SUMO-语音助手购物的现状与未来（英文）-2019.7-9页.pdf

The Current State and Future of Voice-Assisted Shopping2019 Voice Commerce SurveyA SUMO Heavy WhitepaperS U M O H E AVY.CO MA SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingTo learn more,we conducted an in-depth survey to learn about how the average consumer views voice assistants and what the future of voice shopping is as a result.Sample Size:1,046 respondentsSurvey Period:April 2019Demographics:U.S.consumers aged 18 and over 53%women,47%menSurvey GoalsTo understand the average consumers view of voice assistants and to assess the state of voice shopping and its potential as a platform for brands and retailers.IntroductionIn recent years,smart technology has been on the rise.Voice assistants,in particular,have been at the forefront of that movement.But despite their many capabilities,the technology remains largely untapped,though people are becoming more familiar with the concept.While most consumers dont own or even interact with voice-activated smart speakers on a regular basis,they already have access to voice assistants through their smartphones,as most mobile devices come with the technology pre-installed.The people who do engage with voice assistants on a regular basis view them as a means to accomplish simple tasks,like checking the weather or playing music.But as voice recognition and natural language processing technology evolves,voice assistants will be capable of so much more.For consumers,interacting with voice assistants is a way to save time.For brands and retailers,voice assistants are new channels for marketing and selling products.A SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingMany of the major technology companies like Google,Apple and Amazon have developed their own voice assistants.As a result,consumers are becoming more familiar with the concept of a voice assistant,though adoption is still in the early stage.Those who do use the technology often do so on a regular basis,which suggests that once voice assistants go mainstream,interacting with them will become a routine for many consumers.01/Voice Assistant Adoption&FrequencyDaily16%Weekly13%Monthly6%Rarely19%Never 46%Voice Assistant Use FrequencyWhile 65%of respondents say they never or rarely use voice assistants like Siri,Google Assistant or Alexa,nearly a third(29%)use voice assistants regularly.A SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingAdditionally,iPhone owners are more likely to use voice assistants compared to Android users.In fact,the majority of Android users have never used a voice assistant before.Voice Assistant Usage by Mobile OSiOSAndroidDaily21%16%7%24%32%14%10%4%17%55%WeeklyMonthlyRarelyNever01/Voice Assistant Adoption&FrequencyA SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted Shopping78%of Americans own smartphones,according to a report from WalkerSands Communication.While these mobile devices were initially used for making calls or chatting with friends and family,they have become a regular source of entertainment and engagement for consumers across the United States and worldwide.Considering most mobile operating systems have dedicated voice assistants integrated into the user experience,smartphones are also an ideal launch pad for the voice AI revolution.Its no wonder that almost half of the respondents(49%)cited their smartphones as their device of choice to interact with voice assistants.While other connected devices also offer built-in voice assistants,smartphones have the greatest adoption and drive most of the usage.Smartphones49%18%15%11%34%Smart SpeakersDesktops/LaptopsIn-Car Entertainment SystemsWearablesNone of These7%02/Smartphones as a Launch PadA SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingThe global smart home market is expected to reach$53 billion by 2022,according to Zion Market Research.While not every home is filled with smart outlets or smart thermostats,smart speakers have acted as a bridge for a growing number of tech-savvy consumers.1 in 3 smart speaker owners say they use their voice assistants daily,and more than half(55%)use them at least once a week.iPhone users are much more likely to own a smart speaker than Android users.55%of respondents that own a smart speaker are iPhone owners vs.28%that are Android users.Amazon EchoGoogle HomeApple HomePodSonosOther BrandNone20%10%5%4%5%65%35%own a smart speaker85%of smart speaker owners have an Amazon Echo or a Google Home.03/Smart Speakers on the RiseA SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingVoice assistant technology is still a relatively new,niche market,so its no surprise that voice shopping remains an untapped channel for most brands and retailers.Only 17%of respondents say they have browsed or shopped products using a voice-activated assistant;the majority have not.But considering that 46%of respondents have never before used a voice-activated assistant,the results arent surprising.Diving deeper,the data reveals that 42%of consumers who regularly(weekly or daily)use voice assistants have shopped using the medium.Shopping via Voice-Activated AssistantsIn a previous consumer survey conducted in 2016,respondents cited broken links/frequent error pages as their number one frustration with shopping online.This concern,along with slow loading times and lag,is a reason shoppers will abandon their digital shopping carts.With voice shopping,these problems are eliminated,creating an entirely new channel for consumers to shop.RegularVoice-AssistantUsers42%17%GeneralPopulation04/The Future of Voice ShoppingA SUMO Heavy Whitepaper:The Current State and Future of Voice-Assisted ShoppingAs voice assistants grow in popularity,voice shopping has the potential to be a viable business opportunity for eCommerce brands and retailers.Consumers looking for a time-efficient,simple way to order goods could be open to this new channel of shopping.Voice shopping shows particular promise in the consumables market.However,over half(55%)of the respondents did not select any of these options,suggesting that consumers are either skeptical of voice shopping or are unfamiliar with how it works.For access to the full data set,please contact .Household ProductsExperiences(Movie Tickets,Flights,Hotels)Consumer Products(Electronics)Grocery and Food DeliveryClothes12%11%11%6%5%Items respondents can see themselves purchasing via a voice assistant:04/The Future of Voice ShoppingA SUMO Heavy WhitepaperThe 2019 VoiceCommerce Survey was prepared and presented by SUMO Heavy Industries.For access to the full data set,please contact us at SUMO Heavy is a digital commerce consulting firm located in Philadelphia and New York City.SUMOHE AV Y.COM扫码关注：金融干货精选获取更多干货资料