{"id":9238,"date":"2018-01-18T11:45:34","date_gmt":"2018-01-18T16:45:34","guid":{"rendered":"https:\/\/digitalmainstreet.ca\/?p=9238"},"modified":"2018-01-15T13:55:10","modified_gmt":"2018-01-15T18:55:10","slug":"ok-marketers-heres-people-saying-voice-activated-speakers","status":"publish","type":"post","link":"https:\/\/digitalmainstreet.ca\/fr\/ok-marketers-heres-people-saying-voice-activated-speakers\/","title":{"rendered":"OK, marketers: Here\u2019s what people are saying about their voice-activated speakers"},"content":{"rendered":"
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f you\u2019ve spent any time online or watching TV in the last couple of months, you\u2019ve undoubtedly seen ads for voice-activated speakers. Spots for the Google Home Mini and Amazon Echo Dot were in particularly heavy rotation as holiday marketing heated up. And if the holiday season is any indication, more people than ever will be using voice-activated speakers in 2018.<\/p>\n

We were interested to know why and how consumers are using their new devices, so we surveyed over 1,500 people who own Google Home or Amazon Echo voice-activated speakers. The data is telling. It indicates that people\u2019s relationship with\u00a0technology is shifting\u2014fast<\/a>.<\/p>\n

To get a deeper understanding, we conducted in-home ethnographies with voice-activated speaker owners.1<\/sup>\u00a0What we found is that people are not only learning how to use the devices, they\u2019re weaving them into their lives and daily routines. And in some instances, they\u2019re forging a new kind of bond with technology, one that\u2019s often much more personal than in the past.<\/p>\n

A more natural relationship<\/h2>\n

As more and more people invite assistive technology into their lives and integrate it into their homes, many expect a more seamless and efficient experience. And these speakers are making that possible.<\/p>\n

\u201cVoice is a more natural way of interacting than typing and using your thumbs,\u201d one person told us.<\/p>\n

In fact, being able to talk to the device is also leading to a more personal relationship with technology.<\/p>\n

We were surprised to find that despite the newness of the technology, many people are already quite comfortable with it. Fifty-three percent of people who own a voice-activated speaker said it feels natural speaking to it, with many saying it feels like talking to a friend.2<\/sup>\u00a0Several respondents told us they\u2019re saying \u201cplease\u201d and \u201cthank you\u201d to their devices\u2014something we\u2019ve also seen in Google Home queries.<\/p>\n

But it goes beyond \u201cplease\u201d and \u201cthank you.\u201d “My kids have a dialogue with our [voice-activated speaker] and even say ‘sorry' to her,” one person said.<\/p>\n

\u201cI\u2019d call it an \u2018e-lative,\u2019 like an electronic relative,\u201d said another.<\/p>\n

In the moment<\/h2>\n

People have also noticed that being able to talk to their voice-activated speaker doesn\u2019t pull them out of the moment.<\/p>\n

\u201cIt\u2019s a good option for moving away from screen time. A different way to get information and not be glued to a screen,\u201d one person told us.<\/p>\n

That\u2019s one reason the majority of owners place their devices in common areas like living rooms and the family den.<\/p>\n

“It becomes more interactive and it's less of you pulling out your phone. You don't have to pull away from your conversation. It's not me looking it up, ignoring everything else being said. It's like we're all kind of here,” another person told us.<\/p>\n

The daily routine<\/h2>\n

From alarms to calendar reminders, people have been using mobile devices as part of their day-to-day lives for some time now. But even here we\u2019re seeing people drawn to voice-activated speakers because the devices allow them to get many of those things done in a shorter amount of time.<\/p>\n

In fact, one of the top reasons people use the device is because it allows them to more easily multitask.<\/p>\n

\u201cI can get my news while I\u2019m doing something in the morning,\u201d one person told us. \u201cYou can get sports updates while you\u2019re doing something else. It gives me more time or saves me time.\u201d<\/p>\n

Another person told us that the \u201cfirst thing\u201d he does when he wakes up is say \u201cturn on morning,\u201d which \u201copens the blinds, turns on NPR, and turns on the lights.\u201d<\/p>\n

“It becomes a device that isn't a device anymore,\u201d said yet another. \u201cIt's an entity in your life that's always behind the scenes for things you need. It hasn't let me down.”<\/p>\n

A personal shopper<\/h2>\n

Getting the things you need, of course, requires shopping. And as people go about their daily routines, they are testing the waters with buying things through their devices.<\/p>\n

In fact, one respondent said the ability to purchase things made it feel more like an actual assistant. \u201cI went from asking it questions to now it's sending me actual products. Way more involved, way more real,\u201d he said.<\/p>\n

Some of them even have suggestions for brands and weren\u2019t shy about their expectations.<\/p>\n

\u201cIt should be able to predict what I\u2019d want and help me execute it. Like, \u2018Hey! It\u2019s taco Tuesday, your basket is ready with all the ingredients,\u2019\u201d said one.<\/p>\n

\u201cIf I\u2019m asking the device for concert tickets, that\u2019s an opportunity for it to say \u2018Ticketmaster has tickets,\u2019\u201d said another.<\/p>\n

In other words, consumers are open to brand messaging on their devices as long as it feels native to the experience. Brands, of course, will have to proceed with the usual caution.<\/p>\n

\u201cThere\u2019s a line between evasiveness and pervasiveness,\u201d said one respondent. How not to cross the line? It \u201chas to be useful.\u201d<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n