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Nearly Half Of Online Consumers Are Interested In Using Connected Home Devices

"Just like mobile devices have replaced a lot of desktop/laptop devices, I anticipate the voice-activated devices will similarly reduce use of the desktop/laptop devices," says Magid Advisors' Mike Vorhaus.

Awareness and interest of voice-activated digital assistants has been rising rapidly in the past year and the shifts among the main devices are reflecting that surge.

With Samsung’s Bixby being rolled out and Apple’s Siri-powered Homepod scheduled to be released at the end of the year, Microsoft and Amazon struck an agreement this week to integrate their respective Connected Intelligence agents, Cortana and Alexa.

Source: Magid Advisors

While 49 percent of U.S. consumers use their voice assistants on a weekly basis, compared with 31 percent of global respondents, according to a JWT, Mindshare, Innovation Group study, penetration of voice-activated devices is still relatively low. But the interest in such technology has clearly entered the mainstream.

As such, almost half of 2,400 consumers surveyed online by Magid Advisors expressed interest owning such a device. Among the topline findings of its report:

  • 25 percent of people who have a connected-home device use voice-activated digital assistants to shop for retail items on the internet
  • Siri (not Alexa) dominates both awareness and usage of voice-controlled digital assistant systems
  • 42 percent of people who have used a voice-controlled digital assistant said that reason is because they like to have their hands free to do other things
Source: Magid Advisors

Mike Vorhaus, president of Magid Advisors, offered a few insights into the company’s findings.

GeoMarketing: How do you see the state of virtual, connected assistants like Siri, Alexa, Cortana, Bixby, and Okay Google in terms of consumer and brand adoption/activity/use cases?

Mike Vorhaus: Siri is obviously way out front due to its distribution across Apple devices. Products like Alexa, Cortana, Google Home, etc., are all close to each other in awareness and usage to date by consumers.  This is definitely a close horse race at this point.

How do you think it will change over the next year, as Bixby is being rolled out and Apple’s Siri-powered bid for the Connected Home, Homepod, is due to be released in December?

I anticipate that the Siri/Apple device will be very appealing to consumers.  Nonetheless, the devices/software from Amazon, Google, etc., are all strong competitors.

Noting the appeal of voice-activation’s hands’ free capabilities, do you expect that speaking to a device, versus typing on it, will change consumer behavior in specific ways?

Yes, consumers will likely be less exact and will be able to repeat more information than they might otherwise when typing. That should make for better searches and better understanding of what the consumer is saying.

Does the rise of voice-activated interactions call into question the role of websites, in terms of the way they’re constructed from an SEO standpoint, to the kinds of visual-centric (as opposed to audio-oriented) information they provide?    

Yes, just like mobile devices have replaced a lot of desktop/laptop devices, I anticipate the voice-activated devices will similarly reduce use of the desktop/laptop devices.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.