Welcome!

News Feed Item

Three-Quarters of US Consumers Have Used Voice Commands to Operate Digital Devices – GfK

Though they are breaking new ground in many ways, “digital home assistants” – such as Amazon Echo and Google Home – are also leveraging consumers’ proven comfort with using speech to operate digital devices.

New research from GfK shows that 76% of US consumers (ages 13 to 64) have used voice commands on any device. Within this group, 69% say they have used speech to operate a smartphone; tablets (21%), car radios and navigation (20%), PCs (18%), and TV sets (14%) registered much lower levels.

Click here & scroll down to view an infographic from this report.

Less than two years after introduction, digital home assistants (DHA) have yet to make more than a small dent in the US market, with just 11% of consumers saying they own either an Amazon Echo/Dot (10%) or Google Home (2%). And, among non-owners, intent to buy a DHA is low (just 3% are “very likely” to purchase one in the next year).

The findings come from GfK’s new “Commanding Media” report, one of an annual series of reports known as The Home Technology Monitor®. The study explores the general use of voice commands with technology devices, along with a deep dive into the usage of Amazon Echo and Google Home devices.

Click here to read a Smart Home blog post based on this report.

The report shows that almost half (46%) of those who own DHAs say they use the devices at least regularly, and two in ten (19%) turn to them “all the time.” Playing music is by far the most common application for the assistants, cited by two-thirds (63%) of DHA owners. (See list below.)

Top 10 ways people are using digital home assistants

1. Play streamed or downloaded music

2. Ask a question

3. Get news/weather/traffic

4. Get sports news

5. Control lights/thermostat/fans

6. Check/revise calendar/to do lists

7. Play videos

8. Search for/play podcasts

9. Read/compose emails/texts

10. Order products from Amazon or elsewhere

Source: “Commanding Media 2017,” GfK

“The use of voice opens up new relationships between consumers, device makers, voice service providers, and advertisers that will need to be carefully navigated,” said David Tice, SVP Consulting at GfK. “With these devices integrated so closely into their lives, consumers will be especially sensitive to false steps --whether it be violating the privacy of conversations, prioritizing search results based on payments, promotion of certain shopping services above others, or enabling intrusive advertising.”

The new study, “Commanding Media 2017,” is based on interviews with 1,012 members of GfK’s KnowledgePanel®, of which 108 were DHA owners. The report also includes:

  • brief details about voice command usage with smartphones, tablets, computers, and TVs/TV-connected devices
  • a user experience (UX) evaluation of DHA devices, with recommendations for the future
  • exploration of privacy and device compatibility issues among potential DHA buyers
  • profiles of active DHA users
  • in-depth descriptions of how the devices are being used
  • DHA user likes and dislikes

About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices.

For more information, please visit www.gfk.com/en-us or follow @GfK on Twitter.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The platform combines the strengths of Singtel's extensive, intelligent network capabilities with Microsoft's cloud expertise to create a unique solution that sets new standards for IoT applications," said Mr Diomedes Kastanis, Head of IoT at Singtel. "Our solution provides speed, transparency and flexibility, paving the way for a more pervasive use of IoT to accelerate enterprises' digitalisation efforts. AI-powered intelligent connectivity over Microsoft Azure will be the fastest connected pat...
There are many examples of disruption in consumer space – Uber disrupting the cab industry, Airbnb disrupting the hospitality industry and so on; but have you wondered who is disrupting support and operations? AISERA helps make businesses and customers successful by offering consumer-like user experience for support and operations. We have built the world’s first AI-driven IT / HR / Cloud / Customer Support and Operations solution.
ScaleMP is presenting at CloudEXPO 2019, held June 24-26 in Santa Clara, and we’d love to see you there. At the conference, we’ll demonstrate how ScaleMP is solving one of the most vexing challenges for cloud — memory cost and limit of scale — and how our innovative vSMP MemoryONE solution provides affordable larger server memory for the private and public cloud. Please visit us at Booth No. 519 to connect with our experts and learn more about vSMP MemoryONE and how it is already serving some of...
Darktrace is the world's leading AI company for cyber security. Created by mathematicians from the University of Cambridge, Darktrace's Enterprise Immune System is the first non-consumer application of machine learning to work at scale, across all network types, from physical, virtualized, and cloud, through to IoT and industrial control systems. Installed as a self-configuring cyber defense platform, Darktrace continuously learns what is ‘normal' for all devices and users, updating its understa...
Codete accelerates their clients growth through technological expertise and experience. Codite team works with organizations to meet the challenges that digitalization presents. Their clients include digital start-ups as well as established enterprises in the IT industry. To stay competitive in a highly innovative IT industry, strong R&D departments and bold spin-off initiatives is a must. Codete Data Science and Software Architects teams help corporate clients to stay up to date with the mod...
As you know, enterprise IT conversation over the past year have often centered upon the open-source Kubernetes container orchestration system. In fact, Kubernetes has emerged as the key technology -- and even primary platform -- of cloud migrations for a wide variety of organizations. Kubernetes is critical to forward-looking enterprises that continue to push their IT infrastructures toward maximum functionality, scalability, and flexibility. As they do so, IT professionals are also embr...
Platform9, the leader in SaaS-managed hybrid cloud, has announced it will present five sessions at four upcoming industry conferences in June: BCS in London, DevOpsCon in Berlin, HPE Discover and Cloud Computing Expo 2019.
At CloudEXPO Silicon Valley, June 24-26, 2019, Digital Transformation (DX) is a major focus with expanded DevOpsSUMMIT and FinTechEXPO programs within the DXWorldEXPO agenda. Successful transformation requires a laser focus on being data-driven and on using all the tools available that enable transformation if they plan to survive over the long term. A total of 88% of Fortune 500 companies from a generation ago are now out of business. Only 12% still survive. Similar percentages are found throug...
When you're operating multiple services in production, building out forensics tools such as monitoring and observability becomes essential. Unfortunately, it is a real challenge balancing priorities between building new features and tools to help pinpoint root causes. Linkerd provides many of the tools you need to tame the chaos of operating microservices in a cloud native world. Because Linkerd is a transparent proxy that runs alongside your application, there are no code changes required. I...
In his general session at 21st Cloud Expo, Greg Dumas, Calligo’s Vice President and G.M. of US operations, discussed the new Global Data Protection Regulation and how Calligo can help business stay compliant in digitally globalized world. Greg Dumas is Calligo's Vice President and G.M. of US operations. Calligo is an established service provider that provides an innovative platform for trusted cloud solutions. Calligo’s customers are typically most concerned about GDPR compliance, application p...
Modern software design has fundamentally changed how we manage applications, causing many to turn to containers as the new virtual machine for resource management. As container adoption grows beyond stateless applications to stateful workloads, the need for persistent storage is foundational - something customers routinely cite as a top pain point. In his session at @DevOpsSummit at 21st Cloud Expo, Bill Borsari, Head of Systems Engineering at Datera, explored how organizations can reap the bene...
"NetApp's vision is how we help organizations manage data - delivering the right data in the right place, in the right time, to the people who need it, and doing it agnostic to what the platform is," explained Josh Atwell, Developer Advocate for NetApp, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Druva is the global leader in Cloud Data Protection and Management, delivering the industry's first data management-as-a-service solution that aggregates data from endpoints, servers and cloud applications and leverages the public cloud to offer a single pane of glass to enable data protection, governance and intelligence-dramatically increasing the availability and visibility of business critical information, while reducing the risk, cost and complexity of managing and protecting it. Druva's...
Kubernetes as a Container Platform is becoming a de facto for every enterprise. In my interactions with enterprises adopting container platform, I come across common questions: - How does application security work on this platform? What all do I need to secure? - How do I implement security in pipelines? - What about vulnerabilities discovered at a later point in time? - What are newer technologies like Istio Service Mesh bring to table?In this session, I will be addressing these commonly asked ...
BMC has unmatched experience in IT management, supporting 92 of the Forbes Global 100, and earning recognition as an ITSM Gartner Magic Quadrant Leader for five years running. Our solutions offer speed, agility, and efficiency to tackle business challenges in the areas of service management, automation, operations, and the mainframe.