Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Hey Siri, Can You Ring Me Up?

Mobile voice assistants can help with a lot more than checking the weather

Need help finding a specific item in-store? Just ask Siri for the aisle number.

That's just one of the ways 1,203 US internet users said they would use their voice assistant via their mobile device while shopping in-store, according to a May 2018 survey by Voicebot, a media property focusing on the voice-enabled web.

Nearly 21% of respondents said they would ask their voice assistant for in-store help, while 17.6% would use their voice assistant to self-checkout. And that was a common theme. Out of the five responses given, three indicated that many would turn to their voice assistant rather than a sales associate while shopping in-store.

It's important to note, however, that Voicebot's survey is just one of many on voice assistants and conversational commerce. While the promise of the technology is there, not all shoppers are on board just yet

In a May 2018 RichRelevance survey, a majority (63.3%) of US internet users said they don't trust any of the voice assistants currently on the market to get voice-assisted shopping right, with the most faith put in Google Assistant (13.2%) and Amazon's Alexa (12.1%).  

Still, there's opportunity. We estimate the number of US smartphone voice assistant users will reach 76.5 million this year, making up 23.2% of the population. By 2020, that figure will grow to 89.3 million. That's good news for marketers; a recent a survey conducted by NetElixir earlier this year found that the majority of voice assistant usage takes place on mobile phones.

"Voice control is shaping up to be a game changer," eMarketer principal analyst Victoria Petrock wrote in her most recent report, "What's Next for Voice Control? Digital Assistants, Smart Speakers and the IoT." Despite their relative novelty, digital voice assistants, smart speakers and other connected, voice-first devices are already having a dramatic impact on consumer behavior. They are helping people search for information, conduct business, consume content and shop in more natural and frictionless ways. (eMarketer PRO subscribers can access the full report here.)