Adobe Digital Insights: Voice Assistants - the next tech disruptor, but not everyone is a fan

By Adobe

Voice assistant technology isn’t a new concept, but with advancements in artificial intelligence and machine learning, adoption has grown in recent years. A report by Gartner echoed this, as it expects 20% of user interactions with smartphones will take place via voice assistant technologies by 2019. Voice-enabled devices and digital assistants allow consumers to engage through one of the most natural forms of communication.

With a new generation of products driving innovation and consumer appetite, the latest Adobe Analytics data shows that online sales of voice-enabled devices grew 39% year over year (YoY). However, a study by Adobe showed that voice assistants may not be too popular with everyone.

To help consumers and retailers alike understand this surge, an analysis by Adobe Digital Insights shares insights into the boom of voice-enabled device market. Some insights include:

1.     Google Home Brings In The Cash, But Echo Dot Takes Lead In Units
According to ADI, Google Home’s release in early November helped spur huge holiday sales, selling more units than the Amazon Echo Dot (by a marginal 3%) over the course of the holidays at nonproprietary retailers. It has since lost ground to the Echo Dot but maintains its lead over the more expensive Echo.

In terms of revenue, however, Google Home maintains a steady lead over all other devices both during and after the holiday at nonproprietary retailers.

Not only are the devices selling well, but they are also building a strong community for content creators online. There are currently 778,000 connections to voice assistants on IFTTT (a site that facilitates the customization of internet-connected devices), and that number is growing each year. These types of sites are helping to drive excitement and increased use of voice assistant devices, such as smarthome speakers.

2.     The Growth Opportunity
Even with booming holiday sales and growth on sites like IFTTT, the voice assistant market has plenty of room for improvement. Outside of the holiday season, unit sales have seen a respectable 39% growth YoY – but ADI’s consumer survey found that 49% of the people surveyed don’t use voice assistants. Half of the potential market still needs convincing that voice assistants are the wave of the future, and companies need to ensure that newcomers have a positive first impression.

37% of people reported that their experiences with voice assistants are not up to par with their standards. They described their interactions with voice assistants as either “not good” or simply “terrible”. However, the excitement for the devices is there, and sales are growing, and improving customer delight could lead to a healthy increase in sales.


For more information on the rise of voice assistants, please check out this blogpost by Adobe Digital Insights

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