The Voice Market and Behaviour Trends Overview
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The 20,000 Foot View: Despite being far from the mainstream at penetration, voice control activity has established itself firmly in certain pockets of the digital entertainment landscape, be it among music subscribers in terms of entertainment or among Snapchat users within social media. While smartphones remain the main devices for voice technology, smart speakers (and their future iterations) will seek to challenge the in-home attention share of smartphones in the mid-to-long term.
Key Findings
- In 2018, consumers used voice command on phones or speakers
- Penetration rates Amazon Echo ownership grew from between 2018 and 2018
- Music subscribers over index for voice usage compared to the consumer average
- Out of social media platforms, Snapchat has most concentrated user base of users
- iOS and consumers show similar adoption rates voice and respectively) and follow the same prioritisation of use
- Except for Amazon Echo dominates the voice market share in all territories
- At Google has the highest voice speaker rate in Brazil
- Privacy concerned are a more challenging environment voice speaker adoption
- Apple’s Home has the lowest voice speaker rates among the tech majors, is likely to benefit from average revenue per user (ARPU) to higher spending habits of user base
- Amazon Echo the oldest user base, while has the youngest user base
- Smartphone remains main device for voice usage
- In the term, smart speakers will challenge attention share in the home
Companies and brands mentioned in this report: Amazon Echo, Android, Apple Home Pod, Facebook, Google Home, Instagram, iOS, iPhone, Snapchat, Twitter