I believe strongly in conversation transitions – especially voice. Conversation is the natural way people communicate, and the future of human computer interaction is. If you remember the videos of two year-olds that are split on iPhones and iPads, there's something like this and # 39; Happening with tools such as Alexa and Google Home: children know how to use them.
Last year, my team made a look at Alexa and Google users To gain a better understanding of their behavior and distribution with the tools. He showed that an interest in voice apps started to start; removal, with all types of campaigns and messages coming into the media, CPG, retail, food delivery, banking, and many other types.
This year, we returned to the survey to find out if there are, or how to change, user behavior and feelings to attack the tools. We also wanted to make some of the population-based interests deeper. Survey surveyed, led by Dashbot using Survata, 1,019 Google homeowners and Alexa across the USA.
The main gates this year:
- Voice support devices change behavior
- The main features are likely to be most commonly used
- Finding third-party voice apps remains a matter
- Users are very likely to use the tools to make purchases
- Owners are satisfied with their tools and they are highly praised.
Voice assistants are constantly changing
As we saw last year, voice support devices are changing behavior. People are used throughout the day for different usage issues.
Nearly 75 per cent of respondents respond to the use of voice devices at least once a day, with 57% a & 39; using their equipment several times a day. These numbers are very similar to last year's results.
If we look closer on the use of men with women, around 64 per cent of males and 53% of women will be able to; using their equipment several times a day. People who use the smallest devices (less than once a month), women tend to be largely 7 percent compared to just 1.4 per cent of men.
Over 65 per cent of respondents commented that the tools have changed their methods or their daily routines. About a quarter reported that the device had changed a lot of behavior, but 40.5 per cent thought it had at least a few. Only 19 per cent said the gear was not changed.
Several respondents explained in their own words how much they are responsible for the device, how united it is in life, and how impressive it is & # 39; depending on what they use it.
As vocal helpers become stronger and technology is based in more types of tools, I expect to see major changes in behavior. If you're sorry through Alexa users not Google, how often have you taken to talk to the device when you are away from home – at work or in a hotel room while you are travel? Amazon and Google are working on this but through their business ventures to provide tools in hotels and other places.
Men tend to report more female behavioral changes. Nearly 33% of the men replied "yes, he has a lot" compared to 20% of women. As we saw how often we were using, with women we had a increasing into rare use, we also see a higher level of women; Finding the device changed to behaviors: 23.3% of women answered "no" compared to 13.7% of men.
Interestingly, even 19% of respondents who identified the device that did not change the behavior still continued to use the device regularly. Of those who indicate "no", around 33% still have a & # 39; use the device several times a day, while a further 17% use the device at least once a day.
The main features are commonly used
We asked respondents what typically they use.
It appears, listening to music, a & # 39; weather analysis, and information inquiries, are the most common usage issues. They are also the key responsibilities of the tools. The use of special third party skills is less common (more than in a minute).
Around 75 per cent of respondents who use the device to listen to music, 66 per cent will be able to listen to music; investigating the weather, and 63 per cent want information.
Around 58 per cent of those who listen to music do so many times a day, but only 34 per cent of those who have a Investigating the weather can do so many times a day.
At the low level of usage, only 23 per cent of respondents have the use of home control tools. But, those who do, do a lot. Nearly 63% of respondents who use the home automation tool will do so many times a day, with a further 22% do that at least once a day.
If we look at the sex-based use, there are interesting differences to & # 39; appear.
Although the three best stages of using things are the same for males and females, it is likely that women will be pregnant. slightly higher use – around 5-6 percent higher. For example, almost 77% of women listen to music and 71% of men are doing.
There are some features that men are much more likely to use women. For example, 42 per cent of male respondents who use the sports scores are compared to 18% of women. Other features include news (49 per cent of men vs. 40 per cent of women), and (36 per cent of males to 26 per cent of women), games games (33 per cent of people to 22 per cent of women), and home automation (29 per cent of males people to 18 per cent of women).
To talk about shops, let's take a closer look at the & # 39; case of practice.
Customers are willing to buy through their tools
Both Alexa and Google allow consumers to buy purchases through their own e-commerce services and – by & # 39; compiling accounts – retailers and other services. Developers and mottoes can also offer their voice apps through "in-app" writing and buying taxes.
We asked your respondents who have ever bought their voice support. There are apparently 43 per cent of respondents, including 58 per cent of males and 32% of females.
In terms of which buyers are buying, the results of their own e-commerce service (Amazon or Google Shopping) are most common at almost 83 per cent.
Interestingly, food delivery is also quite common at 53 per cent. The "re-order" case, eg the re-ordering of the same things as the previous order, works well through these transitions, as it can be done in shorter, shorter statements complex menu. We also heard from many popular restaurant delivery services that are very common – users tend to order the same every time.
We also ask respondents how likely they are to make purchases in the future. About 41% said they are "very similar" to buy future, with an additional 20% saying they are "likely" to do so.
Interestingly, one of the biggest brands in which someone has bought in the past, or is more likely to buy future purchases, whether they are both Alexa and Google home. More than 56% of respondents with the two purchasing devices are in the past, compared to only 43 per cent and 39 percent of Google. In terms of future purchases, therefore, 57 per cent of respondents who have both "very similar" purchases in the future, compared with 41 per cent of those with only 35 percent who are not Google's home only. Users who have the two devices that are likely to be hijackers may be early and are more likely to try buying through the machine.
Finding third-party voice apps remains a matter
Voice translations are still a very new place. Between Alexa and Google Google, there are about 50 million devices in the US. There are around 40,000 third party skills for Alexa. We found out in our final survey that many of the respondents did not know that the tag for a "Skill" third-party voice app is "Alexa" and "Action" on Google Home.
It's good news, users who use tertiary skills, they just do not; use many of them. Based on the survey, 48% of respondents will use one to three voice applications, and a further 26% will be & # 39; used four to six. Only 15 per cent of respondents said they were not using any.
We asked respondents what their favorite voice apps are. The most common responses are indigenous features – listening to music, and # 39; weather study, and information. The most famous third party applications include Pandora, Spotify, Uber, and Jeopardy.
For third party app makers, both the search and construction of users are the challenges.
The most common methods for learners to find out about Skills and Functions through social media, friends, and app stores.
We often hear from brands and developers that social media, either paid or organic, is one of the best channels for consumer builders for voice apps. According to the survey, more than 43% of respondents found skills through social media. It is also suggested that viral video impact initiatives are because they are; Attend two reasons – reach through the influential, and guide how to interact with the voice app. As it is a new place and new user interface, users may not know what they are able to say to, or do with, their voice app.
With Alexa, users can ask the equipment for the latest Skills or tips, even within the categories. The machine will start through a series of Skills, listing each with a name and a & # 39; Ask if the user would like to install or follow.
In addition, Alexa supports "performance goals" that developers and branches will take in place to help users to Find out their voice apps. For example, if Alexa Skill supports to & # 39; pedestrian order, this developer can be recorded as a "fulfilled" purpose and may be recommended by the device when a user wants to order a pipe.
Google does not appear to have a word yet searchable by Google. By asking the device for the latest Actions, or the proposed actions, the result of either the response types or "I do not understand" or try to provide a type of explanation according to the request – for example. describing "sporting activity" when he asks the latest "Sports Functions".
Customer satisfaction is high
Consumers tend to be very happy with their voice instruments and highly praised.
We ask respondents how satisfied they are with the ability of the device to understand, respond to the device, and the full knowledge. The results are very positive.
In terms of understanding the capacity of the device, almost 44 per cent of respondents were very satisfied, with 34% more satisfied. Only 13 per cent were few or dissatisfied.
In the same way, in terms of device responses, 44% of respondents were very satisfied, with a further 35% satisfied. Only about 12 per cent were few or dissatisfied.
Based on the overall knowledge, 53% of respondents were very satisfied, with a further 29% at least somewhat satisfied. Only 10 per cent were either something, or true, unhappy.
In addition, we asked the respondents whether they were surprised about the device, and the results also have a " shows a high level of satisfaction. It was surprised to owners how well they can do the tools and how well they are; the tools are. It is a very common idea how quickly the machine will update itself – "every day something new" and "Christmas every day."
Owners are very happy with their tools and they would be happy with praise. When asked how to evaluate the entire device on a one or five star scale, the average level of the respondents was 4.4 stars.
When asked to decide how likely they want to recommend the equipment to others on a scale of one to five, the respondents also 4.4.
If we look closer to the numbers based on the behavior of the device on behavior, we see comprehensive overall results. Respondents commented that the device on behaviors greatly changed the 4.9 star rating devices and the device is likely to recommend, with a 4.9 degree. Even users who said that the device did not change their behavior were almost 4 stars on their device and still susceptible to propose the tools by 3.8.
We asked the respondents if there was anything surprising about the tools, and the most common answers:
- How much the machine can do
- How tightly the device and the ability to answer a number of questions
- The ability to understand the user's request
- User's use of the device and how life changes the device
- Distance the answers
- Quality of responses
Although most of the general comments in general, there were a small number of complaints. The biggest complaint (which currently happened to compare the positive responses) was the problem with the ability of the device to understand the user's request.
Overall, the windows of Alexa windows and Google Home are very happy with their tools. They are very surprised by what the tools can do, how tough & # 39; The tools are, and how reliable they are on the tools.
Although the voice support field is still relatively new, there is a chance to make messages because there is a good idea that you are willing to buy through the tools. As more brands develop voice applications, it's interesting to be & # 39; see what the issues they support – how they will notice the voice interconnection and what they do; implement monetization opportunities.
As many respondents commented, the tools are becoming increasingly better – not only in terms of better understanding, but in all actions that are provided.
I'm still supporting this place and I'm going to. Looking forward to seeing what is in the future.
Art Merritt is the CEO and Dashbot co-founder, chatbot analysis platform for Alexa, Google Home, Facebook, Slack, Twitter, SMS, and other conversation interfaces.