Consumer Intelligence Series: Prepare for the voice revolution

Voice assistants help people feel organized (50% agree), informed (45%), happy (37%), smart (35%), confident (31%), and free (30%). Yet, cracks begin to show when comparing satisfaction across devices. Voice assistants on smartphones have the lowest consumer satisfaction rate (38% very satisfied). These users expressed frustration with an apparent lack of understanding, reliability, and accuracy--and when compared directly to that of a standalone speaker, the differences are significant. Maturity is a factor here, as smartphones were among the earliest iterations of voice assistants years ago when the technology was still in its infancy.