Smart speakers more talk than action? Voice assistants across platforms [TUPdate]

Convenience is the surest bet to reach technology consumers. When it comes to voice assistants, it’s important that convenience be handy. It shouldn’t be surprising that consumers first choose what’s familiar and close to hand. More are actively speaking to devices they’ve already had before using smart speakers.

Among American adults, five times as many use a Smartphone than a smart speaker to access a voice assistant. This is based on results from the most recent wave of TUP (Technology User Profile). Nearly half, 46%, of online adults in the US used a Smartphone to access a voice assistant such as Apple Siri. One in five, 20%, used a Tablet. Smart speakers, such as an Amazon Echo or Dot were only being used by one in eleven, 9%, of online US adults.

Among those using a Smartphone to reach their voice assistant, the median household spending for technology devices and services for the full prior year of 2017 is $4,500. By comparison, those using a tablet to reach their voice assistant average $6,750, and those using a smart speaker average $6,560.

At first glance, it may seem compelling that smart speaker users are much bigger spenders. Their median spending for home technology devices and services is double the average online adult. However, tablets are more compelling. Those who use tablets to reach their voice assistants spend a bit more than smart speaker users, at $6,750. More importantly, they are more numerous. In fact, there are more than twice as many, with tablet voice assistant users making up 20% of online adults.

Looking at total spending, Smartphone voice assistant users are putting their money where their mouth is. Although their average spending on technology devices and services is lower than tablet or speaker voice assistant users, there are so many more of them their total spending is higher.

Looking ahead

Consumers are still experimenting with voice assistants, regardless of device. Although smart speakers are getting a lot of attention, it’s worth keeping an eye, and ear, on tablets and smartphones. After all, money talks.

About this TUPdate

This TUPdate includes a complimentary brief summary of recent MetaFacts TUP (Technology User Profile) research results. These results are based on results of the MetaFacts Technology User Profile 2018 survey, its 36th consecutive wave. Similar results are available through TUP fielded in Europe and Asia. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

Resources

Current TUP subscribers may request the supporting TUP information used for this analysis or for even deeper analysis.

 

Every Step You Take – Smartphone Step-Trackers (TUPdate)

Every Step You Take – Smartphone Step-Trackers – a TUPdate by Dan Ness, March 24, 2017

Baby steps count, as long as they’re in the right direction.  Digital health promises positive outcomes for a wide range of people. However, like gym memberships and home treadmills, they don’t do much unless people use them. A first step for many is to use what’s handy. Most Smartphones can track a user’s steps, and many are being used for that purpose, although use isn’t as widespread as Fitness Trackers or Smartwatches.

Phone Home or Walk Home?

Using one’s Smartphone to track steps is a regular activity for 25 million, or 1 in 9, US adults. There are other ways to track one’s health. Electronics activity trackers, such as the FitBit, are being actively used by 39.6 million, or 18% of US adults.
Continue reading “Every Step You Take – Smartphone Step-Trackers (TUPdate)”

Inexorable Device Trends – Beyond the Niche, Fad, and Fizzle

Inexorable Device Trends – Beyond the Niche, Fad, and Fizzle – a TUPdate by Dan Ness, March 10, 2017

It can be exciting to see the hockey-stick charts, with everything up and to the right. It’s important to put the numbers into context, though, through a more grounded analysis of the active installed base. Yes, Apple’s long-climb into broader use of their triumvirate is substantial, Smartphones are quickly replacing basic cell phones, and PCs and Printers persist. Their market size confirms their importance.

We humans are wired to notice change. Our very eyes send more information about motion than background. While life-saving should tigers head our way, this capability can be our undoing if we miss gradual changes, like the slithering snake in the grass creeping towards us. Watching an installed base of technology has some parallels. For some, it can seem as if nothing is really changing even while important shifts are taking place.

For over 35 years, I have tracked technology usage trends and profiles, all calibrated by watching customers through surveys such as our Metafacts Technology User Profile. Among other truisms, I’ve seen that true technology trends aren’t sudden. Solid trends are the summation of the habits, preferences, and activities of millions of technology users. They’re inescapable, inexorable, and years in the making. Trends become truly important when they’ve spread beyond being a niche, fad, or fizzle, and reached beyond those first few early adopters.

In this analysis, I’m diving into several key broad dominant trends in technology device usage across American adults. In separate analyses, I’ll drill deeper into the next level of TUP data, revealing which market segments are making the most decisive changes. Continue reading “Inexorable Device Trends – Beyond the Niche, Fad, and Fizzle”