Reports Media & Marketing

The Voice Market and Behaviour Trends Overview

Report by Karol Severin
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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,        of consumers used voice command on their phones or speakers
  • Penetration rates for Amazon Echo ownership grew from        to        between        2018 and        2018
  • Music subscribers significantly over index for voice usage at        compared to the        consumer average
  • Out of all social media platforms, Snapchat has the most concentrated user base of voice users       
  • iOS and Android consumers show similar adoption rates of voice        and        respectively) and follow nearly the same prioritisation of use cases
  • Except for Brazil, Amazon Echo dominates the voice speaker market share in all territories
  • At        Google Home has the highest voice speaker penetration rate in Brazil
  • Privacy concerned countries are a more challenging environment for voice speaker adoption
  • Apple’s Home Pod has the lowest voice speaker penetration rates among the tech majors, but is likely to benefit from higher average revenue per user (ARPU) due to higher spending habits of its user base
  • Amazon Echo has the oldest user base, while Apple has the youngest user base
  • Smartphone remains the main device for voice usage
  • In the mid-long term, smart speakers will challenge smartphones’ 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

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