Standalone voice assistants — or smart speakers — are one of the fastest-adopted technologies in U.S. history and have a 98 percent satisfaction rate among U.S. consumers, according to a new report from Accenture.
Half of online consumers globally now use digital voice assistants, with emerging markets leading the way in adoption, according to the report, based on a global survey of 22,500 consumers across 21 countries.
“Adoption and satisfaction with smart speaker technology is booming,” said Robin Murdoch, co-author of the report and managing director of Accenture’s global software and platforms industry practice, in a statement. “Convenience and accessible price points are helping drive increased use, but maintaining this loyalty will require companies to stay relevant with consumer needs while creating and constantly renewing trust.”
The report, “Reshape to Relevance,” also found 93% of consumers globally expect their home device purchases, such as smart TVs or computers, to easily integrate with their standalone smart speaker.
The relevance of smart speakers is reflected in consumers’ expectations to use these devices for more-advanced tasks beyond routine activities like voice calling, playing music or eBooks, and accessing news, according to the report. They see value in voice assistants managing home security (61% of respondents), providing connected home automation (59%), paying bills and providing payment alerts (55%) — even making restaurant reservations (53%) and providing access to virtual medical advice (52%), according to the report.
However, trust is a potential impediment to greater adoption of smart speakers, with 41% of consumers citing privacy concerns and 40% citing security concerns with the technology. The report found 46% of consumers believe they don’t have control of their data with voice assistants, and 58% are more likely to re-evaluate their trust in this service by continually checking how their information is being used.
“Consumers expect their smart speakers to handle complex workloads and integrate with other products,” said Greg Roberts, co-author of the report and managing director of Accenture’s North America high tech industry practice, in a statement. “Brands that offer advanced artificial intelligence capabilities will be well positioned for success. But to attract more customers, they will have to be transparent in how they store, use and share data. Establishing an agreed trust standard with consumers is essential.”