Report: Parents & Families are Driving Voice Technology Adoption
New research conducted by Publicis Media finds that parents and families are using voice assistants to capture information and foster feelings of togetherness.
It’s no secret that voice is gaining traction, with the rising popularity of Amazon Echo and Google Home leading the way to greater adoption.
Publicis Media recently conducted a study to better understand which types of consumers are driving the growth, and they found that among voice technology’s biggest supports are families. To inform the research, Publicis interviewed 70 “highly engaged” voice assistant users in the U.S. and U.K. over the course of fourth months, gauged biometrics for 150+ U.S. participants, and consulted more than 20,000 public reviews for smart speakers.
Here’s what the study found:
- Parents rely on voice as a utility and as a connective tissue: Publicis found that key benefits involve enhancing parents’ problem-solving abilities in addition to enabling them to be more responsive and effective in addressing the needs of their children. They call this “family glue,” and noted that voice assistants create moments of togetherness in the home.
- The top use cases for voice assistants within family routines include checking for information around news, weather, traffic, and calendar items. More recently, Echo speakers can now function as intercoms, which will likely translate into additional communication uses for families.
- Voice shopping is not mainstream: Despite obvious ties between Amazon Echo and the e-commerce giant, as well as Google’s recent updates to product search, voice shopping is not a common activity at this time. This is due to incorrect orders, not being able to easily compare prices, and the lack of visual information.
- Voice has a strong impact on brand metrics: Voice experiences account for upticks in “unaided recall” that are twice as much as what other studies have indicated for television. Voice also leads to increases in “the value of contextual information about brands,” which creates more relevance and stronger memories.
What are the implications and takeaways for marketers to pocket from all of this? For one, there seem to be competing interests amongst voice users, or “catch-22 situation,” per Publicis. While users crave personalized experiences from their devices, they also remain skeptical due to how new voice is, and have concerns pertaining to their privacy.
Publicis also identified that users inherently have a low awareness when it comes to brand skills and services. As a solution, the company is encouraging brands to focus on developing their discovery strategies.
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