Amazon's Alexa is learning how to be a better listener

Creative Strategies, a service that tracks trends and develops deeper insight into key industry topics, released their findings that looked at how consumers are using these virtual assistants and how they really feel about them. The firm ran two studies: Once looked at Alexa that covered 1,300 early adopters across the US and the UK. And the other focused on 500 mainstream consumers and their use of smartphones based digital assistants. Creative Strategies revealed that 21% of its panel never used Siri, 43% never touched OK Google and 72% have never asked Cortana anything. They also found that 2% of iPhone owners have never used Siri and only 4% of Android owners have never used OK Google, which suggests those who own the phone do indeed call on the powers of the digital personas.