Voice Assistant User Forecast 2024

AI Innovation and Demographic Shifts Are Shaping the Voice-First Market

Report by Jacob Bourne  | Aug 21, 2024
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Executive Summary
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Table of Contents
Executive Summary
Voice assistant adoption continues to grow
The expanding universe of voice-enabled devices
Decoding voice assistant market growth patterns
The evolving intelligence of voice assistants
How should marketers capitalize on changes in the voice assistants market?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Voice assistant adoption continues to grow, but the pace has slowed. Gen Z and seniors are key growth drivers, while smartphones and smart speakers remain central to the ecosystem as innovation and fresh competition shake up the sector.
Topics
Smart Speakers & Voice Assistants
Artificial Intelligence (AI)
Smartphones
US
Table of Contents
Executive Summary
Voice assistant adoption continues to grow
The expanding universe of voice-enabled devices
Decoding voice assistant market growth patterns
The evolving intelligence of voice assistants
How should marketers capitalize on changes in the voice assistants market?
EMARKETER Interviews
Sources
Media Gallery

As voice assistants reshape digital interactions, marketers should understand the sector’s evolving user demographics and emerging capabilities. Insights on adoption trends and use cases will help inform strategies for voice-first engagement.

Key Question: How are evolving user demographics, advancing AI technologies, and changing device ecosystems shaping the future of voice assistants?

The US Voice Assistant User Base Will Maintain Steady Growth (millions of US voice assistant users and % change, 2023-2028)
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Key Stat: US voice assistant users will grow from 145.1 million in 2023 to 170.3 million in 2028, representing a compound annual growth rate (CAGR) of 3.3%. This steady growth underscores voice technology integration into consumers’ daily lives and signals expanding marketing opportunities.

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    Table of Contents

    1. Executive Summary
    2. Voice assistant adoption continues to grow
    3. The expanding universe of voice-enabled devices
    1. Decoding voice assistant market growth patterns
    2. The evolving intelligence of voice assistants
    3. How should marketers capitalize on changes in the voice assistants market?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    The US Voice Assistant User Base Will Maintain Steady Growth (millions of US voice assistant users and % change, 2023-2028)US Voice Assistant User Penetration, by Generation, 2023-2028 (% of population in each group)
    Smartphones Dominate Gen Z's Voice Assistant Habits, but Smart Speakers Grow Steadily (% of US Gen Z voice assistant users, by device, 2023-2028)Among Smart Speaker Brands, Amazon Echo Has the Most Monthly Users (millions of US smart speaker users, by brand, 2023-2028)
    Google Assistant Surpasses Siri and Alexa in Overall US Voice Assistant Users (millions of US voice assistant users, by brand, 2023-2026)User Growth Declines Among Major Voice Assistants (% change in US voice assistant users, by voice assistant brand, 2020-2026)
    Search Is the Leading Use Case for Voice Assistants (% of US voice assistant users asked about the most common uses of the tech, Feb 2024)Accuracy Is Consumers' Leading Concern About Voice Assistants (% of US voice assistant users asked about their concerns/challenges using the tech, Feb 2024)

    Interviewed for This Report

    Vartika Verma
    Gupshup
    Senior Director of Marketing
    Interviewed July 12, 2024

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    authors

    Jacob Bourne

    Contributors

    Cosima Balletti-Thomas
    Associate Forecasting Analyst
    Chris Keating
    Director, Research
    Wendy Malloy
    Director, Reports Editor
    Oscar Orozco
    Director, Forecasting
    Naomi Rebuelta
    Copy Editor
    Matt Torpey
    Senior Chart Data Specialist
    Kelsey Voss
    Principal Analyst
    Yoram Wurmser
    Principal Analyst