Not so personal
The numbers of users of mobile personal assistant (PA) apps has remained pretty static in the US over the past year. In May over 70 million people – 44% of adult smartphone owners – used such apps, representing no year-on-year increase. In fact, usage has been steadily declining since it hit a peak of 88 million people last November, according to metrics firm Verto Analytics.
What’s happening here? Well, it looks like users are shifting away from mobile to home assistants as the biggest mobile PA app, Apple’s Siri, which has seen monthly users fall 15% to 7.3 million, while its stickiness level has fallen by almost half from 21% to 11%.
By contrast, Alexa has seen a 325% year-on-year increase in monthly unique users (from 0.8 million to 2.8 million) and has more than doubled its stickiness rating (average daily users as a percentage of total monthly users) from 10% to 22%. Microsoft’s Cortana also spiked 350% to 0.7 million users, with stickiness tripling to 60%.
However, the research also found that PA smartphone app user-base skews towards older women, a demographic traditionally outside the expected early-adopter niche. In fact, the ‘superuser’ – someone who spends over twice as much time as the average person – is a 52-year old female. She spends 1.5 hours per month on PA apps compared to the 12 minute average.