartphone voice assistant users, the largest relative market share among smartphone voice assistants.
Google Assistant (with 29.9% market share) has made it onto millions of Android devices, but the company still needs to educate users on its availability and capabilities. Meanwhile, Amazon’s voice assistant has garnered an 18.3% share, whereas Samsung Bixby accounts for 6.7% of total smartphone voice assistant users.
Smartphone voice assistants offer great convenience which is why their usage grows even faster than the overall smartphone ownership. Over two years, smartphone voice assistant use grew by 11% to 56.4%, and the number of daily active users climbed by 23% in the same period.
Every Google voice-activated device runs on similar algorithms and returns the same answers but with different wording. So the answers will differ depending on the device used. Google Home statistics indicate that Home Hub and Android phones have matching results of 66%, whereas Google Home Mini and Android phones have mere 0.33% matching results.
Google Mini and Google Home show the longer-than-the-average length of answers — 41 words. This number is 3.7x higher compared to answers provided by Google Home Hub and Alexa, with an average answer of 11 words, each. The average answer that Siri yields contains 15 words.
This is quite an improvement from only a few years ago when the average number of unanswered queries was 35%. Of all voice assistants analyzed, Alexa struggled to answer 23% of the queries. Google Home Hub had 5% unanswered queries, whereas Google Home Mini, and Google Home had 3% each.
This massive jump in the use of voice search products from 13% today is likely to be driven mainly by three tech behemoths: Amazon Echo (10% US penetration), Google Home (4%), and Microsoft Cortana (2%).
Despite Siri being the first popular voice assistant, Apple is trailing behind in this race right now. Amazon has a particularly strong hold over the market, with businesses depending on its “Choice” status for success, as well as 85% of customers relying on Amazon’s suggestions and a vast majority of orders in areas like grocery being made on the platform, as per Amazon Echo statistics.
The smart speaker installed user base grows at a rapid pace, noting a 34.4% adoption rate. Now, close to 90 million US adults are using smart speakers, up by 32% from 2019 and a whopping 85% from 2018.
Seeking information on news, weather, recipes, appointments, relationships are what people use most with their smart speakers. This is followed by chatting with the voice assistant for fun (68%) and setting alarms or timers (68%), as voice search trends reveal.
The next two most popular uses are searching for weather information (81%) and search for factual information (75%). The functionality evolution of smart speakers is expected to reflect that of the iPod, which was used mainly for music initially but evolved to play media and answer queries in time. As artificial intelligence, natural language processing, and machine learning are developing, and businesses embrace the technology to meet consumer needs, the sophistication of functionality will evolve among smart speakers as well, reflecting the trends shown by Apple Siri statistics.
The number rose by 8% from 2019 when 37.6% of smart speaker owners had their voice-enabled device placed in the bedroom. Voice search statistics indicate that consumers that have the smart speaker in the bedroom are more likely to be heavy users. They are 21-25% more likely to listen to streaming music, podcast, and radio, and 27% more likely to listen to the news daily.
Smart speaker statistics reveal the living room is the second most likely place for consumers to have their smart speakers. The kitchen follows with 41.5%. 13.6% of smart speaker owners have placed the voice-activated device in the bathroom, 11.6% in the home office, 5.8% in the dining room, and 5.5% in the garage.
The longer people use smart speaker devices, the more useful they find them to be, which is in contrast to some other tech fads like activity trackers in which users lose interest after a few months. Based on smart speaker statistics, 65% of owners use their intelligent assistants more than four times a week. 81% of smart speaker owners agree or strongly agree that their devices meet their expectations.
41% of smart speaker owners even admit that talking to these devices feels like talking to a friend or another person. This bodes well for the wider adoption of voice-enabled devices and indicates that the potential of increasing utility is high. More voice search statistics from the survey indicate that 51% of 55+ smart speaker owners say that the top reason for using these devices is that they empower the owners by providing instant answers and information.
The ability to get information when typing is not an option is the primary reason why consumers use voice search. This could include instances like driving, watching over children, cooking, doing household chores, etc. Stats in voice search indicate that other important reasons include faster results (30%), difficulty typing on certain devices (24%), the element of fun (22%), and avoidance of confusing menus (12%).
Nearly 40% of US consumers reported using voice search when relaxing at home. Another 21% are using voice search when walking, 20% when at work, and 17% when in bed.
As much as 77% of US adults have reported their daily routine changed due to the coronavirus outbreak. 52% of users started using their voice-enabled devices several times a day or nearly every day compared to 46% before the COVID-19 outbreak. Additionally, voice search user statistics show that 36% of US adults and 52% of 18-34-year olds started using their smart speakers more to listen and entertain. Similarly, 35% of the US adults and 50% of smart speaker users aged 18-34 used the devices more to listen to the news.
(National Public Media)
Voice assistants enable consumers that drive to book an appointment without taking their eyes off the road. Currently, 49% of drivers are using voice assistants in cars and this number is projected to grow to 73%. Voice assistant statistics estimate that 85% of consumers will use the digital virtual assistants to play music or check directions, 78% will be integrating at-home voice systems, 74% will be booking a service appointment, and 72% will be placing an order.
56% of users would like to personalize their voice assistant, while 63% want the voice assistant to understand their personality and adapt accordingly. 60% want to give it a name and another 58% define its personality to make them more personal.
53% of people use their in-car voice assistants because they have more versatile functions compared to those at home. However, 62% of consumers would like to use an integrated voice service across their car, home, and mobile.
This is followed by 36% for their cars and 19% for on-the-go. Voice search statistics show that the most compelling use case for voice-assisted search is in a hands-free environment, allowing users to multitask. As such, there is likely to be increasing demand for more home-based devices and apps, similar to Amazon Echo, but also enabling other connected home appliances and devices by voice.
Voicebot’s survey reveals that 45% of adults based in the US would like “very much” or think “it would be nice” if the mobile apps they use the most offer voice-based features. Only 7.1% are not interested in this feature, 17.8% are leaning against it, and 30% of the respondents said they are unsure, as voice search user stats reveal.
Among four categories of devices—smartphones, tablets, speakers, and wearable devices—it’s the owners of wearable devices who seem most optimistic about higher use of voice searches on their devices. Tablet and speaker owners follow closely behind with 64% and 63% of owners expecting more use for voice search features.
About 41% of smart speaker owners are millennials or younger, 34% are from the Gen X group (37 to 52), and only 17.6% are 53 or older. Voice search statistics also show that teenagers are more likely to use mobile search assistants than adults are.
For many of the users in the youngest age group, by the time they began using smartphones, Apple’s digital assistant Siri had already made its appearance, voice search a much more natural technology than for older users who are generally slower to make the transition from conventional search.
With minor variations, most voice search trends indicate that younger users are more likely to be frequent users of voice search features on their devices. 30 to 44-year-olds are followed closely by 60-year-olds in terms of usage frequency. However, the 60+ demographic is credited with helping to drive early adoption of the technology.
According to this survey, the older users may have been slow to transition to voice technology, but many of them are interested in increasing their use to bring them at par with their younger peers. The corresponding figure for the 18-to-24-year-old cohort is 57%.
According to voice search stats, over 80% of people aged 18-29 have given it a go. Additionally, 74.7% of consumers in the 30-44 age bracket have tried voice assistants on smartphones, whereas the 40-60 age group has a 68.8% rate of voice assistant trial. Surprisingly, over 60% of the 60+ demographics have also tried voice-enabled assistants on smartphones.
There's an age-related preference when it comes to choosing voice assistants on smartphones. 47.3% of the 60+ demographic has adopted Siri, whereas only 19.1% are using Google Assistant. Google Assistant, on the other hand, has the strongest adoption rate among the 30-44 age group — 31.8%.
The 60+ and 45-60 age groups are the largest Amazon Echo demographics. The state is similar to the 45-60 age group where Amazon dominates with 65.2% ownership. Younger consumers are also leaning toward Amazon smart speakers. 55.8% of 18-29-year olds and 53.6% of 30-44-year olds are owning one. However, the 30-44 age group has the highest rate of Google Home devices — 31.7%.
More than half (58%) of smart speaker owners in the US make over $75,000/yr and 60% are men (vs. only 38% of non-owners). More than half of smart speaker owners have a bachelor’s degree or higher, but this probably correlates with higher incomes rather than education itself being a driver for adoption. Smart speaker statistics confirm that people with more disposable income are more likely to spend money on gadgets like smart speakers. The same goes for men, particularly young men, who are the most likely to be early adopters of new technology.
The voice shopping market was worth just about $2 billion in 2018, but it is expected to become the next major disruptive force in retail because of the strong penetration smart household speakers see across the world.
As voice search facts show, the most commonly shopped categories via voice-activated search are grocery (20%), entertainment (19%), electronics (17%), and apparel (8%). However, to drive additional spending, more apps within the voice shopping category and better personalization are required. Within this same period, the voice commerce market in the UK is predicted to be worth $5 billion.
Voice shopping by smart speakers has already become a monthly habit for one in nine smart speaker owners in the US. Voice search usage statistics reveal 47.3 million US adults have access to smart speakers. With 11.5% of them claiming to use these devices for purchases at least once a month, 5.44 million US adults have transitioned to making voice-enabled purchases regularly.
Emarketer estimates that 23.5 million people will have purchased smart speakers by the end of 2021. Voice search trends show faster adoption of voice-enabled tech for shopping, although buyers are still concerned about payment security and privacy.
Shopping, which voice search stats show as being the third most popular activity involving smart speakers currently, is likely to involve building shopping lists in many cases rather than actual shopping. But 12% of smart speaker owners said that they have also shopped using their devices, pointing toward the strong potential of voice-enabled technology for ecommerce platforms soon.
Consumers across age groups are using voice searches on their devices to assist with making purchases—a 41% increase in 2018 alone. Interestingly, the use of voice-enabled devices for shopping is most prevalent (43%) in the 45-60 age group, followed by 38% in the 30-44 age group. Voice assistant user demographics reveal 15% of under-30 users engage in shopping through voice, as do 4% of users in the 60-plus age group.
The highest percentage of voice searches related to shopping, accounting for 51% of users, is done to research products. The other shopping-related activities performed using voice are adding items to shopping lists (36%), tracking a package (30%), making a purchase (22%), providing ratings or reviews (20%), contacting support (18%), and reordering items (17%).
This and other insights from a Google survey show that smart speakers can prove a novel way for brands to engage with their customers. For instance, smart speaker statistics reveal 48% of owners would like to receive personalized tips and information from brands, and 42% would like to receive info about upcoming events or activities from brands. Incorporate these insights into your marketing analytics software, and the chances of running unsuccessful marketing campaigns are almost non-existent.
53% of smart speaker owners use voice-activated search to look for information on local businesses daily. A substantial percentage of consumers also use voice search for local businesses on their smartphones, tablets, and desktops. Because of their convenience for on-the-go customers, voice search services are often used to research and locate local businesses.
While restaurants are the most commonly voice-searched business, voice search statistics show that consumers make use of voice search to find information on a large variety of businesses. These include grocery stores (41%), food delivery services (35%), doctors (28%), veterinarians (19%), and childcare facilities (11%).
This is the most common action following a voice search since it allows consumers to continue interacting with brands via their voices. Other common follow-up actions include visiting the business’s website (27%), visiting its location (19%), conducting more research on the business (14%), and conducting more research into other businesses (12%), as per voice search stats.
The latest data from three years ago indicates that 27% of all mobile searches are voice-activated. We have to assume that this number is significantly higher by now, especially considering the rapid voice search growth.
As much as 44.2% of internet users in the US are using voice search. It is estimated that by the end of 2021, 132 million people will be using voice-enabled devices once or several times a month.
Voice search statistics indicate that over 60% of people are using voice search to perform searches when their hands or vision is occupied. Such instances include driving, cooking, doing chores, and more. 72% of people using voice-activated devices said they have become part of their everyday routine. They are using them to check commute times, set alarms, search for the weather, search for the news, and more.
People interact differently when searching queries vocally than textually. Voice searches are longer, conversational, and usually in the form of a question. Additionally, Google voice search statistics reveal that nearly 60% of voice search queries have local intent, making local SEO more important than ever.
Whether you’ll be hiring an SEO specialist or doing everything in-house, you should know the top voice search marketing tactics. Using natural language with concise answers to voice search queries, targeting long-tail keywords, using schema markup, and leveraging Google My Business listing are the pillars of voice search optimization.
Voice search statistics indicate that Siri is the most popular voice assistant. It holds 36% of the voice assistant market across devices and accounts for 45.1% of smartphone voice assistant users.