voicebot-2020车内语音助手用户报告（英文）-2020.1-40页_5mb

Summary of the IN-CAR VOICE ASSISTANT CONSUMER ADOPTION REPORT (JANUARY 2020)

Core Content

This report provides an in-depth analysis of consumer adoption and usage trends of voice assistants in cars, highlighting the growing role of voice technology in the automotive industry. It outlines how voice assistants are becoming a standard feature in vehicles and how their usage is evolving in terms of frequency, functionality, and consumer expectations.

Main Points

• Voice Assistants in Cars Are More Prevalent Than Smart Speakers: Over 50% of U.S. adults have tried voice assistants in the car, with about one-third being monthly active users. This usage is higher than smart speaker adoption, showing that voice is not just a new device trend but a broader computing platform revolution.

• In-Car Use is a Key Driver of Adoption: The report emphasizes that in-car usage is a critical factor in the growing adoption of voice assistants. Monthly active users (MAUs) of in-car voice assistants are nearly as high as smart speaker owners, indicating a strong correlation between car and home usage.

• Use Cases Favor Talk, Go, Play: The top use cases for voice assistants while driving are making phone calls, navigation, texting, playing music, and turning on radio stations. These fall under the categories of "talk," "go," and "play." Other use cases, such as controlling in-car features, are less frequent.

• Voice Assistants in the Car Are Different: Unlike smart speakers and smartphones, in-car voice assistants are designed for safe and hands-free use. They focus on features that are crucial while driving, such as navigation and communication, and are increasingly being tailored to specific in-car experiences.

• Automakers Are Leading the Change: Automakers are investing in advanced voice recognition technologies and integrating them with their vehicles. Brands like Mercedes, BMW, Ford, and Tesla are at the forefront of this shift, with Tesla showing significant growth in monthly active users.

• In-Car Voice Assistant Providers: Companies such as Cerence, Amazon, Apple, Google, and SoundHound are providing voice assistant platforms for automakers. These platforms are enhancing the in-car experience with better performance and expanded services.

• Consumer Sentiment is Positive: Over 49% of consumers believe that voice assistants in cars have improved in the past two years, while only 3.5% think they have degraded. This positive perception is likely driving increased usage and future expectations.

• Future Adoption Trends: Nearly 94% of users expect to use voice assistants in cars more or the same in the coming year. There is growing interest in having multiple voice assistants available, with over 40% of consumers finding this approach appealing.

• Demographics and Usage Patterns:

  • Gender: Female drivers are more likely to use voice assistants in the car, with a 53.6% usage rate compared to 46.4% for males.
  • Income: Higher income adults are more likely to use voice assistants in the car, with those earning over $50,000 being twice as likely to use embedded voice assistants.
  • Age: Older drivers (45 and above) are more likely to use embedded assistants, while younger drivers (18-29) are more likely to use Apple CarPlay.

• Familiarity and Interest in Tutorials: About 32% of users are confident in their knowledge of in-car voice assistant capabilities, while 23.6% know many features. Nearly 45% are interested in tutorials to improve their use of the technology.

• Consumer Preferences for Multiple Assistants: Over 15% of consumers would be "much more likely" to use voice assistants in the car if multiple options were available, and over 27% would be "somewhat more likely."

Key Information

• Total Users: As of January 2020, nearly 130 million U.S. adults have used a voice assistant while driving.
• Monthly Active Users: About 84 million U.S. adults are monthly active users of in-car voice assistants.
• Daily Active Users: Approximately 29.7 million U.S. adults are daily active users of in-car voice assistants.
• Growth: In-car voice assistant usage has increased by 13.7% since September 2018.
• Top Brands: Lexus, Kia, and Tesla lead in monthly active users, with Tesla showing a significant jump from 50% to 80%.
• Technology Integration: Most automakers now offer embedded voice assistants, Apple CarPlay, and Android Auto, with some also supporting Amazon Alexa.
• User Behavior: Users are more likely to use voice assistants for communication and navigation rather than for in-car feature control.
• Market Potential: There is a large market opportunity for third-party developers to create tailored voice experiences for drivers.

Conclusion

The in-car voice assistant market is growing rapidly, driven by consumer demand for convenience, safety, and integration with digital services. Automakers are responding with improved voice recognition and more sophisticated in-car experiences, while platforms like Amazon, Apple, and Google are expanding their presence in the automotive space. The future of in-car voice assistants looks promising, with increasing user familiarity, positive sentiment, and a shift toward multi-assistant support.