Voice Assistant and Smart Speaker Users 2020

More Time at Home Means More Time to Talk

Executive Summary

Voice technology usage is rising worldwide. In the US alone, the number of people who use voice assistants and smart speakers—including those from Amazon, Google, and Apple—will grow by double digits this year, fueled largely by stay-at-home behavior during the pandemic.

How many people in the US use voice assistants?

We estimate that 128.0 million people in the US will use a voice assistant at least monthly in 2020, up 11.1% from 115.2 million in 2019. This represents 44.2% of internet users and 38.5% of the total population.

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 use is also rising in cars, on smart TVs, smart home components, wearables, appliances, and other connected gadgets.

How has the pandemic affected voice tech usage?

The pandemic has accelerated the uptake of home-based, voice-controlled devices and changed audio listening patterns on all devices. As a result, we have adjusted our forecasts for voice assistant users and smart speaker users upward to reflect increased growth this year and sustained adoption going forward.

Who uses voice assistants?

Voice assistants are now mainstream among US consumers. Millennials are the heaviest users, but use is rising among all age groups, including children, teens, and seniors, especially as more people work, study, consume entertainment, and conduct personal business from home.

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

KEY STAT: This year, 128.0 million people, or 38.5% of the US population, will use a voice assistant at least monthly on any device.

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Table of Contents

  1. Executive Summary
  2. Pandemic Fuels Voice Assistant Growth
  3. Phones and Speakers Dominate Usage
  1. Audio Listening Booms; Voice Buying Lags
  2. What This Means for Marketers
  3. Key Takeaways
  1. Read Next
  2. Sources
  3. Media Gallery

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Victoria Petrock


Jasmine Enberg
Senior Analyst
Chris Keating
Research Director
Andrew Lipsman
Principal Analyst
Vincent Yip
Forecasting Analyst

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