In recent weeks we’ve had Apple revealing details of its upcoming smart home speaker as well as reports that Amazon is set to extend its AI-powered device range to smart sunglasses. However, as today’s Chart demonstrates, it’s smartphones which are currently most popular when it comes to young internet users engaging with voice assistants.

Sales of smart home speakers might be projected to grow, but they have some distance to go before they can challenge the reach of smartphones: 1 in 3 Gen Z digital consumers in North America are regularly using voice search/commands on their smartphones at the moment, with rates also high among the older Millennial cohort.

In fact, Millennials are actually ahead of their younger Gen Z counterparts in APAC and LatAm.

One of the challenges for smart home speakers is therefore clear: convince younger consumers that they provide benefits and features which are superior to those offered through voice search on smartphones.

1 in 3 Gen Z in North America Using Voice Command on Mobile

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Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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