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Better Mobile Voice Experience Needed

Most voice command usage is on smartphones [91%], with close to half of smartphone owners using voice at least monthly. Local businesses and entertainment companies are the most likely to miss out if they do not optimize their voice-first experience. Getting directions [63%], making a call [60%] and playing music [56%] are the most widespread uses, with gaining access to retail ranking high: locating stores [40%] and learning store hours [32%].

Overall, daily voice command technology usage is routine for only a third of users, even though 70% have tried voice once at least once. Barriers to more widespread use include privacy concerns, poor experiences using voice control and limited ownership of Internet of Things smart devices. Fixing these issues will likely accelerate voice command usage.

  • User concerns over privacy are high [55%], limiting the appeal of voice.
  • Reported problems with usability or with accuracy are moderate[36%].
  • Low smart device ownership [Smart TV 34%, Smart Speaker 14% and Smart Home 9%]

Another factor in the limited adoption of voice is the lack of usage for more complicated voice command functions. Large, more complex activities could be profitably targeted for advanced voice controls especially for in the home and in the car uses.

  • Only 25% currently use voice for product searches or to control smart homes.
  • Television controls or reaching customer service are at 23% and 19% respectively.
  • Shopping has vast room for expansion: product reviews and searches for deals or new products are at 17, 14 and 10%.
  • Three-quarters already use voice at home, and almost two-thirds do so in their car.

Diverse, educated moms who are constantly online are the current power users of voice. They are more likely to use voice commands for multiple activities, across devices, and in different locations. Voice
experiences that help them be hands-free and work across devices are important to meet their needs.

  • More likely to use voice across locations [96% at home, 81% in the car and 82% at work].
  • Top uses include finding a movie [42%] and finding a store [45%].

Social Lens Research teamed with MocoSpace and response:AI to conduct an in-depth analysis of current voice command usage. The study was fielded among the MocoSpace community, who are more likely than the general population to be diverse, mobile dominant and connect daily. The MocoSpace community offers a representation of early adopters and the future adoption of emerging technology. The survey had 999 respondents, and the respondents were 44% White,
29% African American and 20% Hispanic. Of respondents, 93% owned a smartphone, 98% went online daily and 70% have used voice commands at least once.

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