Google dominates the voice search market in terms of successful answers, according to the latest data from Voicebot and Magic + Co. Asking over 4,000 queries in total, Google Assistant on a smartphone and on a Google Home smart speaker are far ahead of competitors, providing a correct response over four-fifths of the time.
Other voice assistants fared badly by comparison. Amazon Alexa on an Echo smart speaker provided a correct response only onethird of the time (33.8%), Samsung Bixby on a smartphone was slightly worse (31.8%), while only 28.0% of queries were successfully completed by Apple HomePod devices.
Despite Google’s greater success in correctly responding to queries, it lags significantly behind Amazon on both consumer uptake and functionality. For brands to benefit from this shift to voice search, it is vital they achieve ‘position zero’ and develop a distinct sonic identity.
