Executive Summary

More people are using voice assistants and smart speakers, but the markets are nearing saturation. Growth will increasingly come from engaging existing users and more usage. Voice assistants are still very much in the process of transforming how users interact with and across devices.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How large are the voice assistant and smart speaker markets, and how big will they become?
2. What emerging technologies will change how we reach potential customers and our advertising audience?
3. How can brands plan applications to take advantage of voice, understand changes in search and media consumption, and inform product design?

WHAT’S IN THIS REPORT? Voice assistants are becoming important portals to the internet and one of the main battlegrounds between tech companies. This report will track user growth and explore strategies that companies can adopt to reach customers using voice assistants.

KEY STAT: We predict that 42.1% of the US population, or 142.0 million people, will use a voice assistant this year.