Voice-enabled Use Cases

Amazon Alexa has changed the game. As additional voice platforms like Siri and Google Assistant shift their models to the connected home industry, consumers now have the opportunity to connect with the digital world in a more seamless way than ever before. This 360 Deep Dive assesses the current market for voice-enabled technologies including consumer access to content access, e-commerce, and digital living, and identifies the market opportunities for stakeholders in the connected home industry.

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Executive Summary

Industry Insight

Key Findings and Impact

Adoption of Personal Assistant Devices and Applications

Use of Personal Assistant Apps (2016 - 2017)

Smart Speakers with Personal Assistant Ownership (2016 - 2017)

Average Number of Device Owned Per Owning Household (2016 - 2017)

Smart Speaker with Personal Assistant Ownership (2017)

Smart Speaker with Personal Assistant: Brand Owned by Age (Q3/17)

Smart Speaker with Personal Assistant: Brand Owned by Household Income (Q3/17)

Smart Speaker with Personal Assistant: Brand Owned by Technology Adoption Segment (Q3/17)

Smart Speaker with Personal Assistant: Brand Owned by Children at Home (Q3/17)

Smart Speaker with Personal Assistant: Brand Owned by Smartphone OS (Q3/17)

Smart Speaker with Personal Assistant: Purchase Location/Channel (Q3/17)

Voice-enabled Device Purchase Intention (Q3/17)

High Purchase Intentions for Voice-Enabled Devices (Q3/17)

Device Usage

Average Number of Months Owning Smart Speaker (2016 - 2017)

Frequency of Using a Smart Speaker with Personal Assistant (Q3/17)

Frequency of Using Personal Assistant Apps (Q3/17)

Change in Use Frequency by Length of Having a Smart Speaker (Q3/17)

New Skills Added to Amazon Smart Speakers Since Initial Setup (Q3/17)

Smart Speaker with Personal Assistant: Rooms Where Device is Used (Q3/17)

Voice-enabled Use Cases

Personal Assistant Device/ App Activities (Q3/17)

Activities Performed with a Personal Assistant Device or App (Q3/17)

Activities Performed with a Personal Assistant Device by Brand Owned (Q3/17)

Most Desired Devices/Services to be Controlled by Personal Assistant Device/Apps (Q3/17)

Most Desired Devices/Services to be Controlled by Personal Assistant Device/Apps & Smart Home Device Ownership (Q3/17)

Entertainment Functions: Most Desired Function to Perform Using Voice Control (Q3/17)

Likelihood of Buying Good/Service Types Using a Voice-enabled Assistant Device/App (Q3/17)

Likelihood of Buying Good/Service Types Using Amazon and Google Home (Q3/17)

Likelihood of Buying Good/Service Types by Amazon Prime Subscription (Q3/17)

Reasons for Being Unlikely to Shop Using a Voice-Enabled Assistant Device/App (Q3/17)

Voice Satisfaction

High Satisfaction with Personal Digital Assistant Devices & Apps (Q3/17)

Personal Assistant Devices & Apps: High Satisfaction Among Monthly Users (Q3/17)

Smart Speakers with Personal Assistant: High Satisfaction by Length of Ownership (Q3/17)

Publish Date: 2Q 2018

Slides: 51

Authored By:
Dina Abdelrazik - Contributing Analyst
David Mitchel - Research Analyst
Katherine Li - Data Analyst
Yilan Jiang - Senior Director of Consumer Analytics

Published by Parks Associates
© April 2018 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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