Reports Media & Marketing

The Voice Market and Behaviour Trends Overview

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

Key Findings

  • In            2018,            consumers used voice command on            phones or speakers
  • Penetration rates            Amazon Echo ownership grew from                       between            2018 and            2018
  • Music subscribers            over index for voice usage                       compared to the            consumer average
  • Out of            social media platforms, Snapchat has            most concentrated user base of            users           
  • iOS and            consumers show similar adoption rates            voice            and            respectively) and follow            the same prioritisation of use           
  • Except for            Amazon Echo dominates the voice            market share in all territories
  • At            Google            has the highest voice speaker            rate in Brazil
  • Privacy concerned            are a more challenging environment            voice speaker adoption
  • Apple’s Home            has the lowest voice speaker            rates among the tech majors,            is likely to benefit from            average revenue per user (ARPU)            to higher spending habits of            user base
  • Amazon Echo            the oldest user base, while            has the youngest user base
  • Smartphone remains            main device for voice usage
  • In the            term, smart speakers will challenge            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