Siri usage and engagement dropped since last year, as Alexa and Cortana grew

Siri usage and engagement dropped since last year, as Alexa and Cortana grew
From TechCrunch - July 11, 2017

Siri remains the most popular virtual assistant with 41.4 million monthly active users in the U.S., according to a new report from measurement firm Verto Analytics out this morning, but it has seen a 15 percent decline since last yearor 7.3 million monthly users. In addition, the study found that engagement with Siri has also dropped by nearly half during this period, from 21 percent to 11 percent.

Meanwhile, Amazon Alexa usage has been skyrocketingjumping 325 percent in monthly active usersthat is, from 0.8 million to 2.6 million monthly users, as its user engagement also increased from 10 percent to 22 percent during the same time frame.

Cortana has seen an increase as well, growing from 0.2 million monthly users in the U.S. to 0.7 million, or a 350 percent increase. Its user engagement tripled, from 19 percent to 60 percent.

The new report is based on data collected by Verto Analytics from over 20,000 mobile consumers in the U.S. from May 2016 to May 2017. Like most measurement firms, its behavioural data is collected from a statistically representative group of panelists, who agree to have their device usage monitored. This is combined with the firms consumer survey data, which helps to better explain user sentiment around the behavior.

This is how Verto Analytics is able to determine when the personal assistants are being used, when, by who, and what user engagement is like. In this case, its report defines engagement as a sort of stickiness factora metric that compares daily users to monthly users.

Overall, the study found that phone-based personal assistants, Siri and Samsungs S-Voice, are declining in popularity, while those associated with voice computing in the home, like Alexa and Google Homes mobile app, are growing.

The company also analyzed which apps were used immediately after the assistant to see why people are using assistantsthe assumption being that assistant apps are often used to search for apps or websites.

Chrome, Google Maps and the Google Play Store were the top three apps used, which is likely due to the high number of Google-owned personal assistant apps in the ecosystem. Outside of Google, the other top apps launched after assistant usage were Facebook, Messages, and Safari, which points to Apple device users taking some advantage of Siri for everyday tasks, like messaging and web browsing.

Assistant usage was found to peak at 10 AM and 1PM, and it also sees a steady climb from 2 PM to 7 PM before dropping off in the evening. This seems to indicate how people often use personal assistants while moving from place to place, or to launch apps like Google Maps while commuting.


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