Usage of Personal Assistants like Apple’s Siri Has Nearly Doubled in the Past 12 Months


Usage of personal assistants such as Apple’s Siri, Google’s Google Now and Microsoft’s Cortana, have increased by 87% over the past twelve months according to our new report titled, “Is the Personal Assistant the Successor to Search?”. The report revealed that 56% of adults use Siri, Google Now or Cortana. This is up from 30% over the prior 12 months. Technology improvements (35 percent), better product awareness (30 percent) and busier personal lives (20 percent) were cited as the main drivers in usage.


While current usage revolves around basic things like general search (66 percent), looking for directions (65 percent), looking for weather information (44 percent) and giving reminders (31 percent), consumers want more predictable, personalized services in the future. These include more proactive notifications (58 percent), shopping habit recognition and deal notifications (50 percent) and seamless ordering and purchasing (36 percent).


Demographics and Location Matter

The report goes on to highlight the importance of demographics and location. Usage is highest among Millennials (18-29) with 7 out of 10 using personal assistants on a regular basis. For the 44 and over crowd, roughly 3 out of 10 have ever used one. Those that do use personal assistants tend to do so on a fairly regular basis with 64% using them at least weekly. Location plays an important role as well, with 60% of users being on-the-go when they use them.


Hands Free Devices and Seamless Data Integration is Critical

Other findings showed that the features or capabilities that would drive further adoption include seamless integration into cars (40 percent), hands free devices like wearables (32 percent) and integration into gaming (23 percent) and home systems (15 percent).


About the Report

The report is available to Thrive Analytics research subscribers and is available for purchase. Data highlighted in the report was from a survey conducted online and fielded in June 2014 through Thrive Analytics’ Connected Experience Panel™. Respondents were screened for smartphones and were required to be at least 18 years of age. Respondents who answered all questions totaled 2,058. Download the brief for more information:

Is the Personal Assistant the Successor to Search- Report Brief





Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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