Last week, Verto Analytics presented our July webinar, “What’s the Future of Personal Assistant Apps?” Hosted by Verto’s SVP of Marketing Alison Murdock, the webinar explores consumer behavior and the use of AI-powered personal assistant apps on smartphones, highlighting data from our latest report, Rise of the Machines: How Personal Assistant Apps Are Shaping Digital Consumer Habits. Below are a couple key takeaways from the webinar, which you can also listen to on demand.
- Personal Assistant App Usage: Where Do They Fit Into Consumer Behavior?
Verto Analytics performed a funnel analysis on nine of the most popular personal assistant apps on the market, which allows us to look at the which apps consumers use before and after using a personal assistant app. Our analysis of personal assistant app usage between May 2016 and May 2017 (among U.S. adults, ages 18 and over) reveals that Google-owned properties dominate consumer activity both before and after the use of personal assistant apps; Chrome, Google Maps, and the Google Play Store are the three primary apps used on both ends of the funnel. We also noted this trend in our February 2017 report, Multitasking and Mobile Apps: New Ways to Measure Consumer Behavior, which pointed to the development of a Google-centric ecosystem of apps and services at the heart of consumer multitasking behavior.
- Who Uses Personal Assistant Apps?
Verto’s analysis of personal assistant app usage reveals some interesting data about user demographics and behaviors: women (54% of total user base) use personal assistant apps slightly more frequently than men. And interestingly, there is a trend toward personal assistant app usage in older age groups, especially adults in the 45-54 and 55+ age groups. Perhaps the most surprising finding from our analysis of personal assistant app “superusers.” Verto defines a superuser as a consumer who spends more than twice the average monthly time on a given app or app category. And our data finds that the personal assistant “superuser” is not the expected early adopter: Verto Analytics data indicates that the personal assistant app superuser is a 52-year-old woman spends 1.5 hours per month with personal assistant apps, a demographic population that falls outside of the traditional early adopter user base.