Authors : PRABHASH PANDEY; VISHAL KUMAR MADDHESHIYA; SINHA RITESH SOHAN; PUNEET KUMAR TIWARI
Volume/Issue : Volume 8 - 2023, Issue 3 - March
Google Scholar : https://bit.ly/3TmGbDi
Scribd : https://bit.ly/427lq2B
DOI : https://doi.org/10.5281/zenodo.7735548
Usage of digital voice assistants is increasing
rapidly among consumers around the world, in 2020, 4.2
billion digital voice assistants were being used and they
are projected to grow to 8.4 billion units by 2024.
Looking to the rapid usage of voice assistants it is crucial
to analyze consumers attitude and preferences towards
Digital voice assistants are highly complex and
voice enabled artificial intelligence based technologies.
Consumers use digital voice assistants to perform a
series of tasks such as making call, online shopping,
listening to music, etc.
This article critically examinesthe frequency of
usage of virtual assistants across different age groups.
We analyzed that younger user, used the voice assistants
more frequently and they used voice assistants for a
variety of tasks. On the other hand, elder people relied
less on these assistants and used it rarely.
Also, we analyzed gender-based differences in
awareness of consumers regarding virtual assistants and
learning rate of consumers of different age group.
In this study, 120 survey responses from a variety
of consumers were analyzed. Customers attitude was
measured using sampling method.
So we have decided to study consumers attitude
towards digital voice assistants and various factors
which influence consumers attitude. The population of
the study is students and faculties of lovely professional
university, phagwara. The sample size is 120(60 males
and 60 females) and we have used sampling method for
Our findings indicate that males have higher
awareness rate as compared to females, and younger
people found it easy to use voice assistants on their own.
On the other hand, elderly people felt the need of a
technical person to use voice assistants.
The research also found that various factors such
as Accuracy, Confidentiality, Functionality and Ads free
greatly influence consumers attitude towards voice
assistants. We analyzed the consumers preference
towards these factors.
It is expected that this study will help marketers to
better understand consumers attitude about voice
assistants and they can build better relations with