Performance marketing agency iProspect has undertaken a wide-ranging research project into voice-activation. The report, The Future is Voice Activated, is based on an online survey of 1,118 UK consumer respondents, and paints a nuanced picture of the state of this fast-growing technology.

By 2021, it is expected that 2 billion internet users will interact with intelligent assistants. While the dominant form they take is currently the smart speaker or the mobile phone, the technology is spreading to a broad swathe of devices from video consoles, to cars, to fridges. As a result, the voice output of information that we have come to expect from voice-enabled intelligent assistants will not necessarily continue; voice input will not always result in voice output.

Speaking at WARC's Toolkit 2018 event, Scott Abbott, head of global PPC at iProspect, drew out five key insights from his agency's report.

1. It's big and still growing