The global smart speaker market was worth $2.2 billion in 2017. Predictions suggest it will reach £39.3 billion by 2025. Voice, therefore, represents a tremendous opportunity for manufacturers, brands and marketers. Last year’s WARC commentary on voice’s rise reflects this. Yet, voice remains a challenging medium for marketers to master.

New Electronic Friends, a report by advanced chip technology designers Arm and Northstar Research, is based on a survey with over 2,000 global consumers from eight markets. It provides a snapshot of the voice market today and suggests how it could develop going forwards.