Voice search isn’t new - but in 2025, it’s getting seriously interesting.
More people are weaving voice assistants into everyday moments, from checking the weather to ordering groceries. As this behavior becomes second nature, it’s not just changing how we interact with tech - it’s unlocking new opportunities for brands.
So, who exactly are these voice assistant users? And why should marketers care?
They’re a highly engaged group that’s shaking up the status quo. 66% of voice assistant users say they prefer shopping online to in-store, and more than half have made a purchase online in the past week. They’re active, convenience-driven consumers who move fast - and they expect tech to keep up.
So, with consumer expectations evolving rapidly, what should brands be paying attention to? Let’s break down the key trends shaping the voice search landscape in 2025.
Before we dive into the data, it’s worth stepping back to recognize that voice search isn’t just an exciting tech trend - it’s an everyday enabler for people with accessibility needs.
1 in 3 consumers with a visual impairment use voice assistants weekly. And among people with physical disabilities, 32% say the same. For disabled consumers who live alone or face barriers when using traditional devices - whether it’s screens, keyboards, or touch interfaces - voice technology offers something powerful: independence.
Diving deeper, 1 in 10 consumers with a visual impairment live alone, and over a quarter (27%) of them buy groceries online on a weekly basis. These aren’t rare or exceptional cases. They reflect real, routine behaviors that voice tech is helping to enable.
So, if your brand isn’t building with accessibility - and voice - in mind, you’re not just missing a market opportunity. You’re missing a chance to serve people in meaningful, impactful ways.
People’s behaviors and expectations are evolving alongside voice tech. Here are four trends to keep your eyes (and ears) on.
Voice assistant usage isn’t just for one-off commands.
Globally, 32% of consumers have used a voice assistant in the past week. And this isn’t about setting reminders or asking for the weather. 21% use it to find information each week, while 20% use it to complete an action like playing a song or ordering something. That means voice search isn’t just being used - it’s being relied on.
And voice search usage is rising in places like the US. Between 2020 and 2024, monthly usage of major tools has surged among Americans - Google Assistant leads the pack with a 46% jump in that timeframe, Siri’s close behind at 40%, and Alexa’s climbed 26%.
The takeaway? Voice search is becoming a mainstream behavior.
Voice assistant adoption is growing in parts - but not all users look the same. Right now, millennials are leading the charge, with 34% using a voice assistant every week. Gen Z isn’t far behind, and both generations are setting the pace for how voice tech fits into everyday life.
This group isn’t just defined by generations either. Voice assistant users tend to live in urban areas, earn higher-than-average incomes, and are often early adopters of emerging tech in general. These are consumers who value convenience, speed, and seamless integration - and voice tech fits right into that mindset.
Geography plays a role too. Voice tech usage is most common in APAC, followed by Latin America and North America. That global spread reflects different levels of tech infrastructure, smartphone penetration, and cultural openness to voice interaction.
Beyond that, brand preferences are split along generational lines. Millennials tend to favor Alexa - 33% have used it in the past month - while Gen Z are more loyal to Siri, likely due to their tighter connection with the Apple ecosystem. The device you use, the platform you prefer, and the environment you live in all shape how (or whether) you engage with voice assistants.
For brands looking to break through, that means digging deeper into who’s using voice search, how they’re using it, and what they expect from it.
Voice search and AI are no longer operating in silos - they’re rapidly merging, and consumers are jumping in with both feet.
Nearly 1 in 3 voice assistant users say they’ve used ChatGPT in the past month. These are people who are already comfortable talking to tech, and they’re now seeking out even more intelligent, fluid experiences that go beyond basic commands.
So, what does this audience really want? Smart, connected systems that work together. In fact, voice assistant users are 59% more likely than average to say that integration with other apps and services is a key part of how they use AI. That tells us something important: the future of voice tech isn’t just about the assistant itself - it’s about how well it plugs into the wider digital ecosystem.
And Gen Z? Always one step ahead. Among consumers who use AI tools, over 1 in 10 Gen Z say voice integration is the single most important feature when it comes to using them - more than any other generation. For them, voice tech isn’t just a convenience. It’s part of the experience.
Voice assistant users aren’t just searching - they’re shopping, too. And they’re doing it more frequently.
In fact, they’re 33% more likely to have made an online purchase in the past week than your average consumer. And when it comes to quick, everyday buys - like takeaways and fast food delivery - they’re way ahead of the curve: voice assistant users are 51% more likely to have ordered a meal through a delivery app in that timeframe.
So, what’s driving this behavior? One word: simplicity. These are consumers who value speed, ease, and minimal friction. 18% of voice assistant users say that a social media “buy” button would most increase their likelihood of buying a product online - and they’re 55% more likely than average to feel that way.
This group moves fast and expects their tech to keep up. They want intuitive, seamless paths from discovery to checkout - no clunky steps, no dead ends. For brands, the message is clear: investment in voice commerce can enhance their customer service and make them stand out among in-demand audiences.
Voice search isn’t a future trend - it’s already reshaping the way consumers search, shop, and interact. For marketers, that means adapting fast. Here’s where to focus:
Voice search is a behavioral shift. It may not be in the tech spotlight right now, but it’s something for brands to adapt to. Sure, the screen isn’t going away any time soon, but it’s joined by something much more instinctive: speech.
That creates exciting new opportunities to connect with consumers in more natural, intuitive ways - meeting people in the moments that matter, on their terms. And for brands that act early? The payoff is real: stronger discoverability, deeper engagement, and loyalty that lasts.