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Studies & statistics on voice assistants - usage, market shares, market leaders, prospects

The voice assistant market is very dynamic. The numbers are constantly changing, one study after another appears. Always having up-to-date figures is time-consuming and difficult. We cannot guarantee that we will always have the latest (and not all really existing) studies and market figures on Alexa, Google Assistant and Co. But we want to try to give you an initial helpful overview below (please also note our selection of specialist literature and articles on this topic).

Note: we prefer to include studies here that are either representative or at least meet high standards of study design and implementation or that adhere to the principles of empirical research.

Germany market studies language assistants

Beyto Smart Speaker Study 2020 (beyto.com)

New edition of the study on smart speaker usage, which was carried out in 2019 and is representative of the German population. Selected results:

  • In the meantime, one in four Germans occupies at least one smartspeaker (24%) - among those over 55 years of age, a good fifth (18%), and one in three up to 34 years (34%).
  • Whoever has one knows, gets to know the benefits: 60% of the non-owners agree with the statement that smart speakers are a technical gimmick, but only 44% of the owners (the amount shows, however, that the benefits of these devices are still not sufficient is developed or known)
  • Speakers are in the living room (75%), kitchen (52%), bedroom (47%), ... (more in the study)
  • The use of voice apps has increased slightly and owners of several smart speakers also use them more frequently. One in three (33%) actively searches for it, one in four (24%) becomes aware of it through advertising.
  • Particularly interesting (especially for voice app providers): the main reason for NOT using a voice app is “too little information about it” (52%), while “poor quality” is the reason for not using it for only 16%

2,042 people were interviewed in March 2020 using an online survey. These were selected to be representative of the German population aged 18 and over.

The study with further statistics can be downloaded free of charge from the Internet.

E-Commerce Trends 2020 (idealo.de)

Study on e-commerce / online shopping. It also includes several questions about voice assistants. Central results:

  • 26% of the respondents own a smart home device (previous year 17%), 57% have already used voice assistants on smartphones.
  • The main uses are retrieving information (57%), listening to music (46%), making calls / writing messages (32%), smart home applications (27%) as well as comparing prices (24%) and ordering products (19%)
  • The simpler operation of screens (39%), fear of accidental orders (34%) or the punished person does not want anyone to overhear (34%), speak against the use of voice assistants, ...

1,076 study participants were interviewed in an online survey. According to the author of the study, the study is representative of online shoppers in Germany (The% figures above must therefore be understood as the proportion of online shoppers, not of the total population in Germany; the online shoppers were selected as clients independently of Idealo). The study can be downloaded free of charge.

Global Mobile Customer Survey 2019 (Deloitte)

The study deals primarily with the mobile communications market and smartphone use, but has its own section on voice assistants. Some selected results:

  • The number of users of voice assistants (regardless of age) has doubled within one year to 30% of Germans.
  • One in two (51%) in the 18-24 age group now uses voice assistants, even among 55-64 year olds it is one in five (21%).
  • Only roughly one in seven (17%) use voice-assisted purchases (voice commerce) - but this number has also increased by 50% since 2018.

The study enrolled 44,000 cell phone users worldwide (The above% figures are therefore to be interpreted as the proportion of mobile phone users, not the total population) surveyed in 28 countries, of which in Germany (for which the above figures apply) 2,000 online interviews in late summer 2019.

The main study results can be viewed online and a free download is also available there.

GfK study (on behalf of Mastercard)

Selected results:

  • 34% of German Internet users already use voice assistants, another 14.8% are planning to do so
  • Voice control is used very often in the car (28.6%), in bed (16.7%), in the kitchen (14.7%) or on the go (12.7%)
  • Mainly news / weather / traffic are accessed (47.3%), knowledge questions are asked (38.5%), the navigation device is addressed (38.2%) or entertainment content is accessed (approx. 28%).
  • One in four (26%) can imagine buying through voice assistants; one in ten has already done so.

A population-representative sample of 1008 respondents aged 18-74 was surveyed. Information on the GfK study can be found in the Mastercard press release.

Postbank Youth Digital Study 2019

Studies on the use of digital media (including voice assistants) by young people. Selected results:

  • On average, young people aged 16-18 spend 1.7 hours per week (= 0.3 hours per day) with language assistants.
  • One in five (21%) of 16-18 year olds has a language assistant at home.

1,004 representative adolescents aged 16-18 years were interviewed for the study. To the press release with infographic.

Smart Speaker Study 2019. beyto

Survey of around 1,500 adult Germans who were reached on Facebook and other social media (period spring 2019). Some selected results:

  • 38% of the respondents do NOT have a smart speaker, 10% have 3 pieces - most of them Amazon devices (this also means: 2 out of three social media / Facebook users have a smart speaker). Most of the respondents are employed by companies (approx. 50%) and use smart speakers to a large extent on a daily basis.
  • 75% of those surveyed have smart speakers in the living room, one in five in the bathroom or study and one in ten in the dining room or children's room.
  • Voice apps (Alexa Skills / Google Actions) are used by most smart speaker owners, but mostly for smart home control. Shopping & Lifestyle, Education, Travel and Eating & Drinking are in the lower to mid single-digit percentage range.
  • 13% of those surveyed have also bought something through smart speakers.

The studies with these and other figures can be downloaded free of charge from beyto(Name and email address required for sending the download link).

Smart Talk. Capgemini (2019)
How organizations and consumers are embracing voice and chat assistants

Survey of 12,000 consumers in several countries as well as 1,000 company managers on the use and benefits of voice assistants. Some selected results:

  • Benefits for companies:
    60% of leading companies have achieved increased employee satisfaction through the use of voice assistants, 40% report reduced costs in customer service (by more than 30%), and 34% report reduced customer churn as a benefit of voice assistants.
  • 40% of today's voice assistant users were first used no more than 1 year ago.
  • 54% of consumers trust product recommendations through voice assistants
  • Good experiences with voice / chat assistants lead to more trust in the company for 72% of consumers, 71% shared this positive experience with friends and families and 64% rated positive experiences or communicated positively on social media.
  • Study design: 12,000 consumers who had used voice assistants or chatbots (or both) and 1,000 executives in companies were surveyed.

The 44-page study can be downloaded free of charge from Capgemini.



Postbank digital study 2019

Study on Internet and mobile use of the German population. The focus of the study is the question of the weekly usage time of the Internet, mobile phones and other devices, broken down by German federal states.

  • Use of voice assistants has increased noticeably. 32% of the Germans surveyed use a voice assistant (via smart speakers or on a mobile phone / tablet; Alexa, Google Assistant, Siri). It is 10% who speak to voice assistants Alexa and Google Assistant in the form of the devices (smart speakers) (previous year 5%).
  • Study design: 3,126 participants from Germany. Population representative survey in March 2019.

Press release on the study with infographic.

Digital voice assistants - a representative survey. Splendid Research (2019).

Survey, including the awareness of digital language assistants, their use, reasons for or against the purchase, spending and willingness to pay, purchase probabilities and market potential. Selected study results are:

  • 70% of the respondents know what voice assistants are. 13% each use Amazon's Echo or Google Assistant, 6% Apple's HomePod.
  • Smartspeakers are mainly used to read the latest news (53%), to stream music / radio plays (52%), to search for information on the Internet (51%) or to listen to the radio (50%) - all other reasons 28% or less.
  • No use takes place because there is no sensible application (61%), data protection concerns (35%), too high costs (26%) and other reasons mentioned in the studies.
  • On average, the respondents would be willing to spend € 115 on a smart speaker (compared to € 78 in 2017).
  • Study design: 1,006 respondents. Population-representative quota sample. Survey period January 16, 2019 to January 21, 2019.

The study is available online free of charge from SPLENDID RESEARCH GmbH. Complete Excel or SSPS data sets or as an extensive volume of tables are available for a fee.

Smart Speaker & Voice Control 2019. Nordlight Research (2019).

Selected study results:

  • 15% of Germans own a smart speaker.
  • Reasons against purchasing are a lack of need (59%), fear of being monitored (52%) or other reasons mentioned in the study.
  • The most popular smart speakers are Amazon Echo / Alexa (68%), Google Home (22%), Apple HomePod (5%).
  • The devices are mostly used to play music (57%), query the weather (55%), search engine queries (46%), control media (30%) or for games (28%).
  • Study design: 517 respondents (after quality check). German-speaking consumers with Internet access aged 16-70. Carried out as an in-depth survey on the trend monitor Germany 4th quarter 2018.

The study is available as a PDF for € 498. Also available with Excel or individual analysis.

Future of consumer technology - Market development, trends, media use, technologies, business models. Bitkom Research, Deloitte (2018).

Studies contains survey results on a wide range of consumer technology topics. One chapter also deals with language assistants. Selected study results are:

  • 13% of the respondents already use voice assistants, 4% plan to purchase them within 12 months, 13% can at least imagine it
  • The main use by the owners of voice assistants is controlling devices in the household (70%), playing music / listening to the radio (69%), bus / train departure times (34%), traffic news (32%), sports results (27%), calendar entries (24%) %), Querying search engines (21%), e-mails / short messages (15%).
  • 58% of those not interested in voice assistants worry about their data, 57% are afraid that third parties will eavesdrop on them, 56% do not need them, 30% are not sure about the legal situation, 25% do not want to control devices with voice and 7% is the price too high.
  • Study design: Sub-study “Smart Home 2018”. 1,611 respondents. German-speaking population aged 18 and over. Survey period 18.-20. KW 2018.

The study can be downloaded free of charge from Bitkom.

Conversational Commerce. Capgemini (2018)
Why Consumers Are Embracing Voice Assistants in Their Lives

Comprehensive study on market development and use of voice assistants. Selected results:

  • Voice assistant users are 28% aged 33-45, 25% aged 22-32 and 25% aged 46-60.
  • Interest in buying ... Ordering food 56%, other services (taxi, ...) 54%, electronic products 52%, ...
  • Why users prefer voice assistants to a website or app: 52% find it "more convenient", 48% "allows multi-task and hands free", 41% find it helpful to automate routines, ...
  • Why users prefer personal contact to voice assistants: 49% find it faster, 47% find it "more convenient", 41% see a larger selection, ...
  • Study design: 5000 consumers in US (2,021), UK (1,003), France (1,007) and Germany (1,010). Quantitative survey supplemented by four focus group discussions (one per country) with 8-10 consumers per focus group.

The 36-page study can be downloaded free of charge from Capgemini.

Digital voice assistants - a representative survey. Splendid Research (2017).

NOTE: there is a newer version of this study from 2019 (see above)

Survey, including on the familiarity of digital language assistants, their use, reasons for or against the purchase, spending and willingness to pay, purchase probabilities and market potential. Selected study results are:

  • 70% of the respondents know what voice assistants are. 15% use the Google Assistant, 15% Apple's Siri, 8% Amazon Echo / Alexa. Best known among non-users are Amazon (80%), Siri (55%) and the Google Assistant (45%).
  • Reasons for purchase were: pre-installation on smartphone (53.5%), interest in technology / concept (21.9%), entertainment (18.0%), typing takes too long (17.8%) or is too strenuous (12, 3%) as well as other reasons given in the study.
  • No use takes place because there is no sensible application (52.6%), data protection concerns (25.4%), too high costs (22.6%) and other reasons mentioned in the studies.
  • On average, the respondents would be willing to spend € 78 on a smart speaker.
  • Study design: 1,024 respondents. Population-representative quota sample. Survey period October 23, 2017 to November 2, 2017.

Industry-specific studies

Voice on the go. How can auto manufacturers provide a superior in-car voice experience? (Capgemini, 2019)

Study on the use of voice in automobiles, about which both management and consumers were asked.

  • 95% of consumers expect to use voice assistants in their cars within the next 3 years.
  • If users have had good experiences with the voice assistant, then use them more often (76%), pass these positive experiences on to friends and family (73%) or use the customer service less and rely on the voice assistant (63%) %).
  • 37% of respondents are willing to pay for premium features.
  • Study design: 300 managers of large automotive companies and 7,078 consumers who use in-car voice systems were surveyed. The survey period was April-May 2019.

The study results are available online free of charge.

Next-generation automotive infotainment, ABIresearch (2019)

  • By 2023, 20 million vehicles will have been pre-equipped for one or more voice assistants (Alexa, Google, Assistant, Siri).
  • Study design: unknown.

The study (48 pages) is chargeable. Prices not publicly known. Press release and table of contents available online.

International studies on language assistants

Selligent Global Connected Consumer Index 2019

Study of consumer behavior in digital media (e.g. personalization, social media, customer service expectations, etc.). In this context, also results on Voice:

  • 45% of the respondents (41% only in Germany) use voice assistants
  • Every second user fears that the voice assistant listens without consent (younger respondents even more so than older respondents)

In the study, 5,000 consumers (half female / half male) were interviewed. 56% of them in Europe (Belgium, Germany, France, Great Britain, Italy, Netherlands, Spain) and 44% in North America. The study can be downloaded free of charge from Selligent.

Global Digital Voice Assistants Market Size, Status and Forecast 2019-2025, ICT Media / QY Research 2019

International market studies on voice assistants. Comprehensive global market survey and market forecast.

  • Overview of language assistants offered worldwide
  • Market growth trends and market shares
  • Market analysis United States, Europe, China, Japan, Southeast Asia, India, Central / South America
  • Representation of the central provider
  • Market forecast

More about the study and full table of contents.
The study is chargeable ($ 3,600). However, a free extract is available.

The State of Digital Lifestyle. Limelight 2019

No study specifically on voice assistants, but on the digital lifestyle in general. Some selected study results on the topic of language assistants:

  • 16% of all voice assistant users could not do without their use (in Germany 12.3%), the more every fifth person could do without it for a day or a week (but not longer) - the younger the respondents, the shorter the time (exact numbers by country under the link below)
  • 26.6% of Germans have a voice assistant (such as Amazon Echo, Google Home, Apple HomePod). Another 18% plan to buy within the next 6 months, another 15% within 1-2 years.
  • But only about 30% of German users trust the voice assistant.
  • Study design: Survey of 4,500 consumers (500 consumers each from Germany, France, Great Britain, India, Italy, Japan, Singapore, South Korea and the USA). Survey period: 12.-29. May 2019.

The results of the study can be found online and as a download on the Limelight website.

Voice Search Readiness Report, Everywhere 2019

Two-part study from the USA: on the one hand, evaluation of 73,000 online entries on local providers, to what extent they are already suitable for voice search, on the other hand, a survey of 1,007 consumers. Selected results:

  • Online company profiles are only 44% suitable for voice searches on average. For example, dentists, health food stores, do-it-yourselfers performed best, while consumer protection organizations, congress representatives, art galleries and wedding services ranked among the worst.
  • One in ten of the consumers surveyed has used voice assistants on a daily basis (9.8%), a similar number at least once a week (11%). Just over half do not use voice assistants at all (57.2%).
  • However, a good 60% of those surveyed expect voice assistants to become important in the future.
  • One in four (23.2%) does not use voice assistants because they are not used to it, 19.2% because they do not consider it efficient.
  • Study design: Automated evaluation of 73,000 company entries from the USA plus survey of 1,007 US consumers on their usage behavior.

The Voice Search Readiness Report can be downloaded free of charge from Uberall.

Voice Report, Microsoft 2019

A study by Microsoft that provides survey data from English-speaking countries, partly for smart speakers, partly more generally for voice assistants, and partly specifically from US consumers.

  • 35% of those surveyed use a digital assistant via smart speakers
  • 72% use the assistants for a voice search, 52% also use voice apps (skills or actions), 36% control household appliances
  • 59% of smart speaker owners have one device, 30% have two, 9% three, 2% four and 1% five or more devices
  • Study design: Market study as an online survey with 2000 participants from the US, UK, CA, AU and IN countries as well as a user survey of 5000 US consumers.

The study results can be downloaded free of charge from Microsoft here.


Do you know of a current, interesting study on voice assistants? Then send us a message to [email protected] and we will check whether it meets the requirements for inclusion here.

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