Younger generation found to favour female smart assistants

Posted on: Monday 05 November 2018

Female voices have been shown to be more compelling and to engender more positive reaction than male voices for home assistant devices.
 

Share this

Last week at our inaugural Nonference event, Neuro-Insight and marketing agency Mindshare hosted their session titled 'Alexa or Alex? Our subconscious response to the gender of voice assistants'. 

The full research revealed a positive bias towards female voices among younger people - those aged under 35 - and gives strong reasoning behind the female gendering of home assistant devices like Amazon's Alexa and Microsoft's Cortana.

It found that subjects of all ages and genders were 32 per cent more likely to react positively to female voices. 

However, in under 35s, this figure was far more pronounced, rising to 103 per cent in being more approachable. Female voices were also shown to be 22 per cent more compelling for this group.

Heather Andrew, chief executive of Neuro-Insight, said: "The differences of response that we observed were clear and compelling.

"Although in the past, male voices may have had more authority, as evidenced by older people's reactions, it's apparent that this is no longer the case for the younger generation."

Read more about Neuro-Insight and Mindshare's Nonference session here

Related content

Flora-Williams

Voice activation is the key opportunity in digital audio

Learn more
What_we_learnt_from_MRG

What we learnt from MRG

Bratislava was the destination for the 2018 MRG (Media Research Group) conference. A three-day event to showcase some of the most thought provoking and...

Learn more

Facebook reveals its own smart home device

Facebook is launching Portal, which will include voice controls powered by Amazon's Alexa.

Learn more
The IAB & Mind Ideas Hack

The IAB & Mind Ideas Hack

Learn more

Looking to boost your skills?

Lasting two hours each, our virtual training modules have been designed to fit into your day while you work from home and provide you with the opportunity to learn new skills and keep your team up-to-date with latest best practice.