Adoption, Usage And Potential Of Voice Assistants

Adoption, Usage And Potential
Of Voice Assistants
© Onlim GmbH 2019

Voice assistants have become an
integral part of our everyday lives.
Almost everyone has heard of Siri,
Alexa and Co. Ads on different
channels from online to print to TV
give the impression that the
digital assistants have arrived
everywhere, especially at home.

Onlim GmbH | Adoption, Usage And Potential Of Voice Assistants | www.onlim.com

But how widespread are voice
assistants really and what are they
used for? There are numerous studies
that try to answer these questions.
In this presentation we have
summarized the most important
outcomes for you.

ADOPTION, USAGE AND
POTENTIAL OF VOICE
ASSISTANTS
Voice assistants on the rise:
It’s interesting to see how many people in
Germany use digital voice assistants. The
study by GMX and WEB.DE from 2018
assumes that every fifth internet user
already has a digital voice assistant in
use.

Google Assistant (29%) and Apple’s Siri
(22%) are currently the most widespread
ones. Cortana by Microsoft (14%)
and Alexa by Amazon (12%) are used
significantly less often (BVDW – 2017).

ADOPTION, USAGE AND
POTENTIAL OF VOICE
ASSISTANTS
Voice assistants on the rise (continued):
When looking at the distribution of voice
assistants, smart speakers are worth to
have a closer look at. Apart from
smartphones, voice assistants can be used
on other devices, such as smart speakers,
which are set up at home or in the office.
Currently, most users still use their
smartphone (36%). However,
with 23% (smart speakers) and 13
percent (tablet / PC / notebook), other
devices are not insignificant when it
comes to the usage of voice assistants,
so the results of GMX and WEB.DE.

ADOPTION, USAGE AND
POTENTIAL OF VOICE
ASSISTANTS
Potentials of voice assistants:
Furthermore, it is interesting to look at the
usage habits. According to the study by
GMX and WEB.DE, voice assistants are
used primarily for playing music (52%) or
reading news aloud (42%). These
applications are followed by web search
(29%) and smart home
functionalities (26%).
The study by BVDW comes to the
conclusion that above all, the quick
access to information and the use of the
search engine offers users the most
value. Nearly 40% of the respondents
say that these functions are essential to
them.

ADOPTION, USAGE AND
POTENTIAL OF VOICE
ASSISTANTS
Obstacles of voice assistants:
Just as important is why some users don’t
use voice assistants yet. The Bitkom study
concludes that the main reasons for this
are the following three:
1) 58% are worried about their data.
2) 57 percent are afraid that their
conversations are bugged.
3) 56% say they do not need a voice
assistant.
The poll made by next Media.Hamburg
in 2018 also identifies uncertainty as a
key factor for hindering the increased
use of voice assistants. 3/4 said they feel
insecure when giving their data to a
voice assistant.
The study by BVDW comes to a similar
conclusion: 29% of respondents find it
strange to talk to a device.

Potentials and obstacles of voice
assistants:
In addition, the use of digital assistants
still seems to be a no-go in public for
many. Respondents say they find it rude or
annoying to use the assistant in the
presence of other people. No wonder, that
82% of the participants say that they use
voice assistants, mainly at home. (GMX
and WEB.DE – 2018)
Nevertheless, the importance of smart
speakers will increase in the future.
At least, forecasts predict a significant
increase in sales. By 2024, the annual
sales for smart speakers will increase to
an amount of $ 30 billion. 10% of it
will be generated in Germany (Strategy
Analytics – 2018). Increased sales will
result in increased usage too.
Onlim GmbH | Adoption, Usage And Potential Of Voice Assistantsl | www.onlim.com
ADOPTION, USAGE AND
POTENTIAL OF VOICE
ASSISTANTS

At Onlim we help you automate your
communication for outstanding and
innovative customer service.
You can learn more about our LIVE
CHAT, CHATBOT & VOICE ASSISTANT
solutions at www.onlim.com

AUTOMATING CUSTOMER
COMMUNICATION VIA
CHATBOTS AND VOICE ASSISTANTS
P.S. Have you checked out our
ULTIMATE GUIDE TO CHATBOTS yet?
You can access it at
https://onlim.com/en/chatbot-ebook/
Onlim GmbH | Adoption, Usage And Potential Of Voice Assistantsl | www.onlim.com

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Adoption, Usage And Potential Of Voice Assistants