Gartner Research

Virtual Personal Assistant Use Is Growing, but Usage Functions Are Still Limited

Published: 06 January 2015

ID: G00271275

Analyst(s): Jessica Ekholm , Annette Jump


Growing consumer usage of VPAs is closely linked with existing device ecosystems. Product managers need to make VPAs smarter by working with device providers to explain benefits to consumers, with a focus on simplicity and the usefulness of such apps.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • The VPA market is dominated by Apple and Google, which will force emerging VPA providers to form partnerships with ecosystem players to reach potential scale
  • VPA providers are being challenged to create richer, more immersive functions beyond weather and calendaring
    • iOS Versus Android VPA Usage
  • Consumers want more proactive notifications and interactions than they are getting today, opening up a host of new opportunities for VPA developers


  • Methodology of Mobile Apps Survey

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