The Alexa rank of nykaa.com moved from 4.8 thousand to more than seven thousand between January and March 2021. This indicated a decrease in the popularity of the website. In comparison, purplle.com, one of Nykaa's competitors, ranked at around 25 thousand, while Myntra ranked at about one thousand.

Google Assistant led the ranking of selected digital assistants answering questions correctly in most categories. 98 percent of the navigation-related questions were answered correctly by Google Assistant. By contrast, Apple’s Siri seemed to be the most accurate when it comes to commands, with 93 percent of the queries correctly answered. Overall, all digital assistants’ quality has improved significantly in the past three years.

Voice assistants handling of complex questions

Whether simple or more complex, questions were found to be handled best by Google Assistant. Researchers asked Alexa, Siri, and Google Assistant a number of complex questions, involving comparison, composition, and/or reasoning, with over 70 percent answered correctly by Google Assistant.

Number of digital voice assistants increases

The number of digital voice assistants in use worldwide was expected to nearly double between 2020 and 2024, reaching 8.4 billion units by 2024. There were an estimated 3.25 billion digital assistants in 2019. With more and more connected devices, as well as and a higher demand for practicality, voice recognition technology is expected to grow further in the coming years.