Executive Summary

The use of voice-control technology has become mainstream and is growing worldwide. In the US alone, the number of people who use voice assistants—including Amazon Alexa, Apple’s Siri, Google Assistant, Samsung’s Bixby and Microsoft Cortana—is increasing faster than previously anticipated.

How many people in the US use voice assistants?

In 2019, we estimate that 111.8 million people in the US will use a voice assistant at least monthly, up 9.5% from last year. This is equivalent to 39.4% of internet users and 33.8% of the total population.

How have our forecasts changed since last year?

We have adjusted our forecasts for voice assistant users upward to reflect increases in expected use among all age groups. These revisions also reflect changes in the number of internet and smartphone users.

What are the most popular devices for voice assistant use?

Smartphones and smart speakers are the devices of choice for most voice assistant users, but the software is also finding its way into a host of everyday devices, including cars, wearables, smart TVs, appliances and other connected gadgets.

Who uses voice assistants?

Millennials are the heaviest users, but voice assistant use is growing among all age groups, including children, teens and seniors.

What are people doing with them?

The majority of voice assistant users ask their devices basic questions, search, request information and/or listen to music. People with disabilities and those who can’t use text-based interfaces are also benefiting from voice-control functionality.

WHAT’S IN THIS REPORT? This report features our latest forecasts for US voice assistant users, including those who use voice assistants on smartphones and smart speakers. It also includes an analysis of trends shaping the market.

KEY STAT: This year, nearly 112 million people, or one-third of the US population, will use a voice assistant at least monthly on any device.

Behind the Numbers

eMarketer’s voice assistant and smart speaker user estimates are updated on a semiannual basis in order to continually incorporate the latest changes and developments in consumers’ digital media consumption and technology adoption. eMarketer’s forecasting methodology for voice assistant and smart speaker users is based on the analysis of more than 1,700 survey and traffic data points from 119 sources, including research firms and regulatory agencies, sales projections, historical trends, company-specific data and demographic and socioeconomic factors. Our methodology incorporates ongoing qualitative trends and changes in major company initiatives, partnerships and innovations to deliver an accurate estimate of how voice technology adoption is expected to develop.