Voicebot-2018智能音箱消费者使用报告（英文版）-2018.3-29页-15mb

报告摘要

Smart Speaker Consumer Adoption Report Summary (January 2018)

Core Content

This report provides an in-depth analysis of smart speaker adoption in the United States, focusing on ownership rates, use cases, voice commerce, app discovery, and perspectives from non-owners. It highlights the rapid growth of the smart speaker market and its potential to reshape consumer behavior and the broader voice and AI industries.

Main Findings

Smart Speaker Ownership

19.7% of U.S. adults have access to smart speakers, up from less than 1% two years ago.
47.3 million U.S. adults have access to at least one smart speaker.
The average number of smart speakers per household is 1.8, but the median is 1.
Amazon Echo dominates the market with 72% of the installed base, followed by Google Home at 18.4%, and other manufacturers at 9.7%.
Sonos One and Eufy are notable non-Amazon and non-Google smart speaker models with 2.6% and low-priced options, respectively.
Amazon Echo is more common in upper-income households, while Google Home is preferred by lower-income groups.

Smart Speaker Use Cases

Most common use cases include questions, music, and weather.
63% of smart speaker owners use them daily, and 77% use them at least weekly.
34% of users interact with smart speakers multiple times per day.
Smart home control is a growing use case, with 38% of users having tried it, and over half using it daily.
Calling and messaging are also popular, with 40% having tried the feature and 10.3% using it daily.

Voice Commerce

26% of smart speaker owners have made a purchase using voice.
11.5% use voice commerce monthly.
16.7% of the general population is likely to order products by voice.
Amazon Echo users are 50% more likely to have made a voice purchase than Google Home users.
iPhone users are 8.5% more likely to use voice commerce than Android users.

Voice App Discovery

48.2% of smart speaker owners use third-party voice apps.
11% of users have submitted voice app reviews, which is 10–20x higher than mobile app review rates.
22.5% of users discover voice apps through friends, and Google and Amazon suggestions are the next most effective methods.
Social media and PR are key for direct promotion of voice apps.

Non-Owners Perspectives

Only 16% of non-owners cited privacy concerns as a reason for not purchasing a smart speaker.
37.9% of non-owners are not interested in smart speakers.
21.2% believe their smartphones already have the necessary features.
9% think smart speakers are too expensive, though entry-level models are available for under $30.
26% of non-owners plan to purchase a smart speaker in 2018, with Apple HomePod being a notable target.

Key Trends and Insights

Smart speaker adoption has exceeded analyst forecasts, growing fifteenfold in two years.
The market is still far from saturation, with 80% of the population as potential first-time buyers.
Voice commerce is gaining traction, with 23% of the population having tried it.
Voice assistants are becoming more integrated into daily life, with smart home control and music listening leading the way.
Voice app discovery is a challenge, but user engagement and reviews play a critical role in driving adoption.

Conclusion

The smart speaker market is expanding rapidly, with 19.7% of U.S. adults currently owning or having access to a smart speaker. The adoption is not uniform, with male users and Amazon Echo users being more prevalent. Despite some skepticism, voice commerce and voice app usage are gaining momentum, indicating a shift in consumer behavior. As the market continues to grow, developer strategies and brand engagement will be crucial in capturing the attention of new users and increasing voice app retention. The future of smart speakers appears bright, with 50% growth expected in 2018.