The 20,000 Foot View: Despite being far from the mainstream at X% penetration, voice control activity has established itself firmly in certain pockets of the digital entertainment landscape, be it among X in terms of entertainment or among X users within social media. While X remain the main devices for voice technology, smart speakers (and their future iterations) will seek to challenge the in-home attention share in the mid-to-long term.

Key Findings

  • In Q1 2018, X% of consumers used voice command on their phones or speakers
  • Penetration rates for X ownership grew from X% to X% between Q1 2018 and Q3 2018
  • X significantly over index for voice usage at X% compared to the X% consumer average
  • Out of all social media platforms, X has the most concentrated user base of voice users (X%)
  • X and X consumers show similar adoption rates of voice (X% and X% respectively) and follow nearly the same prioritisation of use cases
  • Except for X, X dominates the voice speaker market share in all territories
  • At X%, X has the highest voice speaker penetration rate in X
  • X countries are a more challenging environment for voice speaker adoption
  • X has the lowest voice speaker penetration rates among the tech majors, but is likely to benefit from X due to X of its user base
  • X has the oldest user base, while X has the youngest user base
  • X remains the main device for voice usage
  • In the mid-long term, X will challenge Xs attention share in the home

Companies and brands mentioned in this report:  Amazon Echo, Android, Apple Home Pod, Facebook, Google Home, Instagram, iOS, iPhone, Snapchat, Twitter

Charts: 5
Pages: 13
Words: 2596

Includes Synopsis, PDF, Slides and Dataset