Tag Archives: Google Assistant

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.

 

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Filed under Devices, Market Research, Smart speakers, Smartphones, Tablets, TUP 2018, TUPdate

Voice Assistants-Does Age Matter? (MetaFAQs)

Age by Recency of Voice Assistant Use

Age matters when it comes to Voice Assistant use, and it’s overly simplistic to say that they’re mostly being used by younger adults. Yes, there’s a strong age difference between active Voice Assistant users, former users, and those who’ve never even given one a try. And yes, otherwise-connected adults that have never used a Voice Assistant are older than active users by a decade. The average age of a Connected Adult who has never used a Voice Assistant is 51.7 years. By comparison, the average age for active Voice Assistant users, those who’ve used one at least once within the last 90 days, is 41.6 years.

However, in this time of experimentation and users finding their own voices, younger adults are disproportionately former Voice Assistant users. They used a Voice Assistant within the last year and haven’t used one since.

This is based on results from the MetaFacts Voice User Profile (VUP) survey conducted in February 2018. The results report on active usage, which is a practical measure to contrast with the promised potential of what Voice Assistants may or may not be able to do.

Our TUP 2017 results show a similar pattern – the novelty effect. Older Millennials have the highest active Voice Assistant usage rates. This group of 28-36 year-olds also shows the steepest dropoff between recent and less-recent use. This novelty effect is also prevalent among younger millennials (age 18-27) as their usage rate drops.

Voice Assistant Usage Recency by Age

Observations

As a long-time tech analyst, I’ve seen many technologies go through fits and starts as they either reach broader adoption or settle back into their niches. Apple’s Macs had PlainTalk 25 years ago, yet the voice recognition and speech synthesis system never reached widespread regular use. Still, the earliest adopters found ways to use these early Voice Assistants, such as dictation. Apple’s Siri arguably brought usable Voice Assistants into handy use for a much broader audience. The most-recent entries from Amazon and Microsoft to Google have brought a lot of heat and light to the category, although it’s still too early to declare Voice Assistants as be mainstream. There are many challenges ahead for makers of Voice Assistant systems and listening devices. It’s hard enough to encourage users to experiment with a Voice Assistant. It’s even harder to get users to continue using a technology after the novelty wears off. Many who have tried have given up, disappointed or daunted that their Voice Assistant hasn’t lived up their, er, its words.

Related research results

The MetaFacts Voice User Profile includes other related analysis, including:

  • The subjects Voice Assistant users ask about: weather, scheduling, music, entertainment, home automation, and more
  • Which Voice Assistant systems are being actively used, on which platforms, and which segments they are attracting
  • Which listening devices are being actively used – from Smart Speakers to Smartphones and Headsets
  • Where Voice Assistant users will – and won’t – do their talking: in restaurants, driving, while walking, and many other locations and settings
  • How well – or poorly – users experience their Voice Assistants, and how performance metrics vary by system and listening device
  • Reasons given why consumers have never used a Voice Assistant, as well as why former users aren’t currently active users

Source

The information in this MetaFAQ is based on a survey of 7,410 online adults in mid-2017 as part of the MetaFacts Technology User Profile (TUP) study and 525 online adults during February 2018 as part of the MetaFacts Voice User Profile (VUP) study. The TUP and VUP study universes included a representative sample of online adults, with active Voice Assistant users, former Voice Assistant users, as well as consumers who have never used a Voice Assistant. Current TUP subscribers can obtain the results of this newest research at a discount. For more information about MetaFacts and subscribing to VUP or TUP, please contact MetaFacts.

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Voice Assistants-What Users Ask About (MetaFAQs)

As the saying goes, many talk about the weather, yet few do anything about it. Our research doesn’t show if people expect Alexa to have any skills to do anything about the weather. However, it is the main subject users speak with Alexa about. That’s followed by requests about music.

MetaFacts VUP-Voice User Profile-Subjects by System

Meanwhile, web searches are the major subject users speak with their Voice Assistants about. This subject is dominated by Google Assistant, and closely seconded by Microsoft Cortana.

Alexa is ranked #1 in the breadth of subjects actively used, and is primarily used for weather, music, and entertainment. Unsurprisingly, perhaps, Alexa is more-favored for shopping than other systems. What may be surprising is that shopping isn’t Alexa’s top helpful task. Since most connected shopping today is visual, most involves the use of a larger screen device such as a PC or Tablet.

Google Assistant is ranked 2nd for breadth of subjects, mostly utilized for web searches, navigation, and music.

3rd-ranked Apple Siri is used primarily for web searches, weather, and navigation, and is uniquely strong in messaging.

4th-ranked Microsoft Cortana is similarly used for web searches, weather, and music. Like Alexa, it’s slightly stronger than average for scheduling.

This is based on the MetaFacts Voice User Profile survey conducted in February 2018. This subset of the results report on active usage, which is a practical measure to contrast with the potential of what Voice Assistants may or may be able to do.

Observations

The market for Voice Assistants is in a time of flux and rapid development, as each Voice Assistant system touts the breadth of its skills, richness of their vocabulary, accuracy, humor, or other capabilities. Meanwhile, users are experimenting, with some former users having been discouraged by unmet expectations and others only at the start of their adoption.

Related research results

The MetaFacts Voice User Profile includes other related analysis, including:

  • The subjects Voice Assistant users ask about: weather, scheduling, music, entertainment, home automation, and more
  • Which Voice Assistant systems are being actively used, on which platforms, and which segments they are attracting
  •  Which listening devices are being actively used – from Smart Speakers to Smartphones and Headsets
  • Where Voice Assistant users will – and won’t – do their talking: in restaurants, driving, while walking, and many other locations and settings
  • How well – or poorly – users experience their Voice Assistants, and how performance metrics vary by system and listening device
  • How many adults are active Voice Assistant users, how many are former users, and how many have never tried one
  • Reasons given why consumers have never used a Voice Assistant, as well as why former users aren’t currently active users

Source

The information in this MetaFAQ is based on a survey of 525 online adults during February 2018 as part of the MetaFacts Voice User Profile (VUP). The study universe includes active Voice Assistant users, former Voice Assistant users, as well as consumers who have never used a Voice Assistant. Current TUP (Technology User Profile) subscribers can obtain the results of this newest research at a discount. For more information about MetaFacts and subscribing to TUP, please contact MetaFacts.

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Filed under Consumer research, Information and Search, Market Research, MetaFAQs, Personal and Productivity, Shopping, Voice Assistant

Voice Assistants – now we’re talking! (TUPdate)

Voice Assistants, now we’re talking! – a TUPdate by Dan Ness, January 27, 2017

In the early 1980’s, one of my Apple Macs overheard me on a phone call and startled me by speaking “Wouldn’t you like to know?”. The Mac’s dialog box suggested I had asked “Macintosh, do you have an Easter Egg?” Evidently, I had triggered one of those hidden messages some programmers like to include for fun. That was quite a bit earlier than today’s quirky responses after asking Apple Siri certain questions such as “What does the fox say?” or asking Amazon Alexa “how much is that doggie in the window?”

Beyond answering quirky questions, voice assistants are expected to grow in capabilities and more importantly, to grow in broader market acceptance.

Voice interaction with tech devices is back in vogue again, and technology users are different than they were 20 years ago. At CES 2017, voice assistants got a lot of attention, especially with the many IoT devices announced that used Amazon’s voice assistant Alexa.

How many voice assistant early adopters are there?metafacts-voice-assistant-usage-rates-2017-01-27_15-28-45
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Filed under Consumer research, Forward-Leaning, Operating systems, Smartphones, Tablets, TUP 2016, TUPdate