Voice Control Devices Early Audience Behaviours and Adoption

The 20,000 Foot View:  Connected voice-control devices epitomised by the Amazon Echo have transformed from being mere curiosities of consumer electronic R&D divisions, into becoming positioned as the next hardware paradigm. With impressive growth since its November 2014 release via Amazon Prime’s US customer base, the Echo and subsequent competing voice control device releases by Google and Apple are competing for influence in the home and to shape how people experience digital content there. Understanding the nuances of voice’s early-adopter audience has therefore become crucial for rights-holders, creators and advertisers, as it is this audience that will define the direction of the technology and decide which content services ultimately flourish in the home.

Key Findings

           of consumers have an Amazon Echo Voice Device in their home            of consumers use voice control on home devices or smartphones every day
• At            and            US and UK have the            household penetration of voice control           
• Voice technology            most widely adopted by            year            at            penetration
• Music subscribers                       significantly over index for Amazon            home ownership
• Just            of            and YouTube viewers have a            control device in their house 
• Voice control            has thus far been on            similar trajectory as the world            web, social media and the            evolving through its early adopter           
• Of            million            Music subscribers, around            million have            voice control device in their           

Companies and brands mentioned in this report: Amazon, Apple, Deezer, Facebook, Google, Microsoft, Netflix, Sonos, Spotify, Twitter, YouTube