Marketer View on Importance of Voice App Presence by Surface

Marketers Favor Smartphones for Voice Apps but Big Companies Still Like Smart Speakers – New Report

Marketers are enthusiastic about the use of voice apps and voice assistants as a customer engagement channel based on new survey data released by Voicebot yesterday. There is also a distinct hierarchy in terms of what device surfaces marketers favor today. The differences become even more interesting when we segment out marketers from large businesses.

A survey of more than 300 marketers in the U.S. reveals that smartphones are viewed as the most important device surface for deploying voice apps. Smartphones were selected as important by 55.0% of marketers compares to 42.9% for the car and 39.9% for smart speakers. These “big three” surfaces for voice experiences were well ahead of wearable devices such as watches and earbuds (27.2%), home appliances (26.9%), and smart TVs (23.1%).  The rank order relationship of these surfaces aligns closely with the user base size of voice interactive devices available in the categories.

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Big Company Marketers Like Voice More and Smart Speakers More

When you segment out marketers from larger companies with at least 500 employees (many of which have over 10,000 employees in the survey group), the numbers rise for each surface in terms of importance while the relative differences remain about the same. The only notable difference is that smart speakers rise to second most important at 49.5% compared to automobiles in third with 44.6%.

However, when you segment out these larger companies that are consumer brands, an interesting nuance is revealed. For brand marketers, smartphones and smart speakers are viewed as equally important at 58.9%. Brand marketers at larger companies are more interested in using voice apps to engage consumers across every device category. They are also the most bullish about smart speakers by a large margin compared to their peers in other industries.

Although smart speaker user growth has flattened, brand marketers still see promise in utilizing these unique touchpoints for consumer engagement in the home. This aligns closely with the positive sentiment brand marketers have about the promise of voice commerce.

New Report About the State of Voice Tech and Marketing

For more data and insights like this, check out Voicebot’s latest report on the use of voice assistants and voice apps for engaging consumers, The State of Voice Assistants as a Marketing Channel 2021. The report includes over 30 pages of analysis, 25 charts, and dozens of other data points. Some of the charts in the report include:

  • Marketer Optimism About Voice Product Search 2019-21
  • Marketer Optimism About Voice Commerce 2019-21
  • Marketer View of Which Consumer Assistant Has the Most Potential Today 2019-21
  • Brand and Enterprise Marketer View of Consumer Voice Assistant with the Most Potential Today
  • Marketer View of Which Voice Assistant Has the Most Long-term Potential 2019-21
  • Relative Share of Voice Assistants Adopted by Marketers 2019-21
  • Types of Voice Apps Launched by Marketers 2019-21
  • Brand Marketer Voice App Objectives 2019-21
  • Marketer Expectations for Voice App Budgets 2019-21
  • Voice App Investments Change by Year 2019-21 (breakout by Amazon Alexa, Apple Siri, Google Assistant, Samsung Bixby, Owned Custom Assistants)
  • Enterprise Marketer Drivers of Voice Assistant Budgets
  • Frequency of Vendor Evaluation and Selection for Custom Voice Assistants
  • Technology Selection Criteria for Owned Custom Assistants
  • Where Marketers are Deploying Voice Capabilities to Engage Customers
  • Marketer Objectives for Building Custom Voice Capabilities and Assistants
  • Marketers’ Voice App Sonic Branding Choices 2019-21
  • Marketers with a Sonic/Audio Branding Strategy 2019-21
  • …and many more

This is the only report of its kind in evaluating the breadth and depth of marketer sentiment and activities related to voice apps and voice assistants.

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Marketers Assign Higher Importance to Voice Assistants as a Marketing Channel in 2021 – New Report

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