RESEARCH REPORT

In brief

In brief

  • The 2018 Accenture Digital Consumer Survey reveals continued demand and deeper interactions with standalone digital voice assistants (DVAs).
  • 11 percent own a standalone DVA today, and 20 percent plan to purchase one within the next 12 months.
  • A third of online consumers in several countries will own a standalone DVA by the end of 2018.
  • Three out of four standalone DVA owners use the device daily or several times per week and are mostly satisfied.


New findings from the 2018 Accenture Digital Consumer Survey of 21,000 online consumers across the globe reveal continued demand and deeper interactions with standalone DVAs.

Key findings

11 percent own a standalone DVA today, and 20 percent plan to purchase one within the next 12 months.

11%

Current Ownership

20%

Purchase in the next 12 months

A third of online consumers in several countries will own a standalone DVA by the end of 2018.

Current and projected ownership

While 21 percent of consumers in the US owns a standalone DVA, by the end of 2018 there should be more than 37 percent . In Brazil, now the ownership represents 13 percent and it’s expected to rise to 34 percent  in the same period. Same case in China where ownership means 14 percent and it will be 33 percent by the end of the year.

Three out of four standalone DVA owners use the device daily or several times per week and are mostly satisfied.

In general, 94 percent of standalone DVA owners are satisfied using their device daily or several times per week, while only 6 percent declared to be not satisfied or not at all satisfied.

Two out of three consumers who own standalone DVAs use their smartphone less.

Entertainment, online purchases, and search are all impacted by DVA usage.

79 percent of users between 14 to 17 years old use entertainment services less on smartphones while this happens on 62 percent of users between 18 and 34, 63 percent on users between 35 to 54, and in 57 percent of users from 55 years old to up.

Services impacted the most are dependent upon age. Teens are most likely to use entertainment services less, while those 18-34 and 35-54 are likely to make fewer purchases on their smartphone, and consumers 55+ do fewer searches on their smartphone after acquiring a standalone DVA.

Martin Stoddart

Principal Director – Webscale Services at Accenture


Paul Johnson

Global Research Lead - Software & Platforms industry

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