Most Americans have used virtual assistant to get answers to their questions

Still, human representatives are seen as best able to answer complicated questions

The author(s)
  • Chris Deeney Senior Vice President, U.S. Ipsos Observer
  • James Diamond Senior Research Manager, Public Affairs
  • Mallory Newall Vice President, US, Public Affairs
Get in touch

Washington, DC, October 24, 2022 -- An Ipsos poll conducted on behalf of Wells Fargo finds that nearly seven in ten Americans have used an online or mobile virtual assistant to get answers to their questions and or help resolve issues. Favorability of virtual assistants in generally high, and most report that their perception of virtual assistants has remained the same compared to two years ago.

The poll also explores the perceived strengths of virtual assistants relative to human representatives on the phone.

Detailed Findings

1. Many Americans report having used a virtual assistant to answer questions, including at their financial institution.

  • Nearly seven in ten Americans (69%) have used an online or mobile virtual assistant to get answers to your questions and or help resolve issues.
  • A similar share (68%) feels favorable towards using virtual assistants. Among those that have used one before, this jumps to 84%.
  • Perceptions of virtual assistants over the last two years have stayed the same for most (61%). Roughly one-third (32%) say their perception of virtual assistants has gotten better.
  • This gap closes somewhat among past users of voice assistants: 53% think their quality has remained the same, versus 43% that think they have gotten better.
  • Nearly six in 10 (57%) say the pandemic has made them more open to using virtual assistants to interact with businesses.
  • Half (50%) report having ever used an online or mobile virtual assistant offered by their financial institution.

2. Many are open to using virtual assistants for their convenience and speed but see human representatives as having more strengths.

  • Nearly half (46%) say they prefer to receive customer service from virtual assistant, rather than waiting for a person on the phone.
  • More than half (55%) believe a virtual assistant saves them time by anticipating their questions.
  • The perceived strengths of a virtual assistant relative to a human representative on the phone are: are convenient (35%), and saves time (33%).
  • The perceived strengths of human representatives is: they understand the customer’s emotions (62%), handle complex questions (58%), answer questions accurately (46%), provide peace of mind (45%), and give the customer control over their service experience (38%).

About the Study   

These are the findings of an Ipsos poll conducted on behalf of Wells Fargo, between May 26-May 27, 2022. For this survey, a sample of 2,010 adults age 18+ from the continental U.S., Alaska, and Hawaii was interviewed online in English.

The sample for this study was randomly drawn from Ipsos’ online panel, partner online panel sources, and “river” sampling and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2019 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics. Posthoc weights were made to the population characteristics on gender, age, race/ethnicity, region, and education.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 2.7 percentage points for all respondents and 3.3 for those that have ever used an online or mobile virtual assistant. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=2,010, DEFF=1.5, adjusted Confidence Interval=+/-4.2 percentage points).

About Ipsos   

Ipsos is one of the largest market research and polling companies globally, operating in 90 markets and employing over 18,000 people.   

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. Our 75 solutions are based on primary data from our surveys, social media monitoring, and qualitative or observational techniques.

Our tagline "Game Changers" sums up our ambition to help our 5,000 customers move confidently through a rapidly changing world.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).    ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com          

 

Download
The author(s)
  • Chris Deeney Senior Vice President, U.S. Ipsos Observer
  • James Diamond Senior Research Manager, Public Affairs
  • Mallory Newall Vice President, US, Public Affairs

Society