October 12, 2017 David Kaplan

Over 60 Million People In The U.S. Will Use Voice-Enabled Assistants On A Monthly Basis This Year

Approximately 60.5 million of U.S. consumers will use voice-enabled assistants monthly or more often this year, according to an eMarketer forecast — and the heaviest usage occurs on voice-enabled speakers powered by these intelligent assistants, such as Amazon Echo and Google Home.

The fact that 65 percent of smart speaker owners use their smart speaker’s assistant daily or multiple times weekly isn’t surprising — and marketers are beginning to understand the importance of ensuring that their brand is represented when users ask their assistants to carry out tasks from “order dish soap on Amazon” to “call me a car.”

But more “novel” uses for the technology has yet to catch up to adoption as a whole, according to eMarketer’s research: Most of the skills and apps for smart speakers downloaded by consumers are not used again after two weeks.

Do Skills Work At All?

This isn’t to say that brands should explore the idea of creating skills for these devices: For example, to promote its year-old Patrón Cocktail Lab, Patron enabled its “Patrón skill” in the Alexa app on Amazon Alexa voice-enabled devices, allowing users can ask for cocktail recommendations, recipes and tips — everything from the perfect brunch recipe to the proper way to shake and strain a cocktail.

The liquor marketer launched the effort concurrently with turning to Foursquare for targeted ads — and while execs wouldn’t reveal sales figures, VP of marketing Adrian Parker said that Patrón’s business saw “double-digit growth.”

Additionally, even if such a skill isn’t widely used after two weeks, it can still generates value for the brand loyalists who stick with it — as well as showing that the brand has a presence on a platform that consumers are relying on to power more and more aspects of their daily lives.

That said, given current usage trends, marketers may do well to first focus their energy instead on improving their listings and data such that they show up in the knowledge graph. As consumers make more searches by voice expecting these kind of structured answers, the importance is only growing — and brands who prepare now will be ready for the next phase of connected intelligence.

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