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Voice report

Voice report

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From answers to action: customer adoption of voice technology and digital assistants

SUMMARY

This report finds that retailers and organizations should adapt their marketing strategies to benefit from the growth in the digital voice assistant and smart speaker sector.

The voice technology market includes systems and devices that use voice commands and queries to complete daily tasks. Smart speakers and digital assistants increase conversational artificial intelligence (AI) learning. These devices create personal clouds that amplify usability.

The report is based on findings from two different digital consumer focus surveys. The surveys find growth in the voice technology sector as 69% of respondents have used a digital assistant. Further, 75% of households are projected to own at least one smart speaker by 2020.

To use voice technology to navigate the online marketplace (eCommerce) is called voice commerce (vCommerce). Digital voice assistants and smart speaker impact how customers interact with businesses in the online marketplace. In fact, 40% of respondents tried to make a purchase using a digital assistant or smart speaker. Of the respondents that tried to use vCommerce, 74% reported an easy transaction, 21% reported difficulties during their transaction, and 5% could not complete their purchase. Nevertheless, 80% of early adopters are somewhat or very satisfied with their smart speaker experience.

As for consumer challenges, trust, privacy, and passive listening are issues for 41% of respondents. With that said, consumers are not ready to provide personally identifiable information (PII). Microsoft recommends six core principles to earn user trust: i) control, ii) transparency, iii) security, iv) strong legal protections, v) halt target marketing, and vi) benefits.

Touch as a primary user interface is weakening, and a new age of voice and digital assistants is emerging. While the use of voice assistants increases, brands need to adapt their marketing strategies to maintain brand awareness and loyalty in the voice commerce ecosystem. 

OUTLINE

Introduction

Usage

Adoption

Trust

Functionality

Shopping

About the authors

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
Voice report
Sub-Title
From answers to action: customer adoption of voice technology and digital assistants
Region
Global
Published
April 15, 2019
Publisher
Microsoft
Price
FREE
Language
ENGLISH

Content

Number of Pages
43
Number of Tables
14
Number of Exhibits
1
Topics
cloud, iot, mobile, security
Tags
AI, amazon, apple, cloud adoption, digital voice assistant, ecommerce trends, google, iot, Microsoft, online shopping, smart speaker, voice commerce, voice control
Companies mentioned
Amazon, Apple, Google, Microsoft
Methodology
This report is based on findings from two different digital consumer focus surveys. The Microsoft Market Intelligence survey was conducted March – June 2018, and involved 2,000 global respondents from the US, UK, CA, AU, and IN. Further, this report used the online research tool AskSuzy to enlist 5,000 US consumers in February 2019.
EVALUATION

This is a well-crafted consumer report.

The report has readable text and many visually pleasing tables. There are plenty of significant findings about consumer opinions on digital assistants, smart speakers and voice commerce (vCommerce). Although data sample is limited, this report will inspire innovators to explore ways to enhance and diversify the use of voice technology for a growing consumer audience. Overall, Internet of Things (IoT) innovators, businesses and CEOs will enjoy learning the potentials of voice technology.

Positives

  • Readable text
  • Plenty of primary data
  • Practical business insights

Negatives

  • Lacks secondary sources to support findings

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