Digital Voice Assistants Cannibalizing Smartphone Usage

What’s in a voice? Apparently, a lot for consumers are switching from smartphones to digital voice assistant devices for smart living.

The devices, powered by AI, are essentially standalone hardware that uses voice for navigation. Recent releases are smart enough to play music, turn on the heat and lights, and provide essential news.

According to Accenture’s Time to Navigate the Super Myway: Giving Consumers Exactly What They're Looking For report, these features are turning many consumers into fans. In turn, they are moving away from their smartphones for these tasks.

The online survey of 21,000 consumers in 19 countries revealed that 66% of consumers who own digital voice assistants use their smartphones for fewer applications at home. Sixty-four percent of the same consumers said they use their smartphones less for entertainment, 58% for online purchasing and 56% for general information searches.

“Digital voice assistant devices are challenging smartphones as the central hub for all activities in the home. 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,” David Sovie, global managing director of Accenture’s High Tech business said.

The survey noted that interest in digital voice assistant devices is increasing. It projected that more than double the number of consumers would buy these devices in 2018. It amounts to 39% of the online population in India, 37% in the US, 34% in Brazil, 33% in China, 26% in Germany, and 24%in the UK.

Satisfaction levels for these products are also increasing. Sixty-three percent of respondents said they are either using or interested in using a digital voice assistant device, with the 94% of current users either satisfied or very satisfied with these products.