2018语音购物消费者使用报告（英文版）-8mb

Voice Shopping Consumer Adoption Report Summary - June 2018

Introduction

This report explores the adoption and usage of voice shopping among U.S. consumers, highlighting the role of smartphones, smart speakers, and voice assistants in shaping the future of online retail.

Core Content

• Voice shopping is emerging as a significant new channel for consumer purchases, with forecasts predicting $40 billion in U.S. spending by 2022.
• Voice is not only a shopping channel but also an enabler for online shopping through smartphones and web platforms.
• Smartphones are the dominant platform for voice shopping, with over half of all voice shopping activities occurring through them.
• Voice shopping is still in its early stages, but it is growing rapidly and is becoming more integrated into consumer behavior.

Main Points

• Smartphones Lead in Voice Shopping:
  • Over 79% of U.S. adults own smartphones, and 62% have used a voice assistant.
  • 21.2% of U.S. adults have tried voice shopping, with over half using a smartphone.
  • Voice shopping on smartphones is more prevalent than on smart speakers, which account for only 13% of voice shoppers.
• Smart Speakers Are Gaining Ground:
  • Smart speaker ownership reached 21.6% of U.S. adults in May 2018.
  • Amazon Echo still leads, but Google Assistant is rapidly catching up.
  • Smart speaker users are more likely to engage in voice shopping, with 26.1% having used voice for shopping.
• Consumer Preferences and Usage:
  • Most consumers still prefer in-store shopping, but 26.3% prefer online, 7.6% prefer mobile, and 0.58% prefer smart speakers.
  • There is a significant age and gender divide in voice shopping preferences and usage.
  • Men are more likely to engage in voice shopping than women, with a 63% to 37% ratio.
  • Younger consumers (18-29) are more likely to try voice shopping, with 35.2% of them using it for reordering.
• Voice Shopping Behavior:
  • Voice shopping is commonly used for everyday items, with the top categories being household items, apparel, and entertainment/music/movies.
  • Voice shopping is often used for low-cost items, with over 85% of voice purchases costing less than $100.
  • Voice is being used for product discovery, comparison shopping, and purchases, with consumers preferring it for its convenience and hands-free nature.

Key Information

• Voice Assistant Usage:
  • Apple Siri is the most widely used voice assistant on mobile, but Google Assistant is gaining ground.
  • Voice assistant usage on smartphones is three times higher than on smart speakers.
• Smartphone vs. Smart Speaker:
  • Smartphones have a much larger user base and are more integrated into daily life, making them a more effective platform for voice shopping.
  • Smart speaker users are more likely to engage in voice shopping, but the majority of voice shopping still occurs on smartphones.
• Voice Shopping Process:
  • Voice shopping follows a similar process to other shopping methods but with unique methods and influences.
  • Voice search yields limited results, placing a premium on voice SEO.
  • Voice shopping is often combined with visual elements on mobile devices for a more comprehensive experience.

Conclusion

Voice shopping is a growing trend that is reshaping the retail landscape. While smart speakers are gaining traction, smartphones remain the primary platform for voice shopping due to their higher adoption rates and established usage patterns. Retailers and brands must adopt an all-of-the-above strategy to include voice shopping across all channels. As voice technology continues to evolve, it will become an essential part of the shopping experience, offering convenience, efficiency, and new opportunities for engagement.