Voice assistant usage is in the midst of a rapid adoption phase in the US. eMarketer estimates the number of voice-enabled digital assistant users in the country will swell from 69.0 million this year to 75.5 million in 2019 as their usage becomes increasingly commonplace.
While voice-enabled smart speakers—like Amazon's Echo and Google Home—have been attracting a lot of attention of late, the majority of voice assistant usage is likeliest to occur on a device that most people already own—the smartphone.
In fact, a new survey of adult internet users in the US, UK, France and Germany from Capgemini found that 81% of respondents had used a smartphone to activate a voice assistant service like Siri or Google Assistant. By comparison, just 25% said they had used voice assistants on a smart speaker such as the Amazon Echo.
Capgemini's survey also found that more than one-third of respondents (35%) had purchased a consumer product or retail item using a voice assistant. What's more, a significant number had purchased some type of service via the technology. For example, 34% had ordered a meal using a voice assistant.
The poll found a very strong level of interest among respondents in ordering services through voice assistants. More than half wanted to make a meal purchase through the technology, or to purchase some other type of service, such as booking a taxi.
Meanwhile, 52% were open to buying an electronic device through a voice assistant, while 46% would purchase clothing.