Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept and close

UK Voice Control: Inc Impact of COVID-19 Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Voice Control: Inc Impact of COVID-19 - UK market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

Voice control looks set to play an increasingly prominent part in the lives of consumers as growth in the use of devices such as smart speakers, connected wearables and other smart household devices will underscore the use of voice in a diverse range of situations. Despite the negative impact that COVID-19 will have on technology purchasing across the board, people will be spending more time at home, increasing the number of interactions they have with the likes of Alexa and Google Assistant in what is still by far the preferred environment for use of voice.

All reports purchased from the Mintel Store now come with free access to our COVID-19 Global Insights Hub, allowing you to understand how industries and consumer behaviour is changing worldwide.


What does the COVID-19 Global Insights Hub give you access to?

  • Over 450 pieces of research (with more published each week) addressing markets across the globe.
  • Discover how people in countries at different stages of the crisis are adjusting to the 'new normal'.
  • Trending industries which have seen growth due to the changes in circumstance.
  • Our latest consumer research surveys, allowing you to see customers views right now.

Expert analysis from a specialist in the field

Written by Joe Birch, a leading analyst in the Technology sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Voice is becoming an increasingly important way for brands to create interactions with consumers across key parts of their lives, from information gathering to smart home control and, increasingly, for purchasing. Although COVID-19 will see people put new technology purchases on hold, people will be spending more time at home, the environment in which they are most comfortable interacting with their digital assistants, laying a strong foundation for future growth Joe Birch
Technology Analyst

mintelcontainerpage
83087
1995.0000
593
2020-05-29T00:00:00+0000
7
581
615
637
633

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Products covered in this Report
        • Executive Summary

            • The market
              • Smart speakers could reach one in two homes by 2023
                • Voice’s influence will be seen in the smart home and wearable categories
                  • Promising signs emerging of voice powering purchasing
                    • In-car use of voice control can be a key moment
                      • Gains in AI capabilities can propel voice control’s potential longer term
                        • Impact of COVID-19 on Voice Control
                          • Figure 1: Expected impact of COVID-19 on Voice Control, short-, medium- and long-term, [1 June 2020]
                        • Companies and brands
                          • Google introduces new services and capabilities for Assistant
                            • Amazon announces new devices for Alexa
                              • Facebook pushes its Portal device in time of lockdown
                                • Samsung eyes retail partnerships to raise Bixby’s profile
                                  • The consumer
                                    • Use of voice sees steady growth
                                      • Figure 2: Historical use of voice commands to control a device April-17 to January-20
                                    • Voice controlled smart speaker ownership hits nearly one in four households
                                      • Figure 3: Ownership of voice-controlled smart speakers, April 2018-January 2020
                                    • Across the board, non-users struggle to see the benefit of voice technology for them
                                      • Figure 4: Non-users of voice commands – reasons for not using the technology, January 2020
                                    • Smart speakers overtake smartphones as the primary interface for users of voice control
                                      • Figure 5: Devices used with voice control, June 2019 and January 2020
                                    • Amazon Echo still dominates the market
                                      • Figure 6: Smart speaker usage by brand, January 2020
                                    • Playing music and basic information searches still dominate in usage activities
                                      • Figure 7: smart speaker activities, January 2020
                                    • Consumers currently find assistants helpful, though more can be done in promoting discovery
                                      • Figure 8: Attitudes to voice assistants January 2020
                                    • What we think
                                    • The Impact of COVID-19 on Voice Control

                                      • Short-, medium- and long-term impact on the industry
                                        • Figure 9: Expected impact of COVID-19 on Voice Control, short-, medium- and long-term, [27 April 2020]
                                      • Opportunities and Threats
                                        • Voice could have greater purpose under lockdown
                                          • Providing a quick fix for new routines
                                            • Lockdown could be more conducive to repeat purchasing through voice
                                              • Voice can play a key role in consumer tech brands’ push into healthcare
                                                • Voice can help open up services to the isolated and disadvantaged
                                                  • Shifts in consumer behaviour
                                                    • Growing health concerns could promote less tactile interactions
                                                      • Figure 10: Concern of being exposed to the coronavirus 30 April, 2020 Mintel tracker
                                                    • Isolated people relying more on tech
                                                      • Looking to tech for local information
                                                        • Impact on key consumer segments
                                                          • Voice speaker purchases may plateau in the short term for younger audiences
                                                            • Higher income households are interested in voice and can spend on little luxuries
                                                              • Families can rely on their assistants to take some of the strain
                                                                • How a COVID-19 recession will reshape the market
                                                                  • Device sales will be suppressed…
                                                                    • …but resilient groups could be warm targets
                                                                      • Drawing parallels with other technologies can help predict the impact on voice
                                                                        • Figure 11: Value of mobile phone sales, 2008-13
                                                                      • Impact on the marketing mix
                                                                        • Lack of in-store access could stall higher-end smart speaker sales
                                                                          • Lockdown offers potential to reach disconnected families
                                                                            • Figure 12: Advertising spend for connected home products 1 March 2020- 19 May 2020
                                                                          • COVID-19: Market context
                                                                          • Issues and Insights

                                                                            • Voice can build on simple interactions to prove its value in commercial applications
                                                                              • The facts
                                                                                • The implications
                                                                                  • Voice can work hand-in-hand with other new technologies to evolve out-of-home
                                                                                    • The facts
                                                                                      • The implications
                                                                                      • The Market – What You Need to Know

                                                                                        • Amazon drives smart speaker market
                                                                                          • Smart speakers could reach one in two homes by 2023
                                                                                            • Voice’s influence will be seen in the smart home and wearable categories
                                                                                              • In-car use of voice control can accelerate wider use of the technology
                                                                                                • Signs of growing consumer confidence in purchasing via voice
                                                                                                  • Increased visibility for brands via voice
                                                                                                    • Concerns about privacy can hamper voice’s potential
                                                                                                      • Advancements in AI capabilities can propel voice control’s potential in the longer term
                                                                                                      • Market Overview

                                                                                                          • Voice platforms and ecosystems
                                                                                                            • Amazon Alexa and Echo devices
                                                                                                              • Google Assistant and Google Home/Nest
                                                                                                                • Siri and Apple HomePod
                                                                                                                  • Samsung Bixby
                                                                                                                    • Microsoft Cortana
                                                                                                                      • Voice-controlled smart speakers
                                                                                                                        • Speakers now in one in four homes
                                                                                                                          • Organic discovery will continue to fuel further growth
                                                                                                                            • Accessible pricing means low barriers to entry and multiple device ownership
                                                                                                                              • Smart speakers with high-end audio capabilities getting the voice treatment
                                                                                                                                • Voice in smartphones, tablets and PCs
                                                                                                                                  • Siri paves the way for voice on demand
                                                                                                                                    • Google Assistant leads the way in Digital Assistant IQ test on Smartphones
                                                                                                                                      • Figure 13: Questions answered correctly by category of digital assistants July 2019
                                                                                                                                    • Voice in the smart home
                                                                                                                                      • Voice’s interaction with smart home devices set to unlock occasions for interaction
                                                                                                                                        • Amazon’s Alexa everywhere vision key to driving growth
                                                                                                                                          • Voice in wearable technology
                                                                                                                                            • Smartwatches driving voice in the wearables market
                                                                                                                                              • Hearables broaden out-of-home voice possibilities
                                                                                                                                                • Voice and AR in smart glasses could be a powerful combination
                                                                                                                                                  • Voice in the car
                                                                                                                                                    • In-car interfaces key in driving a behaviour change
                                                                                                                                                    • Market Drivers

                                                                                                                                                      • Promising signs for voice’s potential in making purchases
                                                                                                                                                        • The advertising landscape for voice platforms
                                                                                                                                                            • Figure 14: Amazon Music paid media opportunities 2019-2020
                                                                                                                                                          • …but in-skill purchasing paves way for developers to generate revenue
                                                                                                                                                            • Voice could play a part in assisted living with older demographics
                                                                                                                                                              • Figure 15: Age structure of the UK population, mid 2018 and mid 2043
                                                                                                                                                            • UK and Local Government look to use technologies in providing elderly care
                                                                                                                                                              • Personalised experiences, compatibility and sentient voice experiences look set to power discovery
                                                                                                                                                                • Next generation AI powered chatbots indicate future of personal assistants
                                                                                                                                                                  • Privacy concerns fuel consumer wariness around voice technology
                                                                                                                                                                    • Figure 16: Attitudes towards data privacy March 2020
                                                                                                                                                                  • Strides in Artificial Intelligence can help shape the user experience
                                                                                                                                                                    • Social platforms providing voice activated commerce opportunities
                                                                                                                                                                      • Figure 17: Snapchat AR lens promoting DC Comics film Shazam April 2019
                                                                                                                                                                    • Filing of patents relating to voice indicates the scope of future services
                                                                                                                                                                      • Sentiment analysis will lead to more nuanced conversations
                                                                                                                                                                        • In-game advice on the cards
                                                                                                                                                                          • Voice looks set to power innovations in gaming and entertainment
                                                                                                                                                                            • Tech Giants collaborate on Project Connected Home over IP
                                                                                                                                                                            • Companies and Brands – What You Need to Know

                                                                                                                                                                              • Google introduces new services and capabilities for Assistant…
                                                                                                                                                                                • …and announces new smart home partnerships
                                                                                                                                                                                  • Apple updates its CarPlay features
                                                                                                                                                                                    • UK Government adds official advice to Alexa and Google Assistant
                                                                                                                                                                                      • Amazon targets high end speaker market with release of Echo Studio
                                                                                                                                                                                        • Samsung Announces new Galaxy Buds+
                                                                                                                                                                                        • Launch Activity and Innovation

                                                                                                                                                                                          • Advancements in AI look to power next generation voice companions
                                                                                                                                                                                            • Q, the world’s first genderless voice, launches in 2019
                                                                                                                                                                                              • Amazon’s Alexa to offer NHS healthcare advice
                                                                                                                                                                                                • More advanced health features are in the pipleline
                                                                                                                                                                                                  • BBC to launch its own digital voice assistant…
                                                                                                                                                                                                    • ...and launches interactive news bulletins on smart speakers
                                                                                                                                                                                                      • YouTube launches free music streaming service on Google Home
                                                                                                                                                                                                        • Google introduces new services and capabilities for Assistant
                                                                                                                                                                                                          • Smart speakers as storytellers
                                                                                                                                                                                                            • Developers target in-car situation as a key voice situation
                                                                                                                                                                                                              • Amazon partners with high end car manufacturers to offer Alexa voice assistant in vehicles
                                                                                                                                                                                                                • Apple updates in-car interface CarPlay with iOS 13
                                                                                                                                                                                                                  • GDS adds 12,000 pieces of information to Alexa and Google Assistant
                                                                                                                                                                                                                    • Amazon adds high-end audio capabilities with the launch of Echo Studio
                                                                                                                                                                                                                      • …and launches a suite of technologies to push Alexa further into consumers lives
                                                                                                                                                                                                                        • Digital payments can help foster commerce opportunities
                                                                                                                                                                                                                          • Vodafone lets customers make phone calls via Alexa
                                                                                                                                                                                                                            • New Assistant functionality for Assistant at CES 2020
                                                                                                                                                                                                                              • Assistant to be embedded across in-home devices
                                                                                                                                                                                                                                • Facebook looks to crowdsource development of its speech recognition engine
                                                                                                                                                                                                                                  • Samsung eyes retail partnerships to raise Bixby’s profile
                                                                                                                                                                                                                                    • Galaxy Buds+ arrive
                                                                                                                                                                                                                                    • The Consumer – What You Need to Know

                                                                                                                                                                                                                                      • Use of voice sees steady growth
                                                                                                                                                                                                                                        • Voice controlled smart speaker ownership hits nearly one in four households
                                                                                                                                                                                                                                          • Across the board, non-users struggle to see the benefit of voice technology for them
                                                                                                                                                                                                                                            • Smart speakers overtake smartphones as the primary interface for users of voice control
                                                                                                                                                                                                                                              • Increasing voice use via wearables amongst key demographics
                                                                                                                                                                                                                                                • Amazon Echo still dominates the market
                                                                                                                                                                                                                                                  • Consumers still more comfortable using voice in the home
                                                                                                                                                                                                                                                    • In-car moments can be key for voice
                                                                                                                                                                                                                                                      • Playing music and basic information searches still dominate in usage activities
                                                                                                                                                                                                                                                        • Ease of use and product quality feature highly in product considerations
                                                                                                                                                                                                                                                        • Smart Speaker Ownership and Use of Voice

                                                                                                                                                                                                                                                          • Use of voice sees steady growth
                                                                                                                                                                                                                                                            • Figure 18: Historical use of voice commands to control a device April-17 to January-20
                                                                                                                                                                                                                                                          • Voice controlled smart speaker ownership hits nearly one in four households
                                                                                                                                                                                                                                                            • Figure 19: Ownership of voice-controlled smart speakers, April 2018-January 2020
                                                                                                                                                                                                                                                          • Ownership skews younger but older generations are engaged
                                                                                                                                                                                                                                                            • Lowest-income households significantly less likely to own
                                                                                                                                                                                                                                                              • Families are key targets
                                                                                                                                                                                                                                                              • Barriers to Using Voice Control

                                                                                                                                                                                                                                                                • Across the board, non-users struggle to see the benefit of voice technology for them
                                                                                                                                                                                                                                                                  • Concerns about privacy still a factor in voice use
                                                                                                                                                                                                                                                                    • Figure 20: Non-users of voice commands – reasons for not using the technology, January 2020
                                                                                                                                                                                                                                                                  • Reasons for not using voice can be multifaceted
                                                                                                                                                                                                                                                                  • Interest in Future Use of Voice Control for Non-users

                                                                                                                                                                                                                                                                    • Nearly half of non-users express no interest in using voice control in the future
                                                                                                                                                                                                                                                                      • There to be convinced
                                                                                                                                                                                                                                                                        • A personal touch can make voice relatable for the currently disinterested
                                                                                                                                                                                                                                                                          • Figure 21: Interest in using voice commands to control a device in the future January 2020
                                                                                                                                                                                                                                                                      • Devices Used with Voice Control

                                                                                                                                                                                                                                                                        • Smart speakers overtake smartphones as the primary interface for users of voice control
                                                                                                                                                                                                                                                                          • Increasing voice use via wearables amongst key demographics
                                                                                                                                                                                                                                                                              • Figure 22: Devices used with voice control, June 2019 and January 2020
                                                                                                                                                                                                                                                                          • Smart Speaker Brand Ownership

                                                                                                                                                                                                                                                                            • Amazon Echo still dominates the market
                                                                                                                                                                                                                                                                              • Amazon responding to competitors’ points of difference…
                                                                                                                                                                                                                                                                                • …but opportunities remain for specialist brands to make an impression
                                                                                                                                                                                                                                                                                  • Figure 23: Smart speaker usage by brand, January 2020
                                                                                                                                                                                                                                                                              • Locations for Voice Control Use

                                                                                                                                                                                                                                                                                • Consumers still more comfortable using voice in the home
                                                                                                                                                                                                                                                                                  • In-car moments can be key for voice
                                                                                                                                                                                                                                                                                    • In-car presents a unique platform for voice to display its usefulness
                                                                                                                                                                                                                                                                                      • Figure 24: Locations of voice control use January 2020
                                                                                                                                                                                                                                                                                  • Smart Speaker Activities

                                                                                                                                                                                                                                                                                    • Playing music and basic information searches still dominate in usage activities
                                                                                                                                                                                                                                                                                      • Families taking the opportunity to save time and effort
                                                                                                                                                                                                                                                                                        • Food delivery could be better suited to voice purchasing
                                                                                                                                                                                                                                                                                          • fmcg will be the starting point for voice-led retail propositions
                                                                                                                                                                                                                                                                                            • Personalisation of experience will increase voice’s potential
                                                                                                                                                                                                                                                                                              • Comparison sites with richer voice interaction could save consumers time and money
                                                                                                                                                                                                                                                                                                • Local search will play a role in unlocking voice potential
                                                                                                                                                                                                                                                                                                  • Voice retail will need to overcome consumer concerns on privacy
                                                                                                                                                                                                                                                                                                      • Figure 25: smart speaker activities, January 2020
                                                                                                                                                                                                                                                                                                  • Smart Speaker Purchase Drivers

                                                                                                                                                                                                                                                                                                    • Ease of use and product quality feature highly in product considerations
                                                                                                                                                                                                                                                                                                      • Ethical credentials can help brands set themselves apart
                                                                                                                                                                                                                                                                                                        • Differentiation is crucial as consumers choose their ecosystem
                                                                                                                                                                                                                                                                                                          • Figure 26: Factors influencing consumer decision making for smart speakers January 2020
                                                                                                                                                                                                                                                                                                      • Attitudes to Smart Speakers

                                                                                                                                                                                                                                                                                                        • Consumers currently find assistants helpful, though more can be done in promoting discovery of functionality
                                                                                                                                                                                                                                                                                                          • Appetite for instruction among busy households and full-time workers
                                                                                                                                                                                                                                                                                                            • Voice has a visibility problem for marketers
                                                                                                                                                                                                                                                                                                              • Screen-based speakers will help make voice shopping more appealing
                                                                                                                                                                                                                                                                                                                • Promoting localised deals and offers can bring useful personalisation
                                                                                                                                                                                                                                                                                                                  • The sensory nature of voice can be elevated for impact
                                                                                                                                                                                                                                                                                                                    • Figure 27: Attitudes to voice assistants January 2020
                                                                                                                                                                                                                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                                                                                                                                                                                                    • Abbreviations
                                                                                                                                                                                                                                                                                                                      • Consumer research methodology

                                                                                                                                                                                                                                                                                                                      About the report

                                                                                                                                                                                                                                                                                                                      This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                                                                                                                                                                                                                                      • The Consumer

                                                                                                                                                                                                                                                                                                                        What They Want. Why They Want It.

                                                                                                                                                                                                                                                                                                                      • The Competitors

                                                                                                                                                                                                                                                                                                                        Who’s Winning. How To Stay Ahead.

                                                                                                                                                                                                                                                                                                                      • The Market

                                                                                                                                                                                                                                                                                                                        Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                                                                                                                                                                                                                                      • The Innovations

                                                                                                                                                                                                                                                                                                                        New Ideas. New Products. New Potential.

                                                                                                                                                                                                                                                                                                                      • The Opportunities

                                                                                                                                                                                                                                                                                                                        Where The White Space Is. How To Make It Yours.

                                                                                                                                                                                                                                                                                                                      • The Trends

                                                                                                                                                                                                                                                                                                                        What’s Shaping Demand – Today And Tomorrow.

                                                                                                                                                                                                                                                                                                                      Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

                                                                                                                                                                                                                                                                                                                      Description