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Want to know more about the context in which voice assistants are used? We have compiled the key facts and figures of existing studies in this quick primer.
Smartphones and cars drive volumes but at-home smart speakers drive engagement and cars top the numbers of monthly users. This is somewhat logical when considering that: – most smartphones and car natively embed voice assistants– the penetration of smartphones and car among the population is very high– smartphones are following their owner everywhere– Americans spend in average 54 minutes in their car every day – voice was available in cars as early as 2004, 10 years before the first smart speakerHowever, at home users are much more engaged with smart speakers: these are way in the lead when it comes to the proportion of daily use.
use cases vary depending on the context
contexts, different ecosystems
home, some locations are preferred for smart speakers
44% in the living room 38% in the bedroom 33% in the kitchen
The car is a complex context for voice interactions
The specifics of driving impact the conversation paths and content :Safety comes first, conversation second: at anytime the user might need to quit the conversation and will come back to it later.The need for offline use is likely (e.g. in an underground garage, a remote area…)The physical environment is challenging for voice recognition because of cabin noise and microphone positioningSome use cases are car-specific (e.g. cabin controls, questions about the surroundings)
The multi-layered in-car ecosystem pushes for cross-assistants conversations capabilities
76% of drivers are interested in having their in-home voice service in their next vehicle becauseThere is no learning curve for the user (66%)There is no learning curve for the voice assistant (57%)They want seamless experience (49%)Tesla registers the worst conversion rate (50%) from trial to monthly use of voice in car because it does not support Apple CarPlay and Android Auto
Car capabilities: an increasingly high stake for car makers 59% of drivers are more likely to buy from a specific car manufacturer if their in-home voice service is available in their car 74% among Gen Y 79% among Gen Z
Source: DashbotVoice Bookmarks
Amazon Alexa has had the ability to support good causes for quite some time already. Through voice you can donate to over a 100 charities.
Google just opened up to the same ability on Google Assistant. While I believe this is a great way for good causes to open a low friction channel for collecting funds, I have my doubts on how well this channel works.
I think there is room to create highly produced campaign voice applications at, as it’s currently still easy to be remarkable/stand out and therefore gain attention for your cause. I doubt that there will be a lot of attention for charities that sign up for the service. Also I wonder how memorable the cause is when at some point donating to about any charity will be as easy as just changing a single word in your question. That’s great for the platform, but maybe not so much for the charity.
At least, I’d love to see if people value the frictionless way over donating through something that feels like it had a bit more attention. Donating isn’t just taking the money, people have an emotional connection with the cause they donate to. At least, that’s my assumption.
The longtime Hebrew female voice of navigation app Waze was surprised to learn her voice now doubles as Siri. While this, by itself, isn’t that newsworthy, I find it interesting that the voice actor has issues with how the voice is being used, especially since her voice is tightly connected to her personality. According to Apple “her voice on the Siri app is nothing but syllables joined together by an algorithm.” Good luck with that.
You can say all you want about the Germans, but they sure aren’t sloppy. The research below entailed 8000 people through an online questionnaire. The numbers are an indication of what a more mature Voice market might look like (and it looks pretty well). Interesting finding is that Google Assistant (46,3%) and Siri on the HomePod (42,3%) aren’t that far apart in reported usage.