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Adobe Digital Insights - Q2 Voice Report 2019

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Frequent voice usage remains consistent as voice assistants further integrate themselves into our daily lives, despite a slow-down in ownership. Combining this regular usage with consumers feelings toward ads on voice enabled devices show that voice ads are becoming an effective way for marketers to reach new audiences.

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Adobe Digital Insights - Q2 Voice Report 2019

  1. 1. State ofVoice: Key Findings VOICE ASSISTANTS | May 2019 • Smart speaker ownership begins to slow, but frequent usage remains consistent • Advertising on voice assistants is becoming a credible alternative to advertising through other formats, with consumers perceiving voice ads as more engaging and less intrusive than other forms of advertising • Shopping via voice is showing more potential, with users most frequently purchasing regularly used household goods • Voice control is a factor in purchasing items likeTVs, cars, smartphones, and speakers • Celebrity voices emerge by popular request
  2. 2. Smart Speaker Ownership VOICE ASSISTANTS | May 2019 • Smart speaker ownership has begun to slow, having dropped 44% since January 2019 to June 2019 • However, daily usage has remained steady, with 73% of consumers reporting using their smart speaker daily
  3. 3. Advertising on Smart Speakers VOICE ASSISTANTS | May 2019 • 1 in 4 smart speaker owners have heard an ad on a smart speaker.Of these, ads are most frequently heard while the user is listening to music or podcasts (20%), searching online (11%), or checking the news (9%).
  4. 4. • 43% of smart speaker owners find ads on smart speakers to be less intrusive than ads on other formats (TV, print, online, social). 26% disagree, while the rest feel neutral. • 42% find the ads to be more engaging (25% disagree) • Ads on smart speakers are increasingly being perceived as less intrusive and more engaging Ads on Smart Speakers vs. Other Formats VOICE ASSISTANTS | May 2019
  5. 5. • Music, weather, and fun questions continue to top the list of most frequent use cases, although these activities haven’t seen significant growth over the past 10 months • While “emerging use cases” (game play, food delivery) have stalled, those who participate in these activities are highly engaged.Of those who use voice assistants for checking/managing finances, 52% do so at least daily (40% for food delivery/takeout, 58% for gaming). Use Cases forVoice Assistants VOICE ASSISTANTS | May 2019
  6. 6. • While shopping on smart speakers makes up a small share of smart speaker usage (20%), consumers show interest in using voice to purchase regularly used household items. • 42% of smart speaker owners believe voice shopping is easier than using a computer (29% disagree) Shopping on Smart Speakers VOICE ASSISTANTS | May 2019
  7. 7. Shopping Categories on Smart Speakers VOICE ASSISTANTS | May 2019 • Household goods purchased regularly (groceries, cleaning supplies) top the list of items consumers would feel comfortable buying through their voice assistant
  8. 8. Voice Control Interest inVarious Products VOICE ASSISTANTS | May 2019 • When purchasing aTV, 25% of consumers consider voice control an important factor in their purchase decision (30% say the same for music speakers, 31% for cars) • 28% of smartphone users consider the voice assistant in their smartphone to be an indispensable feature, with 44% using this feature at least daily
  9. 9. CelebrityVoice Assistants VOICE ASSISTANTS | May 2019 • Being able to select a celebrity voice as a voice assistant is a feature 1 in 3 people would like to have • Younger generations were more likely to preferThe Rock, while older generations preferred GeorgeClooney
  10. 10. METHODOLOGY AND GLOSSARY VOICE ASSISTANTS | May 2019 • Between May 15th-22nd, 2019, 1,025 U.S. adults 18 or older completed a web survey about their use of voice assistants.All consumers were required to own at least one digital device (such as a smart phone or tablet). • Smart speakers: speakers enabled with voice assistant technologies, like Amazon Alexa, Google Home, or Apple HomePod Visit our website: adobe.ly/AdobeInsights Sign up for email alerts: http://www.cmo.com/ Follow us: @adobeinsights