Voice Commands: Current State 2018
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A study conducted by Social Lens Research in collaboration with Mocospace and Response:AI analyzed current voice command usage among diverse smartphone users. It revealed that while many users have tried voice commands, only 33% incorporate them into daily routines, citing barriers such as privacy concerns and device accuracy issues. Recommendations emphasize the importance of optimizing voice experiences for entertainment, media, and local businesses to capture emerging opportunities in this evolving technology.
![25%
Smart
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Smart
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24%
Voice command accuracy issues exist
across devices. Smart speakers out
performed other devices. Hispanics and
older voice users had significantly more
accuracy issues.
Q: I am not using voice commands as often as I could because __________
Q: When I use voice commands on [DEVICE] , the device understands me __________ % of the time.
Index= Adjusted to the range of 0-100%, where 100% is possible maximum (e.g. all respondents were always successful with understandability of voice commands)
Voice Commands Issues
works only 50% of the time or less
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31%
Smart
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25%24%
Smart
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Game
Console
28%
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24%18%
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Voice Commands: Current State 2018
- 1. Voice Commands: CURRENT STATE |October 2018 Strategic Implications
- 2. 2 Social Lens Research teamed with MocoSpace and Response:AI to conduct an in-depth analysis of current voice command usage. Social Lens Research developed the overall research approach, analytical plan, and strategic implications. Mocospace provided access to their community of digitally savvy, diverse, and mobile dominate users. response:AI offered advance analytics, in-depth user profiles and detailed report generation using their AI powered research and data platform. TOP AREA OF INQUIRES: ● Voice command usage by activity and location ● Typical devices for voice command usage / functionality (quality) on these devices ● Adoption barriers ● Willingness to listen to audio ads & preferences about ads ● Create subgroups profiles in detail (based on experience with voice commands) Introduction
- 3. ¹ Census.gov, ² Pew Mobile Fact Sheet 2018, ³Pew Online Usage 2018, ⁴ Nielsen National TV panel 2017, ⁵ Pew Broadband Study 2018 US Adults Sample Ethnicities: Non Hispanic White Hispanic AA 61%¹ 18%¹ 13%¹ 44% 20% 29% 3 US Adults Sample Smartphone Ownership 77%² 93% Connectivity % Go Online Daily 77%³ 98% Own Smart TV 29%⁴ 34% Internet Service 65%⁵ 59% Mobile Only 20%⁵ 38% Demographics Tech profile The study was fielded amongst the MocoSpace community who are more likely to be diverse, mobile dominant, and connect daily than the general population. Fielded: August 2018 Final sample size: 999 respondents Research instrument: Online survey fielded on MocoSpace Incentive: None Methodology
- 4. Most users have tried voice commands, but only 33% have made voice actions part of their daily routine. 4 22% 15% 33% Used a few a times/once Use occasionally Use close to daily 70%Have used voice commands ever Q: I have used voice commands __________
- 5. 36% Privacy concerns, poor experiences with voice commands, and know-how gaps are limiting voice adoption amongst current users. Privacy concerns 55% Q. I DON'T use voice commands at all/ often because __________ Top Reasons Users Don’t Use Voice Commands More Often 5 1 2 3 Accuracy/Doesn’t work well Not sure how to use on certain devices 16%
- 6. 25% Smart phone Smart TV 24% Voice command accuracy issues exist across devices. Smart speakers out performed other devices. Hispanics and older voice users had significantly more accuracy issues. Q: I am not using voice commands as often as I could because __________ Q: When I use voice commands on [DEVICE] , the device understands me __________ % of the time. Index= Adjusted to the range of 0-100%, where 100% is possible maximum (e.g. all respondents were always successful with understandability of voice commands) Voice Commands Issues works only 50% of the time or less 6 31% Smart phone 25%24% Smart Speakers Game Console 28% Smart TV 24%18% Laptop Tablet
- 7. 91% of voice command usage is on smartphones. Low ownership of emerging smart devices have partly hindered voice usage. Power users over index on smart device ownerships. Smart TV Smart Speaker Smart Home Smart Watch 47% * Internet of Things (IoT) are devices connected to the internet. Q: I own the following _____________ (select all that apply) Q: I use voice commands on my (insert device) ________________ 32% 7 Smart Device Ownership 91% Voice command usage is on smartphones Power Users = Close to daily Laggard Users =Tried once/Never used 29% 8% 17% 9% 18% 3% Smartphones 95% 93% Emerging device ownership gap is likely contributing to low adoption
- 8. Daily At least weekly 37% 73% 100% At least monthly 8 Optimizing for voice on mobile is important. Close to half of smartphone owners use voice commands. Up to 73% of smartphone users use voice at least weekly. * Internet of Things (IoT) are devices connected to the internet. Q: I use voice commands on my (insert device) ________________ Q: I have used voice commands ______ 47% Smartphone owners use voice commands
- 9. Get directions Make phone calls Listen to music Find a nearby store Find a movie/video to watch Hear weather report Get store hours Get news 63% 60% 56% 40% 36% 34% 32% 29% Most Common Uses 9 Important for Entertainment, Media & Local Businesses Entertainment, media and local businesses are the most likely to lose out if they don’t optimize for voice search now. Q: "I use voice commands to ____________ (select all that apply)"
- 10. Find a new product Control smart home Get a recipe Control TV Contact customer service/get help Get a review for product or service Price compare Find a coupon/deal Purchase a new product Repurchase a product 10 Activities requiring more complex voice experiences are less common. More advanced voice-first applications would likely increase usage. 25% 25% 24% 23% 19% 17% 16% 14% 10% 8% Require more complex voice experiences Less Common Uses Q: "I use voice commands to ____________ (select all that apply)" Do Activity Top Three 7% 12% 6% 9% 6% 4% 3% 3% 1% 1%
- 11. At home In my car Walking around At work In a store/mall At a party/other persons house At a restaurant/cafe At school 75% 60% 55% 49% 34% 34% 28% 22% Well suited to IoT Devices 11 Opportunities exist for more voice-first experiences at home, in the car, at work and at school given the high usage in the those locations and natural fit. * Internet of Things (IoT) are devices connected to the internet. Q: I use voice commands ______ Voice Commands Usage by Location
- 12. 12 Some willingness to listen to audio ads exist amongst voice command users. Personalized, entertaining, free content and offers would increase receptivity to ads. What would increase your audio ad attention? 43%Some willingness to hear audio ads Personalized 48% Funny/Entertaining 46% Free Content (movie, game, etc.) 45% Timely offer/deal 25% Q: I'm _______ Q: "I would pay more attention to ads that are _____ (select all that apply)"
- 13. Demographics ● Almost 2X more likely to be female ● 62% are parents ● 51% are multicultural 13 ● Close to 3X more likely to own a smartspeaker ● 47% own a smart TV ● 66% go online at least hourly ● More likely use voice across locations (96% at home, 81% in car, 82% at work) ● 42% use voice to find a movie ● 45% use voice to find a store Power users tend to be educated, diverse moms who are constantly online and own multiple devices. They are more likely to use voice in more places and for more reasons. Tech profile Use Cases Q: "My gender is ______________ (select one)" Q: "I am ___________ (select all that apply)" Q: "I have _____ child/children (select one)"" Q: "I own the following _____________(select all that apply)" Q: "I go online ______(select one)" Q: I use voice commands ______ Q: "I use voice commands to ____________ (select all that apply)"
- 14. More than half of power users are multicultural. Multicultural audiences have distinct voice command usage and experiences (accuracy issues, devices used, higher willingness to listen to audio ads). Q: "I am ___________ (select all that apply)" Q: I am not using voice commands as often as I could because __________ 14 Hispanics ● Lead on the use of voice for Smart TV (+19% points). ● Face higher rates of voice experience issues. Issues are limiting the use of voice (+10% points). African Americans ● More likely to use voice for game console (+6% points). ● Heaviest user of voice across locations (at home, walking around, etc.). ● Most open to listening to audio ads. 58%Multicultural Non Hispanic White 42% African Americans 32% Hispanics 19% Other 7%
- 15. Key Takeaways ● Most users have tried voice commands, yet only about 33% have made it part of their daily routine. ● Although voice actions are still in the early days, voice commands are a critical part of the mobile experience. Designing a mobile voice experience is important now. ● Entertainment, media and local businesses are the most likely to lose out if they don’t optimize for voice search and create compelling voice experiences in the short-term. ● Poor voice experiences, narrow use cases, privacy concerns, and limited IoT device ownership are limiting voice adoption. Fixes to these issues are likely to accelerate the usage of voice commands. ● Given existing high usage and natural fit, opportunities exist for voice-first IoT devices at home, in the car, at work and at school. ● Multicultural moms who are constantly online are the current power users of voice. They are more likely to use voice commands for more activities, across devices and in different locations. Voice experiences that are consistent across devices will likely be important to meet their needs. ● Different audiences will require distinct voice experiences that take into considerations device preferences, locations, and use cases. 15
- 16. Key Takeaways 16 “Focusing on voice-first experiences is important now. Significant opportunities exist to capture attention and market share with easier to use, robust and higher quality voice experiences. Failure to have a voice strategy will be a major competitive issue within the next five years.” Julie Diaz-Asper, Founding Partner, Social Lens Research “Voice commands are on the cusp of being a primary way to interact with all electronics/appliances, search the internet and conduct e/m-commerce. It's important for brands to find their voice-related engagement use cases.” Tom Dorf, Vice President, MocoSpace “While voice command usage has not yet become mainstream, multicultural women are leading the way in early adoption of this new technology.” Ali Mirza, National Account Executive, response:AI.
- 17. 17 Request a copy of the detailed report or a custom briefing here. Contact: Julie Diaz-Asper Founding Partner Social Lens Research Julieda@sociallensresearch.com