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Consumer Intelligence Series: Prepare for the Voice Revolution

Consumer Intelligence Series: Prepare for the Voice Revolution

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SUMMARY

This report finds that digital voice assistant usage will continue to increase but consistency must improve for wider adoption. PwC surveyed a nationally representative sample of 1,000 US adults between the ages of 18-64 via an online survey by a global research firm in February 2018. In March 2018, PwC conducted two focus group sessions.

Overall satisfaction with voice assistants is high but smartphones lag. Despite accessibility, 74% of consumers use their mobile voice assistant at home. Despite growing capabilities, basic tasks remain the norm. Limited knowledge of technology features, lack of trust, and doubt due to complexity and cost are three factors hindering voice technology experimentation. At a minimum, 73% of respondents agree that their voice assistant should be accurate, correct, and consistent.

As the next steps, businesses need to use big data to optimize the brand’s voice readiness. Voice assistant companies need to build trust by demonstrating ease-of-use with smaller tasks and educate consumers about the features. Consumers are hesitant to try complicated features with their voice assistant. Trust remains a barrier for voice assistant shoppers. Voice assistant developers need to improve the technology for consistent and trustworthy user experience.  Additionally, consumers want control and ads that don’t interfere with personal privacy. With that in mind, businesses need advertisements that do not disrupt the user experience, such as invasive or annoying ads. Companies need to use personal user data in a secure and transparent way. In turn, companies create personal user experiences that consumers desire. Further, Voice assistants will transform the user interface, but first, there must be a foundation of trust and reliability.

OUTLINE

Introduction

Voice assistant awareness

Voice assistant usage and users

Trust 

Advertisements

Voice assistants influence smart home industry

Voice assistants sentiments

Privacy and security

Usage 

Next steps

 

DETAILS

Overview

Researchfinder Rating
4 out of 5 stars
Title
Consumer Intelligence Series: Prepare for the Voice Revolution
Region
Global
Published
Sept. 15, 2018
Publisher
PWC
Author(s)
Mark McCaffrey, Paige Hayes, Jason Wagner, Matt Hobbs
Price
FREE
Language
ENGLISH

Content

Number of Pages
12
Number of Tables
12
Number of Exhibits
0
Topics
iot
Tags
chatbots, digital voice assistant, iot, privacy, PWC, smart appliances, smart home, smart speaker, smart technology, usa, voicebot, voice commerce, voice control
Companies mentioned
Amazon, Microsoft, Apple, Google
Author(s)
Mark McCaffrey, Paige Hayes, Jason Wagner, Matt Hobbs
Methodology
During February 2018, PwC surveyed a nationally representative sample of 1,000 US adults between the ages of 18-64 with Internet via an online survey conducted by a global research firm. In March 2018, PwC conducted two focus group sessions.
EVALUATION

This brief document clearly informs readers of the US consumer response to smart voice assistants.

Early reports about consumer opinions will benefit readers interested in the smart voice industry, including project managers, marketers, and designers. The data tables and user quotes complement the analysis and insights. However, the data is limited to US adult consumers. It will be exciting to see how this early report impacts the future of smart voice assistants.

Positives

  • Great graphs, tables, and charts
  • User quotes
  • Broad data sample

Negatives

  • Data is limited to US demographic

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