70% of British Voice Assistant Owners Use Them Every Day: Survey

Adults in the UK with a smart speaker or similar voice assistant-powered device at home tend to use them frequently, according to a newly published survey from Code Computerlove. Around 70% of voice assistant device owners use them every day, and 90% use them at least once a week.

Frequent Use is Common

The survey asked 1,000 British smart speaker owners this fall questions about their devices, how they use them, and what they think about them. The results were then compared to a similar survey from 16 months earlier. The trend pointed decidedly upward for how often the device owners turn to their voice assistants. The daily use percentage rose 30% from the previous year and weekly use is up 10%. A full 20% of the respondents are what the survey described as heavy users, interacting with their voice assistant a minimum of five times a day.

People aren’t always talking to a voice assistant on a single device. The survey found that 30% of device owners have more than one of them in their home. The survey didn’t ask if the respondents have a mix of different voice assistants or stuck to one in particular, but statistically, all of those devices support the Amazon Alexa voice assistant. Alexa is far and away the most popular option, owned by 80% of the group surveyed. That’s well ahead of the 28% who own a Google Home device and dwarfs the mere 3% with an Apple HomePod. That matches the stats from the earlier survey, except that Apple’s percentage has gotten slightly smaller a trend we also see in the U.S.

Smart Egg Timers

People in Britain use their voice assistants for tasks similar to the results of American surveys. Playing music, answering questions and sharing the news and weather are all at the top of the list. Standing out more in the UK survey is how frequently voice assistants are used as egg timers. The countdown function is more than just a three-minute clock for making a boiled egg correctly, but it’s a very specific, if flexible, use case. Voice commerce is still in its early stages in Britain as elsewhere. Still, 10% of voice assistant device owners have shopped by voice and 8% have ordered food through their voice assistant, a small uptick from the previous survey for both.

The survey doesn’t hold too many surprises overall in what people do with their voice assistants, but it does suggest that most smart speaker and smart display owners are making the voice assistant a regular part of their day in some way. The shift now, according to the survey’s creators, is from voice assistants as a novelty to a habit that people don’t think twice about incorporating into their lives. We will take a look at what the survey found about people’s concerns regarding voice assistants and why they don’t use them even more in another article.


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