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Voice Assistants and Skills - US - December 2019
Overview

This report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Overview
Executive Summary

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Voice Assistants and Skills - US - December 2019
Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

The Market – What You Need to Know
Market Factors

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Voice Assistants and Skills - US - December 2019
Consumer

Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

The Consumer – What You Need to Know
Voice Assistants Used
Voice Assistant Devices
Voice Assistant Actions
Reasons for Not Using a Voice Assistant
Smart Speakers Owned
Voice Controlled Household Devices
Attitudes toward Voice Assistants
Consumer Segmentation – Attitudes toward Voice Assistants

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Voice Assistants and Skills - US - December 2019
Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Key Players – The “Big Four” Voice Assistants
What’s Working
What’s Struggling
What to Watch

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Voice Assistants and Skills - US - December 2019
Data

Reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Appendix – Data Sources and Abbreviations
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What you need to know

Digital personal voice assistants are a relatively recent tech innovation, introduced to the masses initially via Apple’s Siri launch in 2011. Since then, new voice assistants have entered the market and their capabilities such as voice comprehension, contextual understanding, and the variety of skills (or abilities) have all improved dramatically in short order.

The primary voice assistants in the US market are from dominant tech companies Apple, Amazon and Google and are predominantly accessed via smartphones and smart speakers from these companies. The wide availability of voice assistants has led to widespread usage; however, usage varies based on activity and among consumers.

Definition

For the purposes of this Report, Mintel defines digital voice assistants as software agents that can perform tasks, services or answer inquiries from voice inputs. Voice assistant has been abbreviated throughout the Report as VA.

The primary voice assistants focused on in this Report are Apple’s Siri, Amazon’s Alexa, Google’s Assistant, and Samsung’s Bixby.

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