Voicebot-2018语音购物消费者使用报告（英文版）-2018.6-32页-8mb

Voice Shopping Consumer Adoption Report Summary

Introduction

This report explores the growing adoption of voice shopping among U.S. consumers, highlighting its role as a key channel and enabler for retail. Voice shopping is expected to become the third major online shopping channel, following web and mobile.

Core Content

• Voice Shopping Growth: Voice shopping is projected to reach $40 billion in U.S. consumer spending by 2022. It is increasingly used for product discovery, comparison, and purchase.
• Voice as a Channel and Enabler: Voice is not only a shopping channel but also an enabler for web and mobile shopping, offering convenience and new features.
• Smartphones Lead Voice Shopping: Over half of voice shopping activities are conducted through smartphones, with 79% of U.S. adults owning smartphones and 62% having used a voice assistant.
• Smart Speakers and Voice Assistants: Smart speaker ownership is rising, but smartphones still dominate voice usage due to higher accessibility and penetration.
• Consumer Preferences: While most still prefer physical stores, 26.3% prefer web, 7.6% prefer mobile, and 0.58% prefer smart speakers. Preferences are not always aligned with actual usage.
• Age and Gender Trends: Younger consumers (under 45) are more likely to prefer and use voice shopping, while men are more likely to engage in voice shopping than women.
• Voice Shopping Experience: Consumers like the hands-free nature, multitasking ability, and speed of voice shopping. However, some dislike the lack of a screen and concerns about security and trust.
• Purchase Behavior: Voice shoppers tend to buy low-cost items, with over 85% of purchases being under $100. They also show interest in using voice for in-store product discovery and comparison.

Key Findings

• Smartphones and Voice Assistants: Voice assistant use on smartphones is three times higher than on smart speakers. Apple Siri leads in mobile usage, but Google Assistant is gaining ground.
• Smart Speaker Adoption: Smart speaker ownership reached 21.6% of U.S. adults in May 2018, with a 9.7% increase in four months. However, smart speakers are still limited in reach compared to smartphones.
• Voice Shopping Process: Voice shopping follows a similar process to traditional shopping but with different methods and influences. It is more limited in information search and consideration set due to the linear nature of audio.
• Voice Shopping Categories: The most frequently purchased categories via voice are nearly identical to online shopping, including everyday household items, apparel, and entertainment/music/movies.
• In-Store Voice Use: Nearly half of consumers would use voice to locate and compare products in-store, as well as to learn about discounts.

Conclusion

Voice shopping is becoming an essential part of the retail landscape. While smart speakers are gaining traction, smartphones remain the primary device for voice shopping due to their widespread use. Retailers and brands must adopt an all-of-the-above strategy to integrate voice into their platforms, including apps, websites, and smart speakers. The future of voice shopping will likely involve multimodal experiences, combining voice and visual elements to enhance the shopping journey.