Voicebot-2018年语音购物报告（英文）-2018.12-32页-8mb

Voice Shopping Consumer Adoption Report Summary - June 2018

Introduction

This report provides an analysis of consumer adoption of voice shopping across various platforms, including smartphones, smart speakers, and the web. It highlights the current state, preferences, and potential future growth of voice commerce.

Core Content

Voice shopping is emerging as a significant channel for consumer transactions, with the potential to become the third major online shopping channel alongside web and mobile. By 2022, it is forecasted to account for $40 billion in U.S. consumer spending.

Main Points

• Voice is both a channel and an enabler: Voice shopping is not only a standalone channel but also enhances online shopping experiences through mobile and web.
• Smartphones dominate voice shopping usage: Over 50% of voice shopping is conducted on smartphones, even though smart speaker ownership is growing.
• Consumer preference vs. usage: Preferences for mobile and voice shopping are not always aligned with actual usage. Trial rates exceed stated preferences.
• Age and gender differences: Younger consumers (under 45) and men are more likely to engage with voice shopping.
• Voice shopping is still in early stages: Most consumers are using voice for small, low-risk purchases, typically under $100.

Key Information

• Smartphone ownership: 79% of U.S. adults own smartphones, with 62% having tried a voice assistant.
• Smart speaker ownership: 21.6% of U.S. adults own smart speakers, with 54.4 million users as of May 2018.
• Voice shopping usage: 21.2% of U.S. adults have used voice for shopping at least once, with 18% having no dislikes of the process.
• Preference for shopping methods: 62.3% of consumers prefer physical stores, 26.3% prefer web, 7.6% prefer mobile, and 0.58% prefer smart speakers.
• Smart speaker users are more likely to engage with voice shopping: 26.1% of smart speaker owners have used voice for shopping, compared to 21.2% of the general population.
• Voice shopping is still limited in detail and variety: Due to the linear nature of audio, information is less detailed, and fewer items are available for voice purchase.
• Voice shopping is becoming a habit: Monthly voice shopping usage among smart speaker owners increased from 11.5% in January to 16.0% in May 2018.
• Voice shopping is used for both new and repeat purchases: 1 in 5 consumers use voice for both, with 35.2% believing it is good for reordering products.
• Voice shopping is not yet widespread for high-value items: Over 85% of voice purchases are for items costing $100 or less.

Methodology

The survey was conducted online in May 2018, involving 1,203 U.S. adults. It is representative of U.S. Census demographic averages. Adjustments were made for online-only participants, as they represent 89% of the population.

Consumers

• Amazon and Walmart lead: These are the top retailers for shopping in the past six months.
• Voice shopping is broadly appealing: It is used across various retail categories, with Best Buy and The Home Depot showing distinct trends.
• Mobile and voice shopping are preferred by younger consumers: 18-44 year olds are more likely to prefer mobile and voice shopping.
• Smartphone users are more likely to try voice shopping: Even though they prefer other methods, they are more active in trying voice shopping.

Smartphones & Voice Assistants

• Voice assistant usage on smartphones is higher: 62% of smartphone users have tried a voice assistant, compared to 21.6% of smart speaker owners.
• Siri leads on mobile: Apple Siri is the most widely used voice assistant on smartphones, followed by Google Assistant.
• Voice assistants on smart speakers are limited: They are primarily used for basic functions and not as extensively as on smartphones.

Smart Speakers

• Smart speaker reach is growing: It passed 50 million U.S. adults in May 2018, showing a 9.7% increase in four months.
• Google Assistant is gaining ground: It is closing the gap with Amazon Alexa and Apple Siri.
• Voice shopping on smart speakers is becoming habitual: Usage frequency is increasing, suggesting voice shopping is becoming more common.

Voice Shopping

• Smartphones lead in voice shopping: Over half of voice shoppers use smartphones for their shopping experience.
• Voice shopping is not yet mainstream: It is still a niche channel with limited usage and understanding.
• Voice shopping is convenient and hands-free: It is appreciated for allowing multitasking and faster access to information.
• Voice shopping is still limited by lack of screen interaction: This may be a barrier for some consumers.

Shopping Process & Examples

• Voice shopping follows a similar process to traditional shopping but with different methods and influences.
• Voice search is limited: It typically yields a single or two results, emphasizing the need for voice SEO.
• Multimodal experiences are beneficial: Voice + visual on mobile can enhance the shopping experience.
• Voice shopping is still in its early stages: Early adopters may have an advantage due to the limited availability of voice shopping options.

Conclusion

Voice shopping is growing rapidly and is becoming an essential part of the consumer shopping experience. While smartphones currently dominate voice shopping, smart speakers are gaining traction. A comprehensive strategy that includes all platforms is necessary for retailers to stay competitive in the evolving voice commerce landscape.