85% of People Are Familiar With Amazon Echo, says New Clutch Survey

85% of People Are Familiar With Amazon's Echo, says New Clutch Survey

People use digital assistants to help with basic tasks and questions, but some don’t use the devices frequently, indicating lost opportunities for improved efficiency.

While some people raise concerns about recent privacy scandals, they are still willing to invest in digital assistants like Amazon Echo.

Nearly half of people (48 per cent) currently own a digital assistant, and the most popular brand is Amazon Echo, according to a new survey by Clutch, a B2B ratings and reviews platform.

Eighty-five per cent of people (85 per cent) are familiar with Amazon Echo, demonstrating how Amazon dominates the AI-powered voice assistant industry.

Meanwhile, 71 per cent of people are familiar with Google Home, and only 30 per cent are familiar with Apple HomePod. Amazon’s Echo is the first mainstream in-home digital assistant, released in 2014.

While 48 per cent of people currently own a digital voice assistant, another 33 per cent plan to purchase one within the next three years, indicating the rapidly growing popularity of digital assistants.

Also Read: The Manifest Study Says Only 6 Per Cent of Small Businesses in the US Focused on Retaining Customers

One-Third of People Use Digital Assistants Infrequently, Limiting Devices’ Ability to Improve Efficiency

When people invest in a digital assistant, they don’t always use it to its full capacity. Only 69 per cent of people use their digital assistant at least once a day.

Nearly one-third of people (31 per cent) don’t use their digital assistant frequently or at all, which can be a wasted opportunity to save time and increase efficiency.

The majority of people who own a digital assistant own more than one – most likely to access the devices in different rooms throughout their living space.

Bob Klein, CEO, of Digital Scientists, a mobile app and IoT company, says this finding demonstrates how people do not understand all digital assistants can offer.

Often, people do not realise that they must add skills to their device to offer more capabilities.

For example, an Amazon Echo can order you pizza or guide you through a meditation session, but those skills must be programmed on the device first.

“Most people have the dumbest digital assistant where it can’t do anything besides answer generic questions … I’d think it’s hard to get someone to install a skill on their digital assistant,” said Klein.

People are missing the benefits of digital assistants if they do not use them frequently.

Also Read: Millennials and Gen Z Want Experiences Across Channels: CMO Council Study

People Worry Digital Assistants Violate Privacy, Despite Devices’ Popularity

People are concerned about storing personal information in digital assistants, but they invest in these types of devices as a way to streamline basic tasks.

Nearly one-third of people (31 per cent) are concerned about the security of personal information on digital assistants, and 30 per cent are worried about the devices recording conversations.

Even though digital assistants are becoming more common in the home, people are still nervous about privacy and security.

Manufacturers of digital assistants are taking steps to address security concerns.

Lynette Walczak, publisher of The Fun Times Guide, a network of 32 websites, explains how her Google Home has adjusted its privacy settings.

“Every now and then, Google Home will hear something that was said on TV and activate,” said Walczak. “But it turns itself off within a few seconds if we don’t speak to it directly.”

Also Read: The Audio Generation: We Are Listening to More Content Than Our Parents Do

Clutch’s 2019 Digital Assistant Survey included 581 people familiar with digital assistants across the US.

For more details on this report, click here.