Following Friday’s Chart of the Day on the rise of voice search, we start the week by looking at the reasons why young mobile users are turning to services like Siri, Cortana and (before too long) Facebook M.

The importance of speed and convenience are clear to see here. Over 40% of voice search users aged 16-34 are accessing their voice control assistants because it is quicker than searching via browser or in-app, with almost as many seeing voice control as an easier method of carrying out searches.

More practical motivations are also present; some 42% say they use this service while driving or at other times when they can’t reach for their phone. Even so, an element of fun is key too: 38% of voice search users say they are using these assistants because they are more fun than other search methods.

For more insights about the usage of smartphones and other devices, download the free summary or full client version of our new GWI Device report.


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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