Voice Control Devices Early Audience Behaviours and Adoption
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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
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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