Two thirds of smart speakers owners use their smartphones less, according to a new study released today by Accenture.
And not just for listening to music.
The data, from a survey of 21,000 people in 19 countries, indicates that the Amazon Echo and Google Home are for general information — what’s the weather today — shopping as well.
“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),” Accenture says.
Projected ownership of smart speakers, which Accenture calls “Digital Voice Assistants,” is projected to hit almost 40% in the U.S. in 2018. Consumers in Mexico, Brazil, China, and India are also very interested in the new technology, with interest rates in the high to mid 30% range.
Smart speakers as a consumer electronics category grew more than 50% last year in all countries surveyed, Accenture says.
That makes sense, because 94% of all smart speaker owners said they were either satisfied or very satisfied with their purchases. And while marketing penetration is still low, 63% of all respondents said they wereeither using or interested in acquiring a smart speaker.
“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.”
Voice assistants get used more frequently in stand-alone form factors like smart speakers, the study says.
While Google Assistant, Siri, Alexa, and Cortana are all available on mobile devices, 69% of people people use them weekly. For smart speakers, that number jumps to 75%.
Apple had intended to release a smart speaker competitor to Google Home and Amazon’s Echo family of products before Christmas, but the HomePod has been delayed until some time in the first half of 2018.
Whether that’s just in time to catch a groundswell of consumer sales or too late to sell effectively against already-successful competitors remains to be seen.
The survey results are based on an Accenture survey of 21,000 representative respondents over the age of 14 in 19 countries, including Australia, Brazil, Canada, China, France, Germany, India, Italy, Japan, Mexico, The Netherlands, Poland, Singapore, South Africa, Spain, Sweden, The United Arab Emirates, The United Kingdom and the United States.
The survey was completed in October and November 2017.
Article By John Koetsier