The impact of voice assistants on consumer behavior: PwC

Overall satisfaction with voice assistants is high but smartphones lag

93% of consumers are satisfied with their voice assistants; 50%, very satisfied. Voice assistants help people feel organized (50% agree), informed (45%), happy (37%), smart (35%), confident (31%), and free (30%).

Yet, cracks begin to show when comparing satisfaction across devices. Voice assistants on smartphones have the lowest consumer satisfaction rate (38% very satisfied). These users expressed frustration with an apparent lack of understanding, reliability, and accuracy—and when compared directly to that of a standalone speaker, the differences are significant. Maturity is a factor here, as smartphones were among the earliest iterations of voice assistants years ago when the technology was still in its infancy.