Google Takes Voice Assistant IQ Test Again, But Alexa Closes Gap, Loup Ventures Says


Wolf Ventures released its annual voice assistant IQ test on Friday and found that Google Assistant once again dominated Amazon Alexa and Apple Siri. Google Assistant answered 93% of the 800 test questions correctly, compared to 83% for Siri and 80% for Alexa. The test was conducted on smartphones to assess voice assistant performance on mobile devices and follows a similar study from December 2018 that focused on smart speaker performance. Previous testing included Microsoft’s Cortana as well, but it was phased out in 2019 due to the company’s abandonment of the consumer voice assistant segment.

Each of the major mainstream voice assistants improved from a similar test in July 2018. Google Assistant increased by 7% and Siri by 4%. However, Alexa was notable in the “Most Improved” category with a 19% increase. Alexa is still following Google Assistant and Siri for Wolf’s question set, but it is only slightly behind Siri and has narrowed the gap with Google Assistant by 12 points. It should be noted that Alexa has a downside in this test format. One test category focuses on controlling the functionality of mobile devices, and Alexa is the only voice assistant of the three that is not natively integrated into one of the two major mobile operating systems (OS).

Google Assistant wins four of five categories

The test protocol segments 800 questions into five categories: local, commerce, navigation, information and ordering. The last category is the only one where Google was not the leader and did not exceed 90% of correct answers. Apple’s Siri scored 93% to 86% correct for Google Assistant in the “control” category which includes “phone-related functions like calls, texts, emails, calendar and music” according to the study’s authors. Alexa struggled the most in this category, in part due to its lack of a native mobile operating system, achieving just 69% correct responses. This was up from just 54% in 2018, so this is an area where Alexa is improving rapidly despite the lag of rivals.

Can Alexa catch up?

Google Assistant is approaching an almost perfect score in navigation, followed far behind by Siri and Alexa. It’s also worth noting that Google and Apple both have mapping and navigation solutions built around tight smartphone integration; another downside for Alexa. However, Gene Munster and Will Thompson of Loup Ventures note in their study summary that the “commerce” category showed the greatest disparity between assistants and Google once again outperformed its competitors.

“The biggest disparity was Google’s outperformance in the Commerce category, responding correctly at 92%, versus Siri at 68% and Alexa at 71%. Conventional wisdom suggests that Alexa would be best suited for business matters. However, Google Assistant correctly answers more questions about product and service information and where to buy certain items, and Google Express is just as capable as Amazon at buying items or restocking common goods as you are. have purchased before.

The category where Alexa passes most often, and the only type of question where she exceeds 90% correct answers, is general “information” queries where she scores 93%, just three points behind Google Assistant. . “Local” issues represent the second best category in Alexa at 85%. For these two categories, Alexa has access to reliable third-party data sources, as we highlighted in the Voice Assistant for Brands SEO report in July. These should continue to improve over time. You can also see a clear path for Alexa to further close the performance gap for ‘trade’ issues, ‘navigation’ and ‘ordering’ continuing to be a challenge due to the lack of a system. mobile operation.

You can read more about the Loup Ventures report here. Download the 40-page SEO report of Voice Assistant for Brands here: Download

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