GWI-2018语音搜索洞察报告（英文版）-2018.7-22页-2mb

Voice Search Summary

Core Content

This report provides an in-depth analysis of consumer adoption and future prospects of voice assistant technology, focusing on mobile voice search and smart speakers. It highlights the growing influence of voice tech across various industries, including content, commerce, and privacy considerations.

Key Insights

• Global Mobile Voice Search Adoption: 27% of the global online population uses voice search on mobile.
• Regional Popularity: Voice search is most popular in the Asia Pacific region, with 16-24-year-olds in mature English-speaking markets showing strong engagement.
• Mobile Voice Growth: Mobile voice search has the strongest potential for scaling voice tech adoption due to the high rate of smartphone upgrades.
• Smart Assistant Ownership and Interest: 17% of internet users currently own a voice-controlled smart assistant, and 34% are interested in purchasing one.
• Voice Commerce Impact: Voice tech is reshaping commerce, especially with Amazon leveraging its voice ecosystem (Alexa) to dominate the market and drive consumer behavior.
• Consumer Privacy Concerns: 70% of voice tech users are concerned about the erosion of personal privacy, and 65% worry about how their data is used by companies.

Growth Prospects for Voice Tech

• Smartphone Influence: The integration of voice assistants in smartphones is a key driver of voice tech adoption, as 6 in 10 internet users aged 16–44 plan to purchase a new smartphone within the next 12 months.
• Market Trends: Asian markets (Indonesia, China, India) lead in mobile voice search usage, while mature markets like the U.S. and UK also show strong growth potential among younger demographics.
• Smart Speaker Adoption: Despite initial skepticism, smart speakers are gaining traction, with a notable interest in purchasing them. The U.S. leads in smart speaker adoption, with 25% of 16–44-year-olds currently owning one.
• Price Sensitivity: Lower price points in Asia Pacific (e.g., Tmall Genie under $100) have contributed to the popularity of smart speakers, while Chinese brands are expected to bring more affordable options to other regions.

Voice Tech in Commerce

• Voice Commerce Drivers: Voice tech users are more likely to be influenced by features such as free delivery, coupons, and quick checkout processes when making online purchases.
• Grocery Shopping: Voice technology is increasingly being used for grocery shopping, especially in the U.S., where it provides an efficient and on-demand purchasing experience.
• Integration of Voice and Retail: Major retailers like Amazon and Walmart are leveraging voice assistants to enhance their online presence and create seamless shopping experiences.

The Privacy Factor

• Privacy Concerns: Voice tech users are highly aware of online privacy and are actively taking steps to protect their data, such as using private browsing, deleting cookies, and employing ad-blockers and VPNs.
• Transparency Needs: Brands must be transparent about how voice assistants collect and store data to build consumer trust and drive adoption.
• Data Collection and Listening: Voice assistants continuously listen for wake words, which raises concerns about data privacy and security.

Future Implications

• Voice Assistant Skills: The ability for third-party developers to create "skills" and "commands" is a key factor in the utility and growth of voice assistants.
• Social Media Integration: Companies like Facebook are exploring integrating voice tech into their platforms, potentially expanding the reach of voice commerce.
• Amazon's Leadership: Amazon's early investments in voice tech have given it a competitive edge, especially in forming partnerships with other voice assistants and retailers.
• Affordability and Growth: The sustained global growth of smart speakers depends heavily on affordability, with Chinese brands like Alibaba and Xiaomi expected to play a major role in this regard.

Methodology Notes

• Sample Population: The report is based on data from internet users aged 16–64 across 42 countries, with a total sample size of 109,780.
• Survey Methodology: GlobalWebIndex conducts surveys via PC/laptop/tablet and mobile, with mobile surveys including a shorter version of the Core survey.
• Quotas and Representation: The research uses quotas to ensure representation across age, gender, and education groups, drawing from various credible third-party sources.

Conclusion

Voice assistant technology is rapidly evolving and becoming a central part of daily consumer life, especially on mobile devices and smart speakers. Its integration into commerce and content delivery is reshaping industry dynamics, while privacy concerns continue to influence consumer behavior and brand strategies. Transparency and affordability will be key to sustaining growth and building consumer trust in the voice tech space.