“Alexa, Siri, Cortana, and OK Google are all hot names in tech right now. Digital assistants powered by artificial intelligence are the next big thing for Amazon, Apple, Microsoft, and Google. Consumers however, might not be as excited. We set out to understand more about how consumers are using these agents as well as how they feel about them,” Carolina Milanesi blogs for Creative Strategies.
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Creative Strategies ran a study in the U.S.A. that focused on 500 mainstream consumers and their use of smartphone-based voice assistants.
“21% of our panel have never used Siri, 34% have never used OK Google and 72% have never used Cortana,” Milanesi writes. “When we look within each ecosystem, the numbers get better: only 2% of iPhone owners have never used Siri and only 4% of Android owners have never used OK Google. The majority of active users within their distinct ecosystems admit to use these features only rarely or sometimes: 70% for Siri and 62% for OK Google. (Unfortunately, we did not have a statistically significant number of Windows Phone users in our panel).”
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