Digital voice assistant devices – powered by artificial intelligence –
are stand-alone hardware devices that use voice interfaces for a range
of consumer services such as playing music, turning the heat and lights
on and off, and providing news, weather and sports scores.
The online survey of 21,000 consumers in 19 countries – whose findings
are summarized in a new Accenture report, Time to Navigate the Super
Myway: Giving Consumers Exactly What They're Looking For – reveals that
two-thirds (66 percent) of consumers who own digital voice assistants
said they use their smartphones for fewer applications in the home since
acquiring the devices Nearly two-thirds (64 percent) of these owners
said they use their smartphones less for entertainment, and more than
half use them less for online purchasing and general information
searches (58 percent and 56 percent, respectively).
“Digital voice assistant devices are challenging smartphones as the
central hub for all activities in the home,” said David Sovie, global
managing director of Accenture’s High Tech business. “These low-cost
devices deliver valuable and practical benefits and are relatively easy
to use, and their rapidly growing popularity is one of the most striking
trends in the high-tech industry.”
The survey shows that ownership levels of digital voice assistant
devices are projected to more than double this year, reaching 39 percent
of the online population in India, 37 percent in the United States, 34
percent in Brazil, 33 percent in China, 26 percent in Germany, and 24
percent in the United Kingdom.
These products are not only increasing in demand, but they are also
satisfying consumers’ wants and needs. Nearly two-thirds (63 percent) of
respondents said they are either using or interested in using a digital
voice assistant device, with the vast majority (94 percent) of current
users either satisfied or very satisfied with these products.
In addition to digital voice assistant devices, the survey also explored
consumer interest in augmented reality (AR) and virtual reality (VR),
which the results show extend far beyond gaming to a range of
more-practical needs. For example, more than two-thirds (67 percent) of
respondents said they are interested in AR or VR to learn about a place
they are visiting and to learn new skills or techniques. Other areas of
interest include visualizing how clothes might fit (cited by 61 percent
of respondents) and experiencing a sporting event live (52 percent).
October and November 2017, Harris Interactive, on behalf of Accenture,
conducted an online survey of 21,000 consumers in 19 countries:
Australia, Brazil, Canada, China, France, Germany, India, the
Netherlands, Italy, Japan, Mexico, Poland, Singapore, South Africa,
Spain, Sweden, United Arab Emirates, the United Kingdom and the United
States. The sample in each country was representative of the online
population. Ages of respondents ranged from 14 to over 55. The survey
and related data modelling quantify consumer perceptions of digital
devices, content and services, purchasing patterns, preference and trust
in service providers, and the future of their connected lifestyles.