Profile of Americans actively using a Google assistant

Dan Ness, Principal Analyst, MetaFacts, July 8, 2022

Profile of Americans actively using a Google assistant

  • All online American adults actively using a Google voice assistant
    • They number 32.1 million – 15% of all online American adults
    • Defined as having used a Google voice assistant with any connected device (smartphone, PC, tablet, game console) within the previous month
  • Profiled by characteristics that are distinctive
    • Only profiled by those characteristics which have an index of 80 or below and 120 and above – those which are 20% above or below the average by category 
  • Expressed as market penetration – the percentage of online adults within each group
  • Distinctive characteristics profiles
    • Age, age within gender
    • Employment status
    • Presence of children
    • Life stage (age, employment status, presence of children)
    • Number of PCs used
    • Technology ecosystems
  • Characteristics examined and not found to be distinct
    • Educational attainment

Americans who actively use a Google voice assistant by age group

  • Google voice assistant usage is strongest among middle-aged Americans, those aged 35 to 44
  • Beyond age 54, usage rates drop quickly
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