A consumer study has revealed that young people have a positive bias towards female voices, findings that could explain why home assistants like Alexa and Siri are gendered.
According to The Drum, neuroscience firm Neuro-Insight and marketing agency Mindshare, leveraged brain screening technology to observe 105 subject’s subconscious reaction to male and female voice assistants. It found subjects of all ages and genders were 32% more likely to react positively to female voices.
The response to female voices among younger respondents (under 35) was found to be even more pronounced with the female voice proving twice (103%) as approachable as the male voice. Younger respondents also found the female voice more compelling (22%). In contrast, to older respondents who found the male voice more compelling (25%).
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.”
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