https://www.cnet.com/news/at-ces-2019-alexa-and-google-assistant-will-howl-the-rest-will-whimper/

But while both have extended the reach and influence of voice computing, both also need to broaden their messages and showcase their voice assistants' capabilities. That work could persuade more consumers that they need smart speakers as much as they need smartphones.

Currently, 32 percent of Americans own a smart speaker while 77 percent have smartphones, according to Adobe and Pew Research, showing there's much more room for voice to grow. Smart speaker adoption has been growing at a healthy clip, but drawing in new customers may get harder, with increased consumer concern about data privacy and a regular trickle of negative anecdotes about Alexa malfunctioning. Also, Adobe reported the No. 1 reason people don't own a smart speaker is because they feel they just don't have a use for one.