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» 34.1 percent are under 30.
» 29 percent are ages 30–44.
» 26.2 percent are ages 45–60.
» 20.1 percent are over 60 years old.

Interestingly, the research found that once someone owns a smart speaker, there
is no difference in usage patterns. Everyone seems to use them at about the same
rate. They become part of your daily routine.

Interacting with Voice Assistants

As a marketer, you want to know how people are currently using voice assistants
so that you can provide the right content. According to information collected in an
infographic from Visual Capitalist (https://www.visualcapitalist.com/smart-
speaker-market-share-fight/ called “the Fight for Smart Speaker Market
Share”:

» 84 percent are asking questions
» 83 percent are streaming music
» 80 percent are checking weather
» 62 percent are setting alarms/timers

» 55 percent are listening to the radio

PRIVACY FEARS ABOUT VOICE ASSISTANTS

According to a study by Microsoft, 41 percent of current smart speaker users have con-
cerns about trust and privacy. In 2019 Bloomberg reported that Amazon staffers lis-
tened to Echo audio clips to help improve the response to commands. Several users
were alarmed at the notion that others were listening to their conversations. It was also
revealed that Apple listens to Siri clips, and Google does the same. Amazon and the
other companies responded by saying that employees don’t have information that can
identify the person. It’s up to you as to whether this concerns you enough to eliminate
the device from your home.

CHAPTER 19 Disrupting with Voice Search 283