These findings align with two other sets of data.
The first is data from Zazzle, where out of “thousands of social media users” in the UK, 35% said that they don’t believe they would ever actually use such voice assistant devices as smart speakers.
The second is an additional survey we ran among 481 people across the U.S. and Canada, where 21% of respondents said that they don’t completely understand what voice assistants do.
The findings above point to some possible key indications about the outlook for voice assistants and the devices they power.
First, it seems that many users are unclear about the value of voice assistants, or what they do — a finding that’s suggested by the number of survey respondents who, if they didn’t say that their understanding of voice is muddled, said that they want to learn more about the technology before investing in it.
It is possible that some users do not assign the formal terminology of “voice assistants” to the technology with which they might be on a first-name basis; for example, Siri, Alexa, or “Okay, Google.” That’s suggested by Zazzle’s finding that 68% of users acknowledged the convenience of a voice assistant, saying that they were able to find information quicker by using this technology over typing out a query.
That finding is supported by our own findings that about a quarter of users who do use voice assistants do so to answer questions.
To repeat our earlier point: More top contenders in the voice assistant market continuing to release newer models of their smart speakers, with improved functionalities and additional features. As the technology improves and scales, it could become more widespread and accessible to consumers, broadening the value and use cases.
And as it does, points out HubSpot’s head of SEO Victor Pan, so do the different platforms where customers can be reached.
“Pay attention to when your customers start to adopt,” Pan says — such as voice. “The point of marketing is to be where your customers are.”
Originally published Nov 9, 2018 1:48:35 PM, updated November 09 2018