Study: Using Siri in Public Is Embarrassing

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Too self-conscious to use Siri in pubic? You're not alone.

A new study by market research firm Creative Strategies found that most people are too embarrassed to use mobile voice assistants like Siri, Google Now, and Cortana outside the privacy of their own home or car. The firm surveyed 500 people and found that 21 percent have never used Siri, 34 percent have not used Google Now, and 72 percent haven't tried Cortana.

One of the main road blocks to this technology: our own self-consciousness. Creative Strategies found that just 6 percent of those who use voice assistants do so in public and even fewer (1.3 percent) rely on them at work. Moreover, 20 percent of those who have never used a voice assistant said they feel too "uncomfortable talking to their technology, especially in public."

"Even more fascinating is this happens in the US where consumers are accustomed to talking loudly on phones in public," Creative Strategies' Carolina Milanesi wrote in a blog post.

Turns out, the most popular place to use Siri, Google Now, or Cortana is in the car (51 percent who use voice assistants do so in their vehicle) followed by the home (39 percent). Milanesi said the high proportion of usage in cars probably has more to do with hands-free laws that regulate driving and texting rather than people freely choosing to use the technology.

As time goes on, voice assistants will become more socially acceptable, Milanesi predicted.

"As wearables become more pervasive — and I am not thinking here about just smartwatches but earbuds, clothing and so on — the ability to hear and carry sound will also improve," she wrote. "This coupled with [artificial intelligence's] ability to turn current voice assistants into true digital agents able to have natural exchanges will remove the barrier of 'talking to technology.'"

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