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1、Consumer Intelligence Series: Prepare for the voice revolution1 Introduction Why now? General awareness of voice technology is high Younger consumers are driving adoption but not necessarily heavy usage How “mobile” are mobile voice assistants? Despite growing capabilities, basic tasks remain the no
2、rm How do voice assistants stack up? Trust remains a barrier for voice assistant shoppers Consumer Intelligence Series: Prepare for the voice revolution Consumers want control and ads so they dont interfere Voice assistants influence smart home purchases, and vice versa Overall satisfaction with voi
3、ce assistants is high but smartphones lag Some consumers see voice assistants as a privacy risk Usage will continue to increase but consistency must improve for wider adoption Next steps How “voice assistants” was defined for the respondents Contents 2Consumer Intelligence Series: Prepare for the vo
4、ice revolution Why now? Consumer awareness of voice devices and assistants, in terms of all the technology that exists and the capabilities that are already in place, is nascent. Yet, theres no denying that voice is the future. The technology will continue to drive and shift consumer behavior, and c
5、ompanies need to prepare and adjust accordingly. Search, advertising, content, and commerce are being impacted industrywide as consumers transform the way they interact with brands as the result of voice technology. Consumers are talking, and its a good idea to listen. Introduction How and why are v
6、oice assistants being used? What do consumers think of the technology, and what are the primary needs, current use cases, opportunities and concerns? We conducted extensive research to better understand consumer usage and perception of voice assistants. We know adoption is increasing, but voice assi
7、stants are still being used largely for basic tasks. Why is this? To successfully capitalize on the technology, organizations need to understand: The strengths and best use cases for voice assistants and enabling devices The accelerators or opportunities for voice to have massive growth Whats needed
8、 in order for consumers to trust this technology and use it with confidence Consumer concernsa lack of trust in the technology and a fear of losing privacy Methodology: During February 2018, PwC surveyed a nationally representative sample of 1,000 Americans between the ages of 18-64 who have access
9、to the internet via an online survey conducted by a leading global research firm. In March 2018, PwC also conducted two focus group sessions. 3Consumer Intelligence Series: Prepare for the voice revolution Younger consumers are driving adoption but not necessarily heavy usage Though the youngest con
10、sumers we surveyed (18-24-year olds) are adopting voice technology at a faster rate than their older counterparts, they are statistically more likely to use their voice assistants less. 25-49-year olds are using them most often and are statistically more likely to be considered “heavy” users. How “m
11、obile” are mobile voice assistants? Despite being accessible everywhere, three out of every four consumers (74%) are using their mobile voice assistants at home. The majority of focus group participants were quick to say that they prefer privacy when speaking to their voice assistant and that using
12、it in public “just looks weird.” This could explain why 18-24-year olds are using their voice assistants less, as this age group tends to spend more time outside the home. General awareness of voice technology is high Only 10% of surveyed respondents were not familiar with voice-enabled products and
13、 devices. Of the 90% who were, the majority have used a voice assistant (72%). Adoption is being driven by younger consumers, households with children, and households with an income of $100k. 4Consumer Intelligence Series: Prepare for the voice revolution Despite growing capabilities, basic tasks re
14、main the norm For now, the bulk of consumers have yet to graduate to more advanced activities like shopping or controlling other smart devices in the home. Males and younger consumers are more likely to experiment with newer, more advanced features, but even then, its at a minimum. Three factors inh
15、ibit voice technology experimentation: 1 Limited knowledge of the full breadth of capabilities “The biggest hurdle for me has been awareness, like understanding what Im able to do with these devices.” Female, 37 2 A lack of trust “The assistant cant answer my questions half the time but Im supposed
16、to trust it to help me with something involving money?” Female, 26 3 Hesitation due to complexity or price “There is a lack of information currently about what works with what, and what doesnt. And I fear spending hundreds of dollars on something that doesnt work with what I already have.” Male, 44
17、5Consumer Intelligence Series: Prepare for the voice revolution How do voice assistants stack up? Consumers see voice assistants as the smarter, faster, and easier way to perform everyday activities. Yet, for more serious situations involving money (shopping, refund on an airline ticket, etc.), cons
18、umers prefer what they already know and trustat least for now. 6Consumer Intelligence Series: Prepare for the voice revolution Trust remains a barrier for voice assistant shoppers “I would shop for simple things like dog food, toilet paper, pizza but can you order me a sweater? Thats too risky.” Fem
19、ale, 44 “This reminds me of when my daughter racked up almost $1,500 playing a mobile game. Can it get to a point where the device can confirm its me whos talking and not my 11-year-old whos going rogue? Or maybe you have to confirm the purchase by entering the last three digits of your credit card.
20、” Female, 38 A positive shopping experience can mean deeper loyalty, greater trust, and more money spent. On average, 80% of consumers who have shopped using their voice assistant are satisfied, and as a result: 39% shared their positive experiences with friends and family 39% shopped again with the
21、 same retailer 36% have a more favorable opinion of the retailer 24% spent more money with the retailer Yet, lack of trust is still palpable. One out of every four consumers would not consider shopping through their voice assistant now or in the future: 46% said “I dont trust my voice assistant to c
22、orrectly interpret and process my order” 45% said “I dont trust or feel comfortable sending payment through my voice assistant” Privacy is also a concern. For example, one focus group participant was adamant about the need for her voice assistant to be able to detect if she was alone prior to making
23、 recommendations based upon her past purchase history. There was also unease around others in the household (kids, spouses, etc.) having access to the voice assistant and being able to purchase things with a pre-authorized credit card: 50% of respondents have made a purchase using their voice assist
24、ant, and an additional 25% would consider doing so in the future. The majority of items purchased are small and quick and are things that someone could buy without necessarily having to see it physically (to determine quality, for example). 7Consumer Intelligence Series: Prepare for the voice revolu
25、tion Voice assistants influence smart home purchases, and vice versa When shopping for a smart home device or product, 89% of consumers said they were influenced by its compatibility with their voice assistant. The reverse is also true85% said a smart device(s) they owned influenced what kind of voi
26、ce assistant they used/ purchased. Consumers want control and ads so they dont interfere When forced to choose, 57% of consumers said they would rather watch an ad in the middle of a TV show than listen to an ad spoken by their voice assistant. To make advertising more enticing for the latter, consu
27、mers agree they would be open to listening to ads through their voice assistant if: They can say “skip” if they dont like an ad88% They are asked if they want to hear the ad before it plays82% Ads dont interrupt pre-identified events (e.g., listening to music)81% They get to choose the ad they liste
28、n to80% Ads are only played at pre-approved times (e.g., not during dinner)79% Ads are personalized by comments/questions they have spoken to their voice assistant previously73% Ads are seamlessly embedded into answers (e.g. ask for restaurant, answer with paying advertiser)71% They can interact wit
29、h the ad by speaking to it70% Ads are connected to “liked” brands on their social networks70% “If I want to try out a new coffee brand and an ad for it shows up on my social media account, fair enough. I was looking for it on the internet anyway. But if the voice assistant listens to everyday conver
30、sations I have with people in my life and then uses whats said to recommend things, thats just weird to me and I think it oversteps the boundaries of technology.” Female, 31 Where do you draw the line? For many consumers, uber- personalization can cross the line. Consumers were vocal about the need
31、to trust the assistant to fulfill simple tasks in order for them to be open to more “invasive” types of personalization and trust takes time. 8Consumer Intelligence Series: Prepare for the voice revolution Some consumers see voice assistants as a privacy risk 18% of the respondents who were familiar
32、 with voice technology have never used a voice assistantand half of those, (9%) have no interest in using one in the future. Overall satisfaction with voice assistants is high but smart- phones lag 93% of consumers are satisfied with their voice assistants; 50%, very satisfied. Voice assistants help
33、 people feel organized (50% agree), informed (45%), happy (37%), smart (35%), confident (31%), and free (30%). Yet, cracks begin to show when comparing satisfaction across devices. Voice assistants on smartphones have the lowest consumer satisfaction rate (38% very satisfied). These users expressed
34、frustration with an apparent lack of understanding, reliability, and accuracyand when compared directly to that of a standalone speaker, the differences are significant. Maturity is a factor here, as smartphones were among the earliest iterations of voice assistants years ago when the technology was
35、 still in its infancy. “If when I was dealing with more sensitive information like credit card numbers or payments it only responded to my voice, that would be one thing. But anybody could get on and access that information with or without the sound of my voice. Its unsafe.” Male, 29 9Consumer Intel
36、ligence Series: Prepare for the voice revolution Usage will continue to increase but consistency must improve for wider adoption The average consumer is using their voice assistant more than they were before, and will use it even more in the future. Differences can be seen, however, among the younge
37、st consumers we surveyed (18-24-year olds) and usage with smartphone voice assistants, with both groups exhibiting significantly less usage as time goes on. As voice assistants become more pervasive, they should aim to meet certain criteria with every task. At bare minimum, consumers expect their vo
38、ice assistants to: Be correct / accurate / consistent73% agree Understand the accent/diction every time someone speaks61% Save time59% Tell the difference between multiple voices57% Help make life easier55% 10Consumer Intelligence Series: Prepare for the voice revolution Next steps Prepare and optim
39、ize for voice success Customer relationships and perception of brands is expected to change as companies will have the opportunity to engage with their consumers on an individual level. Make voice a priority by driving and implementing a voice strategy. For example, create new voice-based business m
40、odels to balance diminishing traditional screen-based revenue streams. Or anticipate customer needs using big data and predictive analysis and then provide relevant, up-to-date information by making the information on your website voice-ready. Foster trust through consistency Consumers are hesitant
41、to try advanced capabilities with their voice assistants. A primary reason is an overall lack of trust in their devices to accurately understand and complete the most basic of asks. “If my voice assistant says I dont know the answer to that for every other question I ask, how can I expect it to help
42、 me plan and book my vacation, which is costing me a lot of money?” Work on perfecting the technology to allow for a seamless and reliable user experience. Prioritize education and diminish complexity Consumers are lazy. For example, most voice assistant owners havent created their own recipes using
43、 services like “if this, then that” (IFTTT). They have limited knowledge that includes boundaries marked by information thats readily accessible and easily understood. To guide consumers past “whats the weather?” and towards “buy this pair of pants,” companies must first build trust through proof of
44、 concept with smaller tasks and then educate around whats possible. “Say I were to buy a device today. I would hope that the company would email me, like, congratulations, you just got this device, with videos of everything I can do with it.” Male, 42 Ease into advertising The advertising landscape
45、on voice assistants is ripe with opportunity, but it needs to be cautiously approached by businesses. Theres a risk of losing customers due to invasive or annoying ads, so its essential for companies to seamlessly integrate their advertising in a way that doesnt disrupt the consumer experience. Look
46、 at advertising as an addition to or an extension of the content as opposed to something akin to a popup ad. Understand boundaries to mitigate privacy concerns “Increased personalization” was deemed the least impactful benefit of voice assistants, at 46% agreement. We know that consumers value perso
47、nalization and services that make life easier, but there is a fine line between being “cool” or “helpful” and being “creepy.” The key is to use personal consumer data in a secure and transparent way to create personalized experiences that the consumer wants and has asked for. Consumers are not yet c
48、omfortable with the voice assistant being autonomous. Be patient Voice assistants are seen positively by consumers, and when compared to everyday devices and activities, they are viewed as being smarter, easier, and faster. They are not always preferred, however. As with any new technology, it takes
49、 consumers time to adjust. Once there is a solid foundation of trust and reliability, voice assistants are primed to wholly transform lives everywhere. 11Consumer Intelligence Series: Prepare for the voice revolution It begins with awareness, continues with experience, and ends with trust. To lay the groundwork, consumers must first understand the capabilities and value proposition of voice devices and assistants. Next, voice capabilities should continue to evolve to the point where they are accurate and successfully meet their consume