Overview: The proliferation of voice technology is changing the way we go about our daily lives and interact with the world.
Invoca surveyed 1,000 U.S. adults that own living-room based voice assistants to better understand customer use and what that means for businesses and marketers.
The Rise of Voice
The proliferation of voice technology is changing the way we go about our daily lives, and interact with the world. Invoca surveyed 1,000 U.S. adults that own living-room based voice assistants to better understand how consumers are using their voice devices and what that means for businesses and marketers.
People that own voice assistants use them frequently.
The longer people own their voice assistant, the more they use it. Since buying their voice assistant:
Voice is the new user interface and source of revenue.
People aren’t just using voice to turn on lights or ask for directions. They’re buying things, too.
73% of people with voice assistants have made a purchase directly through the device at some point.
39% of people said an interaction with a voice assistant influenced a purchase decision in the past month.
Most voice assistants don’t currently support ads, but that’s likely to change.
61% of people are willing to hear ads on their voice assistant device in certain circumstances;
As voice assistants grow, people use their voices more.
As people get used to accomplishing tasks with their voice assistant, they are speaking more, and clicking less.
Since getting a voice assistant, people are using their voices to:
Could voice be the key to human connection again? 49% of millennials say they’ve been looking down at their phone less since using a voice assistant.
Voice commands are not the same as conversations.
Despite how far they’ve come, voice assistants still need to work on understanding context.
82% of people said context of the conversation is important when communicating with businesses.
People ranked which or who they thought was best at understanding the context of their conversation:
Human conversation still matters.
Voice assistants are still in their infancy; it’s not surprising that they don’t always work. When they don’t, consumers don’t want to go back to typing and swiping.
85% of respondents said they would turn to an online search if the voice assistant could not provide an adequate answer when buying a product or contacting a business.
Will voice become part of your customer journey?
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