Apple Siri loses a chunk of users, but it still possesses the biggest share of the personal assistance app market.
That trend is underscored in statistics recently published by Verto Analytics which are based on behavioral data gleaned from ~20,000 U.S. consumers via passive metering of their digital devices.
According to Verto, the current share of usage among the seven top personal assistant apps breaks down as follows:
- Apple Siri: 41MM monthly U.S. users (~44%)
- Samsung S Voice: 23MM (~25%)
- Google Text-To-Search: 20MM (~21%)
- Google Home: 5MM (~5%)
- Amazon Alexa: 3MM (~3%)
- Google Allo: 1MM (~1%)
- Microsoft Cortana: 1MM (~1%)
These stats show the degree to which the top three apps continue to dominate the U.S. market. However, they don’t tell the entire story. A more interesting trend is what’s happening with the number of monthly users by app. In the case of Siri, its monthly user figure has dropped a full 15% in the past year – or about 7 million monthly users lower than in 2016.
Samsung, #2 on the list, also experienced a decline in monthly users – in its case a drop of 8%, or about 2 million fewer users compared to 2016.
Google Home also experienced a slide in subscribers, although #3 ranged Google Text-To-Search did grow.
The biggest growth trends in personal assistant apps were experienced by Alexa (up ~325%) and Cortana (up ~350%). Both apps were starting from a very low baseline, however, and today they still number only around 3 million and 1 million monthly users respectively.
Another interesting dynamic is the level of engagement each of these personal assistant apps generates. As it turns out, there is a direct correlation between overall user growth and levels of engagement, so it’s pretty clear where most of the “go-go” action is at the moment: Alexa and Cortana.
Perhaps most significantly, the Verto report suggests that personal assistant apps are of more utility to users than search apps such as Google or Yelp. Approximately 45% of smartphones owned by U.S. adults contained a personal assistant app that was used at least once during the month of May 2017. Compare that to the percent of smartphones that had a search app installed over the same period: just 34%.
It goes to show that among personal assistant apps broadly, the market is quite robust even if it’s fragmenting rather than consolidating.