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December 17, 2019

looks who's talking : alexa vs google Assistant vs siri

Smart Speaker Market Share : 2018 vs 2019

US Voice Assistant User Share 


According to India Mobile Broadband Index report 2018, there has been an 270% increase  in growth of voice searches in India.With the consumers now taking to voice in a big way , voice is being seen as the new frontier of  digital marketing . A decade ago  it would have been impossible to imagine a world where a human being would be able to talk or converse with a machine on a device . As best this was restricted to science fiction. Today thanks to Google Assistant, Amazon's Alexa , Apples Siri ,Microsoft's Cortona and Samsungs Bixby, a world of opportunities  has opened up, not only for tech companies who are looking to elevate their consumer experience but also for brands that needs to be present wherever consumers are in  a multi platform world.

The Global Speech and voice recognition market size is estimated to reach USD 31.82 billion by 2025 according to  a new report by Grand View Research Inc exhibiting a CAGR of 17.2% during the forecast period.According to emarketer ,it estimates that in 2019, 111.8 million people in the US will use a voice assistant at least monthly, up 9.5% from last year. This is equivalent to 39.4% of internet users and 33.8% of the total population. According to Dentsu Aegis Network exchange4media  digital report, Digital Ad spends stood at Rs 10,819 crore  and is expected to grow with a CAGR of 31.92% to reach Rs 24,920 crore by 2021. The report stated that the surge in digital ad spends will be lead by 3 main factors including voice based search technology , vernacular as well as video content . This growth is  further enhanced by engaging mobile experiences based on augmented reality ( AR ) Virtual Reality ( VR) Technologies . So how are marketers looking at Voice based search technology and where  are they at the implementation curve ? 

So the Question is Why Voice ?Voice enables  an intimate and conversational relationship between brands and people . In theory it helps brand communicate stronger bonds with their customers. To ensure it happens it has to support the brand purpose , solve a real and genuine problem for people and be something that is uniquely suited for voice. Successful voice marketing means understanding how people like to use voice  recognition technology  and catering  marketing to those habits . 

According to Google nearly 20% of the searches on Android devices are done through voice.On their part companies have also undertaken a 360 degree marketing blitz showcasing their benefits of using voice assistants from playing a song to checking the latest cricket score to setting the alarm.This has resulted in Amazons digital voice assistant Alexa becoming a household name  along with  Google Assistant.When it comes to the household  Amazon's Alexa rules  as America's most favored Artificial Intelligence based voice assistant which controls between 60-70% of the smart speaker segment   and has more integrations with third party smart home devices than either Google Home or Apples Home Kit Products . As such the majority of smart home consumer controls the majority of smart home functions via voice with Alexa despite the fact that nearly 100% of Alexa users have a smartphone with either Apple's Siri or Google Assistant on it.


However  when it comes to the car the story is a bit different . In the smart speaker segment  Amazon has the great advantage of being the first in the field  by about a year . Google has been playing catch up with its assistant and  devices since 2015, and Apple  has struggled to figure out which direction it wants to run  this race, despite the fact that Apple's Siri was technically the first voice assistant to break out in the market . But in the realm of the car voice assistant, both Google and Apple  have managed to successfully connect themselves to the automobile mobile experience. But despite  being behind Amazon is racing avidly for a crack at becoming the consumer's most favored navigator