Voicify-2019年智能音箱报告（英文）-2019.3-34页_4mb

报告摘要

SMART SPEAKER CONSUMER ADOPTION REPORT SUMMARY (MARCH 2019)

Core Content

This report provides an in-depth analysis of smart speaker adoption in the U.S. in early 2019, highlighting trends in ownership, usage, and consumer sentiment. It outlines how the market has evolved from early adopters to a broader audience and examines the role of voice assistants in daily life and smart home integration.

Key Findings

Smart Speaker Ownership Growth

2018 to 2019: The number of U.S. adults owning smart speakers increased by 40.3%, from 47.3 million to 66.4 million.
Adoption Rate: Over 26.2% of U.S. adults now have access to a smart speaker.
Multiple Devices: 40% of smart speaker owners now have multiple devices, up from 34% in 2018.
Total Installed Base: The U.S. had about 133 million smart speakers in use by early 2019.

Market Share by Brand

Amazon Echo: Maintained a leading position with 61.1% market share in 2019, down from 71.9% in 2018.
Google Home: Grew significantly, reaching 23.9% market share, capturing half of Amazon’s market share decline.
Other Brands: Accounted for 15.0% of the market in 2019, with Apple HomePod and Sonos One leading this category.

Smart Speaker Use Cases

Top Use Cases: Asking general questions, listening to streaming music, and checking the weather remained the most common use cases.
Monthly and Daily Use: Listening to music was the most frequently used feature on a monthly and daily basis.
Smart Home Control: Grew in popularity, with 45% of smart speaker owners using it to control smart home devices, up from 38% in 2018.
Voice Commerce: While not widely used, it showed 10.5% growth in monthly active users, indicating increasing consumer interest in shopping via voice.

Consumer Behavior and Preferences

Location Preferences: The living room is the most popular location for smart speakers, followed by the bedroom and kitchen.
Casual Users: The percentage of daily users dropped from 64% in 2018 to 47% in 2019, indicating a shift towards casual users.
Smart Speaker Ownership: 26% of users now report using their smart speakers never or rarely, up from 13% in 2018.

User Demographics

Amazon Prime Members: 50% more likely to own a smart speaker, with 70% owning an Echo device.
Gmail Users: 31% more likely to own a smart speaker than non-users, but not more likely to own a Google Home device.
Smartphone Users: 70% of smartphone owners used a voice assistant in 2019, up from 56% in 2018. Amazon Alexa saw the most significant growth, with 124% increase in smartphone use.

Voice App Discovery

Discovery Sources: Friends are the most common source of voice app discovery, with 25% of users relying on them.
Social Media & Advertising: 15% of users use social media, while 10% use advertising for discovery.
In-App Stores: 11% of users discover voice apps through Amazon and Google’s in-app and online stores.

Smart Displays

Adoption Growth: Smart display ownership increased by 558% from 2017 to 2018, with 13.2% of smart speaker owners owning one by year-end 2018.
Market Share: Amazon led with 67% of the smart display market share, while Google Assistant enabled devices gained 38.5% of sales for the Home Hub.

Main Points

Adoption Curve: Smart speakers are now in the early majority stage, with 26.2% of U.S. adults owning one.
Market Leaders: Amazon and Google remain the dominant players, though Google has gained significant traction.
Use Cases: While music, news, and movies are the most popular, smart home control and voice commerce are growing in importance.
Discovery Challenges: Third-party voice app publishers face challenges in discovery, with friends and social media being the most effective channels.
Consumer Interest: Over 20 million U.S. adults are interested in using smart speakers for customer service.

Conclusion

The smart speaker market has matured significantly, with a growing base of users and an expanding range of use cases. While Amazon and Google dominate, the market is becoming more competitive with the entry of other brands. As the user base grows and becomes more casual, the focus is shifting towards integration, convenience, and third-party applications. The rise of smart displays and voice commerce suggests a broader shift in how consumers interact with voice technology in their daily lives.

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