Voice On The Move — Smart assistant usage on phones amongst non-speaker-owners at 54%
New data out this week from NPR and Edison research as part of the Smart Audio Report of 2019 shows that 54% of non smart speaker owners use an assistant on their phone. But for those who already have a Google Assistant, Amazon Alexa, or potentially even an Apple HomePod device in the house — this goes up drastically to nearly 80%.
That means that if you own a smart speaker you’re far more likely to use your voice operated personal assistant such as Siri or Google Assistant on your phone went out and about, in the car, or any other place you might have your smartphone on you.
For those of us that are creating experiences for smart speakers this means we should really be thinking about all the different contexts that someone might use a voice operated personal assistant in their daily life.
Over 50% of people who own a smart speaker now owning more than one.
If you’ve already got someone using your skill or action, but haven’t yet actually managed to make it work on a mobile device, (and in most cases this is going to be on Google Assistant), this could be a really strong way of driving further adoption of your experience, or potentially opening up whole new avenues of engagement with your consumer.
Smart speaker owners tend to be earlier adopters — that we already know, but increasingly, this is becoming more commonplace. We now see that 22% of over 18 year olds already own a smart speaker device in the US, and this is quickly on the rise with more people saying that they are likely to purchase a new smart speaker in 2019.
We also see from this data that people are not just getting one device but multiple with over 50% of people who own a smart speaker now owning more than one.
So this drive to adopt this very cheap and easy to access form of technology isn’t just stopping in the home, but it’s driving people to use their smart devices wherever they are — and for the most part, that’s going to be the one that lives with you 24 seven in your pocket, your phone.
Voice On The Move
So what opportunities are there for extending the reach of your voice assistant to phone users?
First of all, there is the opportunity to take whatever action you have already built on Google Assistant, and make sure that it is going to serve your consumer really well if they’re using on their phone.
That might mean that we need to think about adding more visual elements to the product, making sure that your text has been written in a way that works well if being relayed through visual text on the screen and ensuring that you can dial into other features such as location and quick action buttons; to make sure that someone can make a decision on what to do with the response from your voice assistant device when they’re on the move.
50% of your consumer base are using their voice operated personal assistant on a smartphone on a regular basis
If you haven’t yet created a voice assistant experience, then they’re still also an opportunity for you to begin to capture those that don’t already own a smart speaker, which for now is still in the majority but quickly is a gap that is closing.
For those that don’t already own smart speakers there’s still 50% of your consumer base out there using their voice operated personal assistant on a smartphone on a regular basis. That presents a big opportunity for serving up content, either through creating Google Actions or optimising your existing web content to surface via the Google Assistant.
If you want more help getting started with building a Google Action, Amazon Alexa Skill or optimising your content for search on voice devices, get in touch with us at Vixen Labs, or maybe consider starting out by booking a voice first workshop.