SUMO-语音助手购物的现状与未来（英文）-2019.7-9页_597kb

报告摘要

2019 Voice Commerce Survey Summary

Core Content

The 2019 Voice Commerce Survey, conducted by SUMO Heavy Industries, explores the current state and future potential of voice-assisted shopping among U.S. consumers aged 18 and over. The survey includes 1,046 respondents and was carried out in April 2019. It highlights the growing familiarity with voice assistants, the devices used to interact with them, and the emerging trends in voice commerce.

Main Findings

Voice Assistant Adoption

65% of respondents never or rarely use voice assistants such as Siri, Google Assistant, or Alexa.
29% use voice assistants regularly.
iPhone users are more likely to use voice assistants than Android users.

Smartphones as the Primary Device

78% of Americans own smartphones.
Smartphones are the most common device for interacting with voice assistants, with 49% of respondents citing them as their preferred choice.
Smart speakers are the second most popular, with 18% of respondents using them.
Only 34% of respondents do not use any voice assistant-enabled device.

Smart Speaker Ownership

35% of respondents own a smart speaker.
85% of smart speaker owners have an Amazon Echo or Google Home.
1 in 3 smart speaker owners use their voice assistants daily.
Over half (55%) use them at least once a week.
iPhone users are more likely to own a smart speaker than Android users (55% vs. 28%).

Voice Shopping Trends

Only 17% of respondents have shopped using a voice-activated assistant.
42% of regular voice assistant users have shopped via voice.
Voice shopping is still an untapped channel for most brands and retailers.
Consumers are generally skeptical or unfamiliar with the concept of shopping through voice assistants.

Key Insights

Potential for Voice Commerce

Voice shopping is seen as a time-efficient and simple way to order goods.
It eliminates common issues like broken links, slow loading times, and lag, which can cause shoppers to abandon their carts.
It has particular promise in the consumables market.

Consumer Preferences

The most common items consumers would purchase via voice assistants are:
- Household products (12%)
- Experiences (e.g., movie tickets, flights, hotels) (11%)
- Grocery and food delivery (11%)
- Consumer products (e.g., electronics) (6%)
- Clothes (5%)
55% of respondents did not select any of these options, indicating low adoption or lack of awareness.

Conclusion

While voice assistants are becoming more familiar to consumers, their use for shopping remains limited. Smartphones are the primary device for interacting with voice assistants, and smart speakers are gaining traction, particularly among iPhone users. Voice commerce is still in its early stages, but with the evolution of voice recognition and natural language processing technologies, it has the potential to become a significant channel for brands and retailers. However, widespread adoption will require addressing consumer skepticism and improving the overall shopping experience through voice technology.