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From Amazon's Alexa to Google Home – Smart speaker usage is booming, says Accenture

Surveying 22,500 consumers from 21 different countries, the company found that almost half of respondents now use a voice assistant.

The use of digital voice assistants like Alexa from Amazon, Google Home and Apple Homepod is booming, according to a recent study by Accenture.

Surveying 22,500 consumers from 21 different countries, the company found that almost half of respondents now use a voice assistant.

The research also highlighted that 65% of respondents are using their voice assistant for activities like making voice calls, playing music and accessing news, instead of their smartphones.

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“Adoption and satisfaction with smart speaker technology is booming,” said Robin Murdoch, co-author of the report and managing director of Accenture’s global Software and Platforms industry practice.

“Convenience and accessible price points are helping drive increased use but maintaining this loyalty will require companies to stay relevant with consumer needs while creating and constantly renewing trust.”

When purchasing other devices like smartphones, wearables and connected TVs, 44% of respondents said that the ability to integrate with their current brand of smart speaker influences which model or brand they will buy “to a great extent”.

The report cited trust as a potential impediment to greater adoption of smart speakers, with 41% of respondents highlighting privacy concerns and 40% reporting security concerns.

The news comes after Amazon announced that it had sold out of its popular digital voice assistant over the festive period.

The e-commerce firm said that it had sold 100mn devices around the world, supporting the findings.

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