10 Voice Search Statistics You Need to Know in 2020 [Infographic]

As one of the fastest rising ecommerce trends, voice search is certainly the hype these days. And as an ecommerce business owner, it’s something you cannot afford to lose out on.

But before launching into optimizing your ecommerce business for voice search, there are important voice search stats and facts you need to wrap your head around. You’ll need to know what voice search is, what the most popular devices that offer search by voice features, where voice search is most popular, and more.

In this article, we present to you the ten most important voice search statistics you need to get your voice search efforts the kick start it needs. Let’s dive in!

1. Voice Search Popularity in The United States

Voice Search Popularity in The United States

An increasing number of people in the United States are using voice to conduct searches. Reports estimate there are 111.8 million people in the US using voice search features – a 9.5 percent increase from the previous year. 

This means that currently, nearly 40 percent of all internet users in the US and a third of its total population are users of voice search (eMarketer, 2019). And all signs point to it growing in popularity with an expected 9.7 percent increase to 122.7 million users by 2021.

As we’ll explore in the next few voice search statistics, smartphones and smart speakers are currently the most popular devices among voice search users. But with other gadgets such as watches and wearables, TVs, and home appliances slowly offering voice search features, it may just be a matter of time before they become equally as popular – if not more.

2. Voice Search More Popular Than Typing

Voice Search More Popular Than Typing

Nearly gone are the days of typing in a search query. Approximately seven out of ten consumers (71 percent) prefer to use voice searches to conduct a query over the traditional method of typing (PricewaterhouseCoopers, 2018).

Despite more advanced features voice search capabilities offer such as carrying out online purchases or controlling other smart home gadgets, its most popular usages remain restricted to more basic features. Conducting basic queries and information requests aside, users like to use voice searches to do basic tasks like check on the weather, play music, and set a reminder.

But given the potential and benefits of voice search, it’s no wonder that it’s growing in popularity. This is particularly noteworthy for the disabled community and the visually impaired, who have benefitted from voice search as it allows them to bypass the inconvenient text-based functions. 

3. Smart Speakers Ownership in The US

 Smart Speakers Ownership in The US

As of 2018, nearly a quarter (23 percent) of American households possess smart speakers, half of which have more than one (Microsoft, 2019).

The average household with a smart speaker in 2018 has 2.3 speakers, an increase from just 1.7 in 2017. In fact, as many as 14 million people became owners of smart speakers for the first time in 2018.

And more and more people are expected to purchase smart speakers, with ownership forecast to nearly double to 45 percent in 2019 and further rise 30 percentage points to 75 percent by 2020. This means that by then, three-quarters of all US households are expected to own at least one smart speaker by 2020.

4. Smart Speakers Usage in The US

Smart Speakers Usage in The US

Ownership of smart speakers is on the rise, but so is voice search usage with smart speakers. 52 percent of all smart speaker owners use their devices daily (NPR, 2018). Over a third use it to carry out voice searches.

Given the increasing use and popularity of smart speakers, if you happen to run an ecommerce business selling tech gadgets, consider amping up your marketing efforts around November. The period between Black Friday and the end of the year is proving to be a particularly popular time for purchases of smart speakers – 8 percent of the US population bought a smart speaker during this period in 2018.

And depending on your target market, you may want to prioritize one brand over another. Just so you have an idea, Amazon currently holds about 70 percent of the smart speaker market share within the US, far outperforming its main rivals, Google Home and Apple’s HomePod. 

5. Voice Search Statistics on Shopping

Voice Search Statistics on Shopping

With voice-assisted devices growing in popularity, users are also starting to branch out in terms of usage. According to an online survey, more and more consumers carry out searches by voice to conduct online shopping. In fact, the voice shopping market is expected to skyrocket from $2 billion in 2018 to $40 billion by 2022.

Though online shopping via voice search is an activity carried out by different age groups of online shoppers in the US, the highest usage comes from those aged between 45 and 60 (Narvar, 2018). 

43 percent of online shoppers in this age group use the voice search feature on their devices to shop online, compared to 38 percent in the 30- to 44-year-old age group. There’s a drastic fall in usage among adults aged 60 and above, with just four percent of them using their devices for online shopping.

The most commonly bought products by voice are groceries. One out of every five products purchased by voice is groceries. That’s very followed by entertainment-related products (19 percent), electronics, (17 percent), and clothing (8 percent).

6. Role of Voice Search in Buyers’ Purchase Journey

Role of Voice Search in Buyers’ Purchase Journey

Though more than one in four consumers use voice to shop online, the role of voice search in shopping isn’t solely limited to just purchasing. In fact, the act of purchasing items isn’t even the most popular voice search feature among online shoppers!

Survey results show that online shoppers use voice assistance more extensively in the pre-checkout stages than for checking out itself – particularly in product research and addition to shopping list. More than half of all online shoppers in the US use voice assistance to help them research products, while over a third use it to add new items to their shopping list (Narvar, 2018). 

But it doesn’t just end there. Voice assistance continues to feature in the post-checkout stages, with 30 percent of online shoppers using it to track their packages, 20 percent leaving reviews or ratings, and 17 percent using voice search to repurchase items.  

Considering the above-mentioned voice search statistics on shopping, as an ecommerce owner, you may want to consider optimizing your site for voice search!

7. How many searches are voice searches?

How many searches are voice searches?

If you’re still unconvinced of the potential of voice search, here’s one of the most astounding voice search statistics to swing you: Consumers used voice search over 250 billion times in 2018 (Voicebot, 2019).

And current indications point towards an increasing usage that’s not likely to abate anytime soon. In September 2018, approximately 25 percent of US adults said they used voice search at least once a month. Fast forward just four months to the start of January 2019 and that figure had already climbed to 33 percent. Plus, nearly half (47 percent) of these users expect to use the feature even more in 2019.

8. Voice Search Statistics on Mobile Devices

Voice Search Statistics on Mobile Devices

Currently, more than a quarter (27 percent) of the global online population is using the voice search feature on their mobile devices. (GlobalWebIndex, 2018) Usage is particularly popular among the 16-to-34 age bracket, with two-thirds of mobile voice search users falling into this particular age group. 

If your ecommerce business targets both females and males, you’ll be happy to know that you may not need different strategies for these two gender groups as mobile voice search usage across both men and women are pretty even: 28 percent of men use voice-assisted searches on their mobile devices, compared to 26 percent of women.

In terms of markets, mobile voice search features are particularly popular among Asian countries. This is especially so in Indonesia, China, and India, where 38 percent, 36 percent, and 34 percent of all internet users reportedly carrying out voice-assisted searches on their mobile gadgets. For comparison’s sake, just 25 percent of US internet users use the voice search feature on their mobile devices.

9. Voice Search Engagement

Voice Search Engagement

72 percent of US consumers are engaging with voice search through digital assistants such as Siri, Alexa, Google Assistant, and Cortana (Microsoft, 2018).

Of them, the Google Assistant and Apple’s Siri are the two most popular digital assistants, with 36 percent of all US consumers reported having used each for voice search. This is followed by percent by Amazon’s Alexa and 19 percent by Microsoft’s Cortana.

Of all the gadgets available that offer voice-assisted search functions, smartphones appear to be the leading device of choice for voice search users. More than 90 percent of consumers report having used their smartphones to carry out voice searches, compared to less than half on their smart speakers and just over four in ten through in-car voice assistants. 

10. Role of Page Load Speed in Voice Search SEO

Role of Page Load Speed in Voice Search SEO

If these voice search statistics have inspired you to optimize your business for voice search and in particular for Google, your page’s load speed may be a good place to start.

Here’s why: Websites with shorter load times perform better among Google’s voice search results. More specifically, they take just 4.6 seconds to load. That’s half the time taken for the average page (Backlinko, 2018). And with Google placing increasing emphasis on load times, there’s certainly no reason you shouldn’t be focusing on your website’s load speed. 

To start, consider first running a website speed test to find out how fast your page is currently loading before taking the steps needed to further improve your load speed. 


Now that you’re equipped with ten useful voice search statistics, you can begin to use them to give your ecommerce business the boost it needs.

Whether you’re interested in optimizing your ecommerce page or boosting your sales and marketing strategy of your tech ecommerce store, these voice search stats will certainly come in handy to help understand the direction that ecommerce and mobile ecommerce is heading towards.

Voice Search Statistics

Summary: Voice Search Statistics

Here’s a summary of the Voice Search Statistics for 2020:

  1. One-third of the United States population use voice search features.
  2. 71 percent of consumers prefer to conduct queries by voice instead of typing.
  3. By 2020, three quarters of all US households are expected to own at least one smart speaker.
  4. More than half of all owners of smart speakers use their device on a daily basis.
  5. 43 percent of voice device owners aged between 45 and 60 use their devices to shop online.
  6. 51 percent of all online shoppers in the US use voice assistance to help them research products.
  7. Over 250 billion queries were carried out by voice search in 2018.
  8. More than one quarter of the global online population is using the voice search feature on their mobile devices. 
  9. 72 percent of US consumers are engaging with voice search through digital assistants.
  10. The average voice search result page loads half as fast as the average page.

Want to Learn More?

Is there anything else you’d like to know about voice search statistics and wish was included in this article? Let us know in the comments below!

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