2021年语音消费指数报告（英）_40页_426kb

报告摘要

Voice Consumer Index 2021 Summary

Core Content

The Voice Consumer Index 2021 provides insights into how consumers are interacting with Voice technology, highlighting its growing role as a primary channel for digital engagement. It covers the usage patterns, attitudes, and future expectations of Voice assistant users across the US, UK, and Germany.

Main Points

Voice is becoming a primary channel for consumers to connect with the digital world, and brands should integrate it into their marketing and customer experience strategies.
Voice technology is widely adopted, with over 60% of users across all three markets using Voice assistants regularly.
Privacy concerns exist but do not prevent usage, as users still see value in the convenience and efficiency of Voice assistants.
Voice is used across multiple locations, including at home, on the go, and in between, indicating a need for brands to optimize across all platforms.
Smartphones and smart speakers are the main devices for Voice assistant usage, with a notable trend of increasing usage on smartphones.

Key Findings

1. User Demographics and Usage

31% of users use Voice assistants daily.
Over half of the population uses at least one Voice assistant.
Voice usage spans all age groups, with no significant skew towards younger audiences.
95% are mobile users, and 66% use smart speakers.

2. User Attitudes

Privacy is a concern, but not a barrier.
Users are interested in future development of Voice technology.
Spatial privacy is important, especially in public settings.
Education and support are needed for users to explore the full potential of Voice.

3. Voice Assistant Usage by Device

Smartphones are the most common devices for Voice assistant usage.
Smart speakers are used more for home-based tasks.
Smart speakers with displays are more popular in the US and Germany than in the UK.

4. Voice Activities and the Marketing Funnel

Voice activities align with the traditional marketing funnel: awareness, consideration, purchase, retention.
Over 90% of users have used Voice assistants to search for information.
Voice search is a powerful tool for brands to engage consumers at the top of the funnel.

5. Industry Opportunities

Entertainment, Retail, Healthcare & Wellness, and Food Delivery are the most interested in Voice search.
31% of US users and 40% of German users are interested in using Voice to search for fashion-related topics.

6. Future Interactions with Voice

Voice search should be integrated into websites and mobile apps to support users throughout their journey.
80% of users who start researching a product via Voice would visit the brand's website.
62% of users in the US, 60% in the UK, and 66% in Germany want to continue using Voice to learn more about products and services.

Additional Insights

Users prefer Voice over text for quick and effective searches.
Non-users are often deterred by privacy and trust concerns, but these can be addressed through education and transparency.
Brands that educate users about Voice experiences will benefit the most from this growing channel.
Voice search is an opportunity for all industries, with varying levels of engagement depending on the sector.
Voice is not just for smart speakers; it is also a key part of mobile and web experiences.

Strategic Recommendations

Brands should invest in Voice technology to enhance their marketing and customer experience efforts.
Optimize mobile apps and websites for Voice search to align with user behavior.
Educate users on the capabilities and benefits of Voice technology to increase adoption and comfort.
Leverage integrated campaigns to showcase Voice applications as part of the brand’s overall messaging.
Ensure privacy and trust are addressed through clear communication and robust data practices.

Conclusion

The Voice Consumer Index 2021 highlights that Voice is a significant and growing channel for consumer engagement. With the right strategies, brands can harness this technology to support their audiences throughout the customer journey, from awareness to retention, and ultimately improve brand experience and loyalty.

展开完整摘要