Frequent buyers via voice assistant by country 2021

Worldwide, more than 40 percent of smart home voice assistant buyers reported regularly purchasing through this channel in 2021. In addition to the United States, various countries in the Asia-Pacific region stood out for having a high percentage of frequent voice commerce shoppers. Around 60 percent of those surveyed in Indonesia and Singapore said they made daily or weekly purchases via voice assistants such as Amazon Echo and Google Home. Meanwhile, this figure was closer to 50 percent in Malaysia and Thailand.

Share of online consumers who regularly bought products via smart home voice assistant in selected countries worldwide as of March 2021

Characteristic	Share of respondents
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Release date

June 2021

More information

Region

Worldwide

Survey time period

October 2020 to March 2021

Number of respondents

8,681**

Age group

18 years and older

Special properties

on a weekly or daily basis

Supplementary notes

* E.g. Amazon Echo, Google Home, Samsung SmartThings.
** Total sample size for 22 territories surveyed. The number of respondents for individual countries/regions was not provided by the source.

This question was phrased as follows: "In the past 12 months, how often have you bought products (e.g., clothes, books, electronics) using the following shopping channels? (online, via smart home voice assistants)". Data reflects respondents who answered 'weekly' or 'daily'.

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