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Talk to Me | Accenture€¦ · digital voice assistants. 4% OWN a standalone digital voice-enabled...
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TALK TO ME Ownership of STANDALONE DIGITAL VOICE ASSISTANTS Current ownership is limited to early adopters, though interest is growing Use of digital voice assistants is consistent across age (except 55+); US OWNERS SHOW HIGHEST USAGE Consumers show high usage for DIGITAL VOICE ASSISTANTS - 2 out of 3 use it on an ongoing or daily basis PURCHASE INTENT Interest is increasing but there is a risk of adoption getting ahead of capability Digital voice assistants CAUSE FRUSTRATIONS more often than other intelligent devices NEW FINDINGS from the 2017 Accenture Digital Consumer Survey of nearly 26,000 consumers across the globe reveal increasing demand and deeper interactions with standalone digital voice assistants. 4% OWN a standalone digital voice- enabled assistant today, and 10% PLAN TO PURCHASE one within the next 12 months. Consumer adoption of stand-alone digital voice- enabled assistant devices Current ownership of standalone digital voice-enabled assistant devices by country, and purchase intent in the next 12 months. US, Brazil and China consumers show strong ownership and purchase intent for stand-alone digital voice-enabled assistants within the next 12 months. use their stand-alone digital voice-enabled assistant on an on-going or daily basis Purchase intent of stand-alone digital voice-enabled assistant devices by age. About 1 in 5 teens (14-17) plan to purchase a stand-alone digital voice-enabled assistant within the next 12 months. 4 % 10 % Current ownership Purchase intent next 12 months US Brazil China UK Germany Japan Canada 7 % 20 % 2 % 20 % 10 % 18 % 6 % 6 % 5 % 5 % 4 % 4 % 3 % 3 % 2 % 21 % 6 % AGE COUNTRY 12 % 69 % 66 % 66 % 47 % 80 % 77 % 72 % 58 % 54 % 50 % 48 % 75 % 72 % 69 % 68 % 67 % 51 % 9 % 14 - 17 14 - 17 US Brazil China Canada Japan UK Germany 18 - 34 35 - 54 55+ 18 - 34 35 - 54 55+ 65 % 65 % Monthly (1 - 2 times per month) 23 % Weekly (1 - 2 times per week) 25 % Daily (once or more) 40 % Ongoing usage Global average Frequency of use (ongoing or daily) of digital voice assistant by AGE and COUNTRY Consumers face challenges when first using intelligent devices – especially digital voice assistants. Voice recognition not working properly is the most common challenge for consumers. Digital Voice Assistant Smart Thermostat Wearable Fitness Monitor Home Surveillance System Wearable Health Device Smartwatch 22 % 17 % 16 % 16 % 16 % 14 % Voice recognition feature did not work properly Was too complicated to use Could not connect to the Internet Setup did not work properly Concern for privacy Did not have the features needed Frustrations with digital voice assistants often VARY BY COUNTRY 34 % 34 % 33 % 30 % 26 % 23 % 22 % US Canada Japan Germany China Brazil UK Was too complicated to use Concern for privacy Setup did not work correctly Not visually appealing Data suggest that consumers using these devices most often face the most challenges. An increasing number of digital devices can be activated and controlled by gestures, touch, and voice. Yet, consumers prefer voice control more than any other type interaction with these devices. Given the relatively low price point for many voice-enabled digital assistants, companies leading the charge with AI-de- pendent devices and services may risk alienating consumers with products not ready for widespread usage. The net result may be delayed adoption or potential loss of customers to a more capable competitor. Increasing demand & deeper interactions with digital voice assistants expected FOR MORE INFORMATION on how Accenture can help your business with digital voice strategies or solutions, contact: KEVIN J. COLLINS Managing Director Webscale Services at Accenture [email protected] MARTIN STODDART Principle Director Webscale Services at Accenture [email protected] Voice recognition feature did not work properly CONSUMERS ARE READY for new types of interactions with digital devices beyond the touchscreen - especially voice control
Transcript of Talk to Me | Accenture€¦ · digital voice assistants. 4% OWN a standalone digital voice-enabled...
TALK TO ME
Ownership of STANDALONE DIGITAL VOICE ASSISTANTS Current ownership is limited to early adopters, though interest is growing
Use of digital voice assistants is consistent across age (except 55+); US OWNERS SHOW HIGHEST USAGE
Consumers show high usage for DIGITAL VOICE ASSISTANTS - 2 out of 3 use it on an ongoing or daily basis
PURCHASE INTENT Interest is increasing but there is a risk of adoption getting ahead of capability
Digital voice assistantsCAUSE FRUSTRATIONSmore often than other intelligent devices
NEW FINDINGS from the 2017 Accenture Digital Consumer Survey of nearly 26,000 consumers across the globe reveal increasing demand and deeper interactions with standalone digital voice assistants. 4% OWN a standalone digital voice-enabled assistant today, and 10% PLAN TO PURCHASE one within the next 12 months.
Consumer adoption of stand-alone digital voice-enabled assistant devices
Current ownership of standalone digital voice-enabled assistant devices by country, and purchase intent in the next 12 months. US, Brazil and China consumers show strong ownership and purchase intent for stand-alone digital voice-enabled assistants within the next 12 months.
use their stand-alone digital voice-enabled assistant on an on-going or daily basis
Purchase intent of stand-alone digital voice-enabled assistant devices by age. About 1 in 5 teens (14-17) plan to purchase a stand-alone digital voice-enabled assistant within the next 12 months.
4%10%
Current ownership
Purchaseintent next12 months
US
Brazil
China
UK
Germany
Japan
Canada
7% 20%
2%
20%
10%
18%6%
6%
5%
5%
4%
4%
3%
3%
2%
21%
6%
AGE COUNTRY
12%
69% 66% 66% 47% 80%
77%
72%
58%
54%
50%
48%
75% 72% 69% 68% 67% 51%
9%
14 - 17
14 - 17 US Brazil China Canada Japan UK Germany18 - 34 35 - 54 55+
18 - 34 35 - 54 55+
65%
65%
Monthly (1 - 2 times per month)
23% Weekly (1 - 2 times per week)
25% Daily (once or more)
40% Ongoing usage
Global average
Frequency of use (ongoing or daily) of digital voice assistant by AGE and COUNTRY
Consumers face challenges when first using intelligent devices – especially digital voice assistants. Voice recognition not working properly is the most common challenge for consumers.
Digital VoiceAssistant
SmartThermostat
WearableFitnessMonitor
HomeSurveillanceSystemWearableHealthDevice
Smartwatch
22% 17%
16% 16%
16% 14%
Voice recognition feature did not work properly
Was too complicated to use
Could not connect to the Internet
Setup did not work properly
Concern for privacy Did not have the features needed
Frustrations with digital voice assistants often VARY BY COUNTRY
34% 34% 33% 30% 26% 23% 22%US CanadaJapanGermanyChinaBrazil UK
Was too complicated
to use
Concern for privacy
Setup did not work correctly
Not visuallyappealing
Data suggest that consumers using these devices most often face the most challenges.
An increasing number of digital devices can be activated and controlled by gestures, touch, and voice. Yet, consumers prefer voice control more than any other type interaction with these devices.
Given the relatively low price point for many voice-enabled digital assistants, companies leading the charge with AI-de-pendent devices and services may risk alienating consumers with products not ready for widespread usage. The net result may be delayed adoption or potential loss of customers to a more capable competitor.
Increasing demand & deeper interactions with digital voice assistants expected
FOR MORE INFORMATION on how Accenture can help your business with digital voice strategies or solutions, contact:
KEVIN J. COLLINSManaging DirectorWebscale Services at [email protected]
MARTIN STODDARTPrinciple DirectorWebscale Services at [email protected]
Voice recognition feature did not work properly
CONSUMERS ARE READYfor new types of interactions with digital devices beyond the touchscreen - especially voice control
