180918 hello 1 Methodology recap 2 Quick fire summary 3 Consumer Attitudes to Voice 4 Uses of Voice 5 News and Voice 6 Future Thinking 7 Deep Dive into Each Market Appendices methodology ID: 748908
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Slide1
The Future of Voice
Qualitative Research Debrief
18.09.18Slide2
hello
1. Methodology recap
2. Quick fire summary
3. Consumer Attitudes to Voice
4. Uses of Voice
5. News and Voice
6. Future Thinking
7. Deep Dive into Each MarketAppendicesSlide3
methodologySlide4
A recap of the rationale
…
Very little is known about how voice tech devices are used
Very little is known about how news works in this environment
Barriers to voice usage lack in research and explorationSlide5
We looked at 3 markets
UK - London
US
–
New York
Germany - Berlin
4 x in home ethno + 2 x focus groups
4 x in home ethno + 2 x focus groups2 x focus groups
M
oderated by Differentology
M
oderated in local language by
trusted partners, viewed
with simultaneous translation by DifferentologySlide6
Our sample
4 x 2 hour in-home
ethno-depths
in the UK and the US
In both UK and US
All to be early adopters of voice tech
All to be heavy voice consumersAll to be heavy news consumers2 respondents accessing news through voice tech
2 respondents not accessing news through voice tech1 x Pre Family, 2 x Family, 1 x Empty Nester (TBC)Spread of gender and SEG6 x early adopters of voice technology50% medium usage50% heavy usageSpread of gender and SEGAll heavy news consumers50% using voice tech for news50% not using voice tech for news
2x 2-hour Face-to-Face Focus groups in all 3 markets
6 x non-users of voice technology
50% own voice tech device but not using
Spread of gender and SEGAll heavy news consumers
All early adopters of
technology
Users
of VAT
Non-Users
for NewsSlide7
SummarySlide8
So what does it all boil down to
…
People feel oversaturated & overwhelmed with media (and news)
News cycle feels frantic and fragmented
–
no longer based around common occasions
Screen time dominates and distracts with consumers actively turning off notifications
Voice tech allows consumers to cut down screen time
It’s smooth, fast, simple to use and causes far fewer distractions!
This opens up a new, useful news occasion
–
daily briefings!
…
Bringing back a regular news round up and daily shared rhythmSlide9
So what does it all boil down to
…
News radio
Podcasts
Long form content
Have a well-defined role, fitting nicely into a routine
Daily briefings
Breaking News
Feel a force-fit for the technology as-isSlide10
Consumer
Attitudes Slide11
U
sers identified 4 key benefits to VAT
This was consistent across the UK, USA and Germany
Smooth
Thrill
Useful
Speed
Making tasks ‘smoother’ / reducing frictionThrill / satisfaction of feeling ‘futuristic’
Enabling new, useful behaviours
Making tasks quickerSlide12
Checking the weather
Playing music
Replacing the Google Search bar
Switching on the radio
Primarily
…
.
Ultimately VAT makes everyday tasks easier
Existing behaviours are made easier as VAT replaces the ‘job’ done by
something else.
In these cases, VAT isn’t generating any new
routines
–
just making existing ones easier and better
And sometimes
…
Compiling a shopping list
Reading instructions (e.g. while cooking)
Reading my diarySlide13
Ultimately VAT makes everyday tasks easier
On
the Google Home I just check if I need to bring an umbrella with me
.
“
”
I
tend to listen to the Echo in the morning, that’d be where I’d be making lunches, whatever, so it would be music. “”
It can tell me… if I’m going to go to a tennis lesson, alright, what traffic is en route, so it can tell me that.
“
”
I
use it for recipes and finding out information, directions, everything and just silly
things.
“
”
Users, UK
Users, UK
Users, UK
Users, UKSlide14
Ultimately VAT makes everyday tasks easier
I
use it when I discover a new word.. I don’t have to page through a dictionary, I just ask right
away.
“
”
I
quite like it while I’m cooking… I don’t have to wipe my hands to unlock my phone to see the next bit [of the recipe].“”I
mean one example is like if I’m cooking… So that voice command thing is so convenient at times.
“
”
I
set my alarm, which I used to always do with my iPhone, now I did it more
Alexa
.
”
“
Users, Germany
Users, UK
Users, US
Users, USSlide15
It’s starting to enable new behaviours
L
istening at times where there was previously no news consumption A tangible benefit: feeling better informed and entertained straight away
without checking a screen
Listening to flash briefings
Entertaining children or pets
Dictating notes
Play is
a big new benefit, particularly for children who use VAT more instinctively
Play mentioned much more in the UK and US than Germany, and more limited to families
Heaviest users are starting to find uses for work, including dictating notes
Still in its infancy
–
and even keen users think this will stay limited to private working space
VAT is
only changing daily
routines (beyond novelty)
for the
heaviest
users
–
for most, it’s just replacing or supplementing existing onesSlide16
It’s starting to enable new behaviours
“I listen to short news in the morning and the evening.”
Users, Germany
“I wouldn’t want to hear an entire three-page article being read by Alexa… Brief and concise is cool.”
Users, Germany
Listening to flash briefings
Entertain children or pets
Dictating notes
“I
use a piece of software called
Evernote
, quite extensively for my council
stuff
…
you
can add voice or text notes through there, which is quite useful
.”
Ethno, UK
“The
kids use the joke
function
just for fun, really.”
Users, UKSlide17
VAT is a highly
passive experience
S
taying in the background is central to the appeal of speakers, answering instantly but not intruding
The UX keeps friction to an absolute minimum compared to screens or buttons – but also gives the user total control in the relationship
It’s the technology I own which doesn’t ask for my attention all the time.Users, Germany
It makes me feel much more in control.
Ethno, UK
Users in all markets had personal or second-hand stories of devices speaking
unwanted:
not enough to stop using it, but definitely a concern and something they want eliminated
[
Alexa] can just go off
randomly
… people have been scared and left
.
Ethno,
UK
“
”
”
“
“
”Slide18
Consumers see this as a positive
I would never want it just to start speaking to me. Because your home is supposed to be your haven, right
?
”
“
I definitely don’t want it piping up of its own accord.
Users, UK
“
”
My
assumption the whole time is that I tell her what to do. I tell her, when I want
to.
Germany,
non-users
”
“
You don’t
know it’s there and it’s in a corner room,
and
when you need it, it’s
there.
Users, UK
“
”
Ethno, USSlide19
But
being passive does limit
utility
VAT devices afford less opportunity to stumble across new & useful behaviours.It reduces exploration and novelty-seeking compared
to smartphone use, which rapidly took over new user’s lives in a way VAT hasn’t.Few have enabled notifications and weren’t particularly receptive to new skill suggestions
The flipside to this benefit is reduced use
”
“I’ve just never looked for it to do moreEthno, UK“”
It’s there when I need it. I haven’t got much need for it to do more than it does already.
Users, USSlide20
And patience with ‘learning’ varies
No VAT device arrives perfectly configured out of the box!
All require some patience and trial-and-error to become seamless to use. But across countries tolerance for this is varied:
US respondents are far less patient with this: if it’s not fine out of the box, I’m not happy
with it
Least patient
Most forgiving
German users see it as a ‘learning’ and are willing to give the device some time to learn
UK respondents fell in between, most inclined to blame themselves (rather than
the technology)Slide21
Patience with ‘learning’ varies
If
I can’t be bothered to read up more or learn more, then I’m holding it back
.
Users, UK
Least patient
Most forgiving
And
then later on, when you want to use the device in a sensible way, you come up with things like the news and so
forth.
Users, Germany
“
“
”
”
”
“
”
I just kind of gave up on it
Non-users, US
“
”
That’s
frustrating to
me
…
if it wasn’t
timely
.
Users, US
“
”
[My husband] gets frustrated because he might ask
Alexa
that question four times.
Ethno, UK
“
”
I have trouble with the
installation…I’m happy
to wait for
it to be set
it up for me.
Ethno, UK
”Slide22
Privacy concerns aren’t just hype (1)
There are concerns about personal data and listening in all markets
Some users aren’t bothered, stating “I have nothing to hide”
But privacy concerns are still a barrier to non-users…
”
You do wonder, but I’ve got nothing to hide
“
“I’m not sure if I’m okay with it coming with me everywhere and listening to my every conversationUsers, USNon-Users, Germany”
“
”
I’d be a little afraid to acquire it because I’d fear for my own security.
Non-Users
, Germany Slide23
Privacy concerns aren’t just hype (2)
Some are concerned about Privacy within the home
as well
Even in-home, VAT behaviours aren’t truly ‘private’
–
requests and responses are still audible to anyone else present
Amongst housemates and even couples and families: some media and search behaviours are personal & private, which we still protect
Although we heard variations of this theme in all three markets, this concerns came through most strongly in Germany
”
“
Sometimes [I’m hesitant to use it].
I don’t tell the device really critical things.
Users, Germany
“
”
I don
’
t’ want everyone in the house listening knowing everything that I’m asking for.
Non-Users
, Germany Slide24
But few consumers change behaviours
There are worries about data and listening, but these aren’t top of mind for VAT
users:
Users have already accepted the trade-off of providing more data than they’re entirely comfortable with for useful free servicesA barrier for some (and will prevent the most opposed from adopting), but most are comfortable enough to accept the trade-off
But
you’re already being monitored when you post certain things on Facebook, for example.
“
“”Maybe if you asked me that a few years ago but now we’re at a point where that is basically already happening. Ethno, UKNon-Users, Germany
”
“
”
I’ve got nothing to keep secret. I don’t have any nude photos, I’m not a terrorist, I don’t care.
Users, Germany Slide25
T
here is still some squeamishness
Although the technology has now existed for several years, it still doesn’t feel natural for manyRegularly using a smart speaker
does remove some of this squeamishness and increasing use of VAT on other devices
But
I think what’s still weird for me is when I get an answer. It’s weird, because I’m actually talking to my mobile, and it’s totally
unfamiliar.
”
“
”
“
It
doesn’t feel weird anymore. It just feels normal.
Users, US
Non-users, Germany
Far less in the the US: commonly used while out of home for maps/directions, travel information, opening hours and personal communication
But much more in the UK and
especially
Germany
–
unlikely to see a future where VAT in public is widespreadSlide26
Consumers can get over either issue, but not both
Concerned about privacy & VAT
For most, neither concern is enough to preclude using VAT. But in conjunction, there’s no desire to get past their concerns
Squeamish about using VATSlide27
Ultimately there is a trade off to be made
Users and non-users across all markets weigh the upsides and downsides of VAT.
Although they obviously reach different conclusions, the factors under consideration are remarkably consistent across groups and markets:
Making life easier
Feeling ‘futuristic’
New, useful behaviours
Letting me de-clutter
Privacy concerns
Takes time and patience
Squeamishness using device
Limited functionality
The benefits
…
The downsides
…Slide28
Voice Tech
UsesSlide29
Smart speaker use peaks early and late
in the day
Habits are are well-ingrained and easy for respondents to recall.For heavy users, VAT is the first & final interaction
with technology (replacing smartphone).
Early Morning
Late morning
Afternoon
Early eveningLate Evening/ NightFlash Briefing
Radio listening
Travel / weather
Check diary
More radio
Help with cooking
One-off information requests
Flash Briefing
Entertainment / play
Set alarms /remindersSlide30
There’s some overlap with news consumption (within home only)
Early Morning
Late morning
Afternoon
Early evening
Late Evening/ Night
Flash Briefing
Radio listening
Travel / weather
Check diary
More radio
Help with cooking
One-off information requests
Flash Briefing
Entertainment / play
Set alarms /
remindersSlide31
Voice is used across devices at every time of day
Using VAT out-of-home isn’t widespread
everywhere, but it increases as users get accustomed to their smart speakers
Early Morning (
pre leaving home)
Late morning (after leaving)
Afternoon
Early eveningLate Evening/ NightFlash Briefing
Radio listening
Travel / weather
Check diary
More radio
One-off information requests
Flash Briefing
Entertainment/play
Set alarms /
reminders
Directions
Sending quick voice notes/calls
Reminders using Siri / Bixby / Google Assistant
Any smart home tech
VAT remotes, TVs etc.
VAT in other devices (e.g. smart TVs) lacks the smoothness of smart speakers
–
but
show an appetite to use VAT in more areasSlide32
Top
tier
Middle tier
Base tier
Most use VAT for a limited range of tasks
VAT isn’t limited to early adopters or technophiles - many users are content with limited functionality.
Usage levels can be broadly grouped into 3 tiers:
Diary synced to other devices, smart home connectivity. Using VAT as a multi-device ecosystem rather than just a speaker
Example Skills:
Additional uses not everyone takes advantage of, requiring some effort to find and set up.
News
generally in this tier.
Baseline level of functionality which nearly all use. Radio, travel, weather and limited information-seeking functionality.
Smart home, diary,
evernote
dictation
News
briefing, cooking
Radio, weather, travel,
wikipediaSlide33
Functionality stays at the threshold of whoever installed it
For many users, smart speakers are very
limitedIt’s not necessarily the most tech-savvy users who are maximizing the range of skills on offer
Now VAT is starting to reach mass adoption, many users have relied on more tech-savvy family or friends help to set up and suggest uses for it
Inertia
/ apathy to expand
use above
this level:Comfortable, familiar use:
”
“
I haven’t gone back to it and looked at what else it can do at all
Ethno, UK
”
“
My son set it up for me, showed me everything it can
do
Ethno, USSlide34
And they’re happy with limited use
These users know they
could be getting more from the devices, but are quite content
for their devices to stay under-utilisedEmail suggestions for Alexa skills are noticed, but rarely opened or acted upon
Adding new skills is percieved as slightly too much effort
– there’s very low awareness that skills can be added through Voice commands
Inertia
/ apathy to expand use above this level:Comfortable
, familiar use:Slide35
All users benefit from ‘
Decluttering’
Devices are taking the physical place of radios in the kitchen or living room
This varies by device
–
Google Home Minis or Echo Dots are kept for the bedroom
S
mart speakers have enabled as much or more radio station listening as a like-for-like replacement, while replacing an obsolete object
”
“
I just got rid of the radio because there was no need for it anymore [after getting an Alexa].
Ethno, UK
Ethno, USSlide36
R
educing screen time is an unexpected but welcome benefit
Partly about reclaiming control of our technology habits:VAT
isn’t a wormhole for attention in the way screen devices areBy being passive, VAT doesn’t place barriers between people in the same way screens do
And partly about using a nicer, less taxing medium to get information
Some
prefer audio over screen reading and are eager for Voice to take over as much as possible
For
those with dyslexia, poor eyesight, or just personal preference for audio news
Users and non-users
alike have too much screen time and welcome VAT as an
antidote
Unexpected benefit: few bought VAT specifically to de-clutter, but have been pleasantly surprised!Slide37
And once noticed, it’s self-reinforcing
Once new behaviours with VAT are ingrained, going back to using screens can feel unpleasant
“
”
"Otherwise…some evenings we sit there and realise that all three of us are sat there my husband on the laptop, son on his phone, me on the iPad, and we’re all sat within a room smaller than this.”
Users
,
UK “”
And
I quite like that it doesn’t have a screen actually. One less thing to…too many screens all the time.
Non-Users, UK Slide38
Voice Tech
f
or NewsSlide39
News consumption meets a wide variety of needs
Needs for News
Be informed
about broad national news stories
Be informed
about developing stories
in specific areas
of interest
Understand long-running
issues
(from interest/duty
to be informed)
Be aware
of breaking news stories which need urgent
attention
Best-suited format
Radio news segments
TV news
Online or print journalism (particularly longer form)
Documentaries (AV, radio)
Podcasts
Publisher websites
Rolling news TV stations
Occasions
Generally a news roundup at the start or beginning of the day
For most (unless day-to-day job requires it)
–
in longer periods of downtime
:
lunch breaks, commutes,
as background to household tasks
etc
The instant a new story breaks and immediate aftermathSlide40
Voice is confined to just a few of these
As it
currently stands,
usage of VAT for news is dominated by these needs & occasions flash briefings and standard radio news segments.
VAT is best suited to round-ups and summaries rather than breaking news: curating a few, important, brief stories.
Needs for News
Be informed
about broad national news stories
Be informed
about developing stories
in specific areas
of interest
Understand long-running
issues
(from interest/duty
to be informed)
Be aware
of breaking news stories which need urgent
attention
Occasions
Generally a news roundup at the start or beginning of the day
For most (unless day-to-day job requires it)
–
in longer periods of downtime
:
lunch breaks, commutes,
as background to household tasks
etc
The instant a new story breaks and immediate aftermath
“
I normally ask [Google Home] to do the news briefing straight after
turning
the alarm off in the
morning”
User, UK Slide41
Flash Briefings dominate use for News
They’re by far the most commonly reported news use on smart speakers
And they seem better suited to VAT than any other news format (yet).
Length
Content
Voice
Occasions
Complaint from non-users it’s a bit too long
–
I just want the headlines
Some users have found a ‘niche’ for that length and think it’s ideal
–
but others agree it could be reduced
Top 3 stories is good although more customisation would be welcome. Content doesn’t update often enough to be useful aside from first thing or late evening
–
other times out of date
Using a real voice is essential for anything over a couple of sentences - limits the desire to ask for more detail, as further answers revert to the Alexa voice
Generally limited by all these factors to first thing in the morning (set up for the day ahead) or a nightly retrospective of the days events.
Not
for breaking or rolling news stories. Slide42
Voice could have a broader role
Audio
has the versatility to meet these needs – and already does through radio, podcasts etc.
And smart speakers have the technology required for breaking news notifications
Barriers are user attitudes and the current skills on offer
Needs for News
Be informed
about broad national news stories
Be informed
about developing stories
in specific areas
of interest
Understand long-running
issues
(interest/civic
duty to be informed)
Be aware
of breaking news stories which need urgent
attention
Occasions
Generally a news roundup at the start or beginning of the day
For most (unless day-to-day job requires it)
–
in longer periods of downtime
:
lunch breaks, commutes, as background to household tasks
etc
The instant a new story breaks and immediate aftermathSlide43
But the current offer from Voice doesn’t meet these needs for most
Podcasts
Reading longer articles
Breaking news notifications
Search requests
Flash Briefings
VAT is effective on
…
But doesn’t
make the most of
…
Content in all these other formats needs to be better-optimised for VAT to get similar levels of
takeupSlide44
Podcast listening is very limited
Barriers come both from the current configuration and from users’ attitudes:
Podcasts are a tricky medium for Voice as they’re very personal, take users into a sealed ‘bubble’
This means there’s limited patience to get Podcasts set up ‘right’ on smart speakers, which limits the role for Voice in audio content
User Experience is a frustration
Voice bursts the podcast ‘bubble’
Playing
out on a speaker, even at home, still isn’t quite as private as
listeners want
TuneIn
is the default in the UK: content is limited and Alexa struggles with commands
Instant frustration the first time means many don’t try againSlide45
Voice searches meet requests for ‘Information’ better than ‘News’
Users and non-users are comfortable
with requests which are interesting but trivial,
to settle an argument or remind me of somethingWinning the World Cup demonstration was positively received across markets – the answer is concise, no need for a source
But Voice searches trusted for anything serious, or with consequences for getting it wrong
“
”
That
[Grenfell example] is concerning but to be honest I wouldn’t ask it something like
that
anyway
Ethno, UK
“
”
I’d use it to help me remember something, like ‘who’s that actor’
Users, UK
“
”
I’ll ask ‘what’s this celebrity’s net
worth
’
Ethno, USSlide46
And screens are still better for exploring topics
Screen-based News still has many advantages over Voice when the search is more open:
Providing summaries
Time Delay
Broad to narrow
Text updates quickly
Voice news can’t present
a summary easily, or offer multiple options at a
glance
Screens are instant
–
Voice introduces a few second lag and slightly more frustration
Screens allow browsing to quickly become focused reading
–
this is more cumbersome on VAT
Evolving stories (on VAT) don’t develop as quickly as text on live websites, updates less frequent
“
”
we are all used to
google
and this has set the bar very high, I assume it is like google but it isn’t working like that…so we are
disappointed
Non-Users
,
Germany Slide47
Longform
content can work well, but needs to be ‘human’There’s
potential for much more longform audio listening, but the robotic voice is a barrier
Alexa/Google’s voice is fine for short, functional information. But wearing/unpleasant to listen to for longer than a sentence or two
Radio news segments – a single live broadcaster speaking for 15-60 seconds work just as well on a VAT speaker as a radio
When a ‘human’ voice is used, content that’s longer than the flash briefing works well
”
I always have it read the Economist to me now““Monocle is great…having the human voice reading it is crucial
Ethno, UK
Ethno, US
”
“
”
I wouldn’t want to hear an entire three-page article being read by Alexa…brief and concise is cool.”
Users
,
Germany Slide48
Spotlight on
UKSlide49
The BBC dominates news
behaviour
BBC sets UK users and non-users apart from counterparts in the other marketsIt’s a common denominator and major part of all our sample’s news behaviours, regardless of political leanings (even if they don’t always
like it!)Broadly treated as just the ‘BBC’ brand with all content equally trustworthy
– but for most involved users, BBC radio is seen as distinct to the online newsroom, the TV newsroom and so on.
”
But it’s just that I’m used to the BBC
“““It’s always the BBC because I just want to the headlines”User, UKUser, UK
”
“
”
“For my work I do need to be very careful about sources… I’d want to know exactly which [BBC department] it came from
”
Ethno, UKSlide50
Making the BBC the ‘default’ for Voice
Across various formats, BBC is the standard option
Partly due to first-mover advantage, being set up as the incumbent Flash Briefing
This is reinforced as it’s generally one of the first news brands which come to mind when setting up any new skill:
“
”
I
think the BBC was just what it came with, I’ve never looked for another one
Ethno, UKSlide51
This minimizes worry about trust and source providence
With such a
well-trusted
and
ubiquitous
incumbent, there’s less suspicion about where the news from VAT originates from (compared to the other markets)
“
”
I’d have no reason to doubt
it [
flash briefing], any more than the website or the radio would be wrong
Ethno, UK
“
”
It’s quite useful that it says, ‘from BBC News’… I quite like it because it reminds you where your news is from
Ethno, UKSlide52
UK users blame
themselves for not fully using Voice
A different relationship with VAT (potentially with new technology in general) than other markets
If there’s a problem, it’s just as likely to be percieved as the user, not the technologyUsers are more
self-deprecating for not utilising it, and/or more prone to make excuses for apathy
“
”
I have trouble with the installation. I always have a hard time, I’m happy to wait for someone to set it upNon-Users, UK“”
I’ve never really sat down and gone through it all to find out her full potential
Ethno, UK
Problems are
my
fault
Problems are
Alexa’s
faultSlide53
Spotlight on
USSlide54
Using VAT outside of the home is far more widespread
US groups were much more open to integrating voice technology into all aspects of their lives, particularly outside the home
Overall the US groups preferred speaking commands
– typing was seen as an unnecessary waste of time Siri works on the go, catering to the needs of respondents and therefore over years of use, she has become part of people’s daily routine
“
”
It definitely started with Siri
Ethno, US“”Typing anything out seems so slow, so frustrating to me nowUsers, USSlide55
Privacy concerns with VAT are lower
Privacy when using VAT wasn’t top-of-mind until prompted in the groups.
But they’re
not naïve
about issues of privacy and
technology in
general: stickers
over webcams is common (in our groups)“
”
It doesn’t bother me. I’ve got nothing to hide
Ethno, US
Despite
this, most didn’t
believe VAT posed a similar
risk of surveillance
A few comments were passed about having “no secrets” and therefore didn’t feel the need to worry about their conversations being listened to Slide56
They have high expectations and the least patience
Expect the technology to work straight out of the box, or at least with minimal effort to set up
Delays or frustrations quickly lead to entire tasks or even the device itself being abandoned
Need
information
like news, traffic updates, to be as up-to-the-minute as possible
Least patient and forgiving when content doesn’t deliver what’s needed
– content that’s out-of-date isn’t useful!
The US has the
highest expectations of VAT generally and news in
particular. They have more faith in the technology and expect high-quality content from it
With Voice Technology as a whole
And with specific news-related contentSlide57
The Trump Era has lead to extensive News Avoidance
The news landscape in the US at the moment is unique
Sick of hearing about politics and more specifically President Trump, US audiences generally had more of an aversion to general news consumption
Engaging with News at all is a fraught and intense experience – no longer a casual area of interest
“
”
They might like talk about Trump for 20 minutes. ‘Oh, my gosh, I really don’t care today
Users, US“”It’s just relentless, it’s all the time constantly. You need to be ready for it before turning on
Non-Users, USSlide58
‘News’ and ‘Information’ are two different entities
News is now so dominated by the presidency that it’s pushed every other story and issue into the background
So much so that ‘News’ is now
synonymous with what’s going on with Trump & administration
Other stories (even what they’d previously consider to be ‘news’) have been relegated to ‘information’
Anything else I want to find out which isn’t directly related to this
News now has different connotation
Everything else is ‘Information’
“
”
I don’t always want to hear about
politics,
every single time it’s the first
story!
I go on CNN. Trump. I’m like, “Are you kidding me?”
Ethno, US
“
”
And then they’ll put on the wild fires in California, which are horrible, but… Like New York. Like the World. Whatever happened to the world view?
Ethno, USSlide59
Trust in News brands is a hugely fraught issue
Regardless of political leaning
– there’s no single trusted domestic
source for any of our respondentsIn order to get a full picture of a news story (mostly political) respondents said they had to combine the polarized views of broadcasters like CNN and Fox News to gain an idea of what was actually going on
As a result, many have resumed paying for news subscriptions For
global issues, respondents preferred sites like the BBC (which they trusted)
“
”I have to read everything to work out what’s going on for myselfEthno, US“”
So when I hear news, most of it has an agenda
Ethno, USSlide60
Spotlight on
GermanySlide61
VAT is seen solely as a functional assistant
Users in Germany want an ‘assistant’, and didn’t mention or appreciate Alexa’s personality as much as those in other markets
Very little mention of
play compared to the other markets (but not entirely absent)But German users were the most
patient with the technology while it learns
“
”
It’s actually supposed to be an assistant, and as soon as it starts doing things that aren’t useful to you missed its purpose User, Germany“”“I was a little disappointed that a couple of things don’t work
at first with Google
Home…I
’ve learned now though
User, GermanySlide62
Privacy concerns are strongest here
The biggest barrier for non-users: concern that the device is listening
This was more of a worry for younger
non-users, unlike in the other markets (Partly due to being better informed about data sharing and online surveillance)
“
”
I don’t want everyone to know what I’ve been looking for
Users, Germany“”In our constitution we’ve a right to privacy, and I can’t just say I don’t care.”Non-Users, Germany
“
”
“I would totally love to use the things I’ve seen and heard about. But I’d also like to have security”
Non-Users, Germany
But
–
users
in Germany have made the same trade-off as others elsewhere. Concerns are there, but they’re
outweighed by the benefits
.Slide63
Home is a very closely protected, private space
So VAT devices need to clear a
higher threshold for users to feel comfortable with them
There’s even more resistance to have anything speaking without expressly being asked And concerns over what other family members, housemates etc. overhear (hence more reluctance for push notifications here than UK or US)
“
“When it suddenly starts talking to me I don’t think that’s funny at all and I’ve never really figured it out
.”
Non-Users, Germany”“I’m concerned about what my children might hear [if news notifications etc are enabled]Users, Germany
”
The assumption
is that privacy should be the default
, rather
than thinking that
privacy is only a worry for very sensitive or personal topicsSlide64
T
rust in News brands is high
Most respondents are paying for news content, for paper and online-only subscriptions
Being well-informed is seen as a civic duty rather than just a personal interestThey’re much more engaged with regional (city and state-level) news as well as national news compared to our other markets
As long as a source is correctly attributed to a familiar news brand, the default assumption is that the story has been carefully researched
“
Whether it’s from the TAZ or from some radical right-wing front, or from the BZ, or BILD – it makes a big difference
Non-Users, Germany”“How Alexa assembles the news – I wouldn’t trust it. It’s like when I look at Google News. I have no confidence in these algorithms. I trust Deutschlandfunk and Deutschlandradio
Users, Germany
”Slide65
So there’s more interest in legacy news brands than new entrants
Suggestions of more legacy news brands developing new content were well received
–
compared to the suggestion of new entrants
They don’t necessarily have to be traditional print/online publishers: radio or TV news are well-trusted, and transfer easily to Voice:
As in the US, the benefit of a ‘balanced’ news diet with many sources is appreciated (although for different reasons)
Voice plays an important role for the heaviest users in
curating
news from multiple sources
And it’s a key benefit which non-Users appreciate, even if they’re not using it currently:
“
”
‘I’d prefer radio news bulletin on the Alexa, then I know it’s ARD’
Non-Users
, Germany
“
”
“I already select my news for myself – whether it comes into question for me – whether it’s credible or not. I’d like to have it that way
[on VAT] too.’
”
Non-Users, GermanySlide66
Appendix
Skills Tested in each country
Context
–
the VAT market
Day in the Life
–
each ethno session Slide67
Skills and Commands Tested
UK
Traffic – “Hey Google, what’s the traffic
like?
Weather update
CNN Flash Briefing
“Alexa, what are the latest headlines?”
“Alexa, what was the Mets score last night”
“
Alexa what is Jerry Seinfeld’s net worth?”
“Alexa switch to Pandora Radio
”
Radio: Play NPR
US
GERMANY
Der
Speigel
flash briefing
Podcasts
von
Radioeins
:
Die
Blaue
Stunde
Tagesschau
in 100
Sekkunden
Info:
Wer
hat die W.M
gewonnen
?
(world cup)
Speilen
Live Stream
Radioeins
/ ARD
Weather in Berlin
BBC news flash briefing
Play BBC Radio 4
Alexa, what’s up?
Ask Alexa/Google to play a podcast (Desert Island Discs in groups, open-ended in Ethno sessions)
Ask The Guardian to give me news about
Brexit
Who won the world cup?
How many people died in Grenfell tower?Slide68
The VAT landscapeSlide69
Voice
is on the threshold of mainstream
Skill slowdown
…
There are now 40,000 Alexa skills available, however with a ‘skill graveyard’ emerging, Amazon is now concerning itself less with skills volume and choosing to focus on improving skill quality instead
Once you go voice
…
Only 29% of non-smart speaker owners are okay with chatting to Siri
etc., whereas 72% of smart speaker owners are comfortable using voice in front of others, with a further 45% of current voice device owners looking to get another one
Smartphone vs. smart speaker (a long way to go)
…
More
than twice as many US adults have used voice assistants through smart phones (41.4%) compared to smart speakers (19.7%)
https://voicebot.ai/2018/08/16/google-home-beats-amazon-echo-for-second-straight-quarter-in-smart-speaker-shipments/
https://www.patreon.com/posts/voice-insider-1-21347070Slide70
Amazon still dominates, but Google is catching up rapidly
A step change in Q2 2018:
Google Home sales have outpaced Amazon Echo for the second quarter running
Amazon remains the market leader but is showing a year-over-year sales decline
Google is doing particularly well with new customers, promoting an
ecosystem, rather than a
device through ‘aggressive bundling’ of products
4.12mDevices sold in Q2 20185.34mDevices sold in Q2 2018-14%Growth in Q2 2018
449%
Growth in Q2 2018
Amazon Devices
Google Devices
https://voicebot.ai/2018/08/16/google-home-beats-amazon-echo-for-second-straight-quarter-in-smart-speaker-shipments/Slide71
Brand perceptions: Google vs Amazon
The 2 tech giants are
percieved
differently:
‘
Amazon are trying to sell you stuff’ – although there’s some discomfort, there’s at least the reassurance
of understanding their
motiveWhile Google’s motivation for pushing the devices is less clear – so there’s a bit more concernBut
fundamentally there’s not enough difference between the two to
alter purchase choice. Both are enormous, secretive tech companies with astonishing amounts of data on usSlide72
Personality
(Echo versus Google)
Alexa has more personalityUsers mostly refer to as
‘Her’ rather than ‘It’ – unlike Google Home or phone-based VAT
There’s some unease with this stuck in the ‘Uncanny Valley’ (more in the UK than in the US or Germany)Kids instantly take to Alexa which is winning for parents
Google is just a functionary
Google Home or phone-based VAT are much more functional and lack Alexa’s personality
Users who’ve gone from Alexa to Google miss this at first,
but
Google’s functionality wins
out
It also makes Google easier to transfer across an entire ecosystem
Alexa was/is an easier device to welcome into the home when the technology was totally unknown. But as VAT usage becomes more ingrained, the superior functionality of Google has an advantageSlide73
Apple’s next gen
HomePod is predicted to be a ‘game changer’
Siri
remains the most popular virtual assistant with 41.4 million monthly active users in the US
Apple’s HomePod
offering however, has limited functionality compared to Amazon and Google devices
Apple is to launch the second generation
HomePod in 2019 - details are being kept under wraps but the iOS 12 update including ‘Siri Shortcuts’ has sparked excitement In the US stage, we spoke to multiple non-users who fully intend to start using VAT but are waiting for a better version of the Apple HomePod AS
https://
mysmahome.com/news/47141/apple-to-launch-2nd-generation-homepod-in-2019-report/Slide74
Usage for news is hard to measure
Without independent verification from Amazon or Google there’s no certainty over how much VAT is used for News
Voice News: What’s happening?
Flash briefings (e.g. BBC, CNN)
Podcast streaming (e.g. NPR)
News quizzes (e.g. The Washington Post)
The ‘flash briefing’ available on these devices has developed since its introduction, with all kinds of news brands getting involved from The Economist to
Buzzfeed to make their bulletins voice friendlyVoicebot.aiSlide75
Day in the life:
VAT UsersSlide76
Day in the Life
– Jackie, Ethno-Depth #
7-8 years retired, lives with husband (also retired) and dog. Owns 2 apartments, one in Manhattan (studio), one in New Jersey, lives between them both, has an elderly mother in New Jersey.
Has 2 daughters aged 30 and 31 and a granddaughter (21 months) she tries to visit every other week “thank god for FaceTime
.”Used to work as a special education teacher in New Jersey, says she is loving retirement –
has involved herself in a number of different activities since retiring including Mahjong and Spanish classes.
Home life
Has an Alexa set up in her New Jersey studio apartment (they bought it in New Jersey).
Says she uses voice a lot to send texts (Alexa and
Siri
).
Seems more confident with
Siri
than
Alexa
Mostly uses
Alexa
as a novelty in her home; such as to make noises for the dogs, call her husbands phone if he loses it or ask questions e.g. “can dogs eat
…
?”
VAT Smart Speaker
Says she doesn’t really like the news “the news isn’t all facts these days”
–
the news in the US depends on the source. She s
ays
she uses Facebook on her
iPad
for most ‘news’ and doesn’t really use news apps as they are “slanted” like TV.
Using VAT for News
Daily timeline
5am: TV news in background (doesn’t specify brand)
8am: News from Facebook on
iPad
2pm: Uses apps for activities and
Siri
for directions
5pm: Uses
Alexa
as a helpful novelty: “
Alexa
can dogs eat
…
?”
Wants voice technology to work ‘on the go’ with her.
Future needs
7pm: Will watch ‘Channel One’ for shows and films
9am: Follows Fox News on Facebook
News brandsSlide77
Day in the Life
– Adam, Ethno-Depth #
40 years old, works currently for an Israeli tech start up company, has a lot of background in sales.
Would consider himself “tech enabled” and a “gadget guy” – likes gadgets that make his life easier. Anti-Trump.
Lives with his wife and child, also has twins on the way, says that now he has a child, everything he cares about is different, likes his current apartment because safe and convenient.
Home life
Purchased smart speaker to make life easier and also feels he needs to keep up with technology, says he uses Alexa every day and mostly uses it for: Weather, News (occasionally, hasn’t found a good one yet).
Does not use it for shopping, seems to be developing his usage and skills though.
VAT Smart Speaker
Feels as though he doesn’t consume enough news, mostly reads sport, business and technology news.
Finds the news update on Alexa “so long” so doesn’t really use it for news consumption.
Using VAT for News
Daily timeline
Says he doesn’t really have a daily routine due to nature of work
…
6pm: Doesn’t have a preference for news, thinks NBC is ‘most neutral’ (also
abc
, CBS)
7am: Likely to ask
Alexa
for weather in morning
9am: Breaking news usually comes from friend texting, would then Google more info on iPhone, uses BBC for global news issues
For VAT news he suggests an alert noise for breaking news updates.
Feels as though he will want a fully integrated smart home in the future.
Future needs
7pm: Plays music and funny noises for son through
Alexa
News brandsSlide78
Day in the Life
– Debbie, Ethno-Depth #
49 years old, lives with her two adult children (21 and 26) and a cat.
Describes her home as clean, tidy and ‘fuss free’ she has been living there since 2005.
Describes her children as more like flat mates, ‘tight-knit’ family. Her son has a big influence over the technology in her life and in the home.
Home life
Was given Alexa as a surprise Christmas present, said she had seen adverts for it and wanted it for music mostly, now she has one she uses it for music and radio mainly.
Alexa is located in the living room so it can be used across the flat, Alexa is personified throughout the interview and viewed as more than just a music device (plays games, has jokes with family using Alexa). Convenience is a key quality!
VAT Smart Speaker
She does not have an active news relationship with Alexa beyond just listening to the news on the radio through Alexa.
When trying out the ‘news briefing’ she noted that the BBC one was too long and she’d like to be able to skip headlines.
For other news consumption she watches ITV news at 6pm (or 10pm if she misses it).
Using VAT for News
Daily timeline
6pm: ITV News on TV just before
Emmerdale
(or 10pm news)
6am: Uses mobile for alarm, checks Facebook/eBay
7am: Radio in the car (Radio 1, Kiss, Capital, Heart, Smooth
News
personalisation
would be needed for further use
–
there is disappointment that Alexa doesn’t already
personalise
news.
Alexa buzzing for notifications would be good.
Future needs
8am: Work PC, checks news, emails and Facebook
12.30pm: Check phone during lunch
4pm: Car radio and Alexa radio when home
News brandsSlide79
Day in the Life
– Elaine, Ethno-Depth #
58 years old, lives with her husband in a quiet cul-de-sac, describes house as clean, tidy and ordered and area as peaceful.
Has two adult daughters and a granddaughter who comes to stay once a week. Prioritizes making memories with her family. She works full time in an opticians but has flexible hours.
Home life
She takes a risk free approach to technology in the home, Alexa was bought for her for Christmas by her daughter (who set it up for her). Alexa is located in the living room.
Alexa has replaced the radio in her home and also has brought “a lot of laughter” to their home.
Has an Amazon Prime account, says she listens to more music now she has Alexa, so does her husband.
VAT Smart Speaker
Uses the ‘news briefing’ in the morning, says it’s just part of her routine but thinks it’s a bit too long
–
one minute would be enough.
She listens to podcasts once a week (e.g. BBC Desert Island Disks)
–
listens to podcasts alone.
Was unaware specific news questions could be asked and was pleasantly surprised.
Using VAT for News
Daily timeline
6.30am: Coffee and TV news
(BBC)
7.30am: Alexa plays music, then listens to BBC news bulletin
Would like Alexa to flash if there was a big breaking news story e.g. terror attack
Would want these from the BBC (knows and trusts it)
Reminders, recipes (on Amazon Show), would maybe like Alexa in the car?
Not interested in making lists
Future needs
9am: Radio in the car (Radio London, Radio 2, Magic)
9.20am: Work,
uses phone for news (BBC), messages and email
5/6pm: Car radio and BBC News TV
7pm: Might
use Alexa if someone is over for dinner
10pm: PodcastSlide80
Day in the Life
– Jeremy, Ethno-Depth #
Separated, has 3 children aged 18, 15 and 13, the children live at his 50% of the time.
He works in political consultancy, occasionally works from home but mostly in local office space, often has to work in Westminster, European Parliament and local council offices. Has lived in the area pretty much his whole life.
Home life
Had an Amazon Echo but it stopped worked (describes it as an impulse buy), got a Google device because he uses Google for quite a few other needs.
Aware of how to use Google Home, has configured it to give him the news and information he wants, e.g. sport updates during World Cup.
Looking to further link his house up to smart speaker.
VAT Smart Speaker
BBC News update could be a bit ‘snappier’
Feels as though audio news has more of a briefing role in the morning
Has heard the NY Times briefing and thinks its very good.
Still reads physical papers during the day, reads a wide spectrum of news to get a good idea what’s going on for his job.
Using VAT for News
Daily timeline
6.30am: Google Home alarm then
“Hey Google. News.”
Gets BBC News or Monocle Podcast.
7am: Listens to the radio (LBC, sometimes Radio 4)
Being able to give multiple or a second command
Would like a ‘carousel’ with news and podcasts to choose from on Google
–
being able to pick up where he left off on his mobile, in his car etc.
Future needs
8am: Check diary on phone, sometimes uses Google Home
10pm: Check diary on Google
8.30am: Listens to radio/makes phone calls on walk to work
8pm: Listens to music/radio, adds things to his shopping list
News brandsSlide81
Day in the Life
– Beth, Ethno-Depth #
Works as a theatre programmer, organizes the events on at the theatre and also helps out with community health and well-being.
Lives in a flat in London with her boyfriend and his friend (boyfriend and friend own the flat). After work she studies (doing MA at the moment) or watches TV.
Likes to be outdoors on the weekends, going to park, see friends etc.
Home life
Uses the smart speaker for an alarm in the morning, still
favours
her Bose Bluetooth speaker for music even though they have an Echo and a Sony
Soundbar
–
mainly because it’s easy. “I use it for such boring things” music, news, weather “sort of
Googling
”
–
nothing too in depth.
The sound quality on the Dot isn’t good enough for her.
VAT Smart Speaker
Would rather read news than listen to it, is okay with listening to headlines but anything in more detail she’d prefer to read. Not in the habit of using VAT for news
–
uses the news bulletin it when it fits. There seems to be potential for her to use VAT more for news but it isn’t meeting needs right now.
Using VAT for News
Daily timeline
7.30am:
Use Alexa as an alarm (also mobile)
8am: Watches BBC Breakfast News while getting ready
The ability to carry on a conversation
…
Seamless integration into her like, e.g. not having to say Alexa all the time.
Generally wants it to be a bit more intelligent and responsive.
Future needs
9am: Podcast on way to work ‘arts & culture’
9.30am: Gets emails on her phone
1pm: Reads
Buzzfeed
etc
for extra news through SM
5pm: Uses
Siri
on headphones to call mum
7pm: Watch TV on the sofa
News brandsSlide82
Day in the Life
– ?, Ethno-Depth #
Lives in Harlem, life ambition was to move from Brooklyn to the city. Lives in a studio apartment with her son and partner. Is studying for a masters in theology.
She’s always been a ‘gamer’ so very comfortable with technology but it’s her son who sets everything up and tends to dictate how they use it.
Home life
Huge Amazon fan (including using dash buttons!) However speaker given as gift so have Google. Didn’t ‘need’ it but now uses it all the time. An audio learner so would much prefer to ask Qs and hear responses does this for everything from studying for her masters to games as a family. Highly politically engaged (democrat) and using it to listen to news but also fact check what she’s hearing.
VAT Smart Speaker
Uses VAT for news updates or when wanting to know more about a story. Likes that Google pushes articles to your phone if you want to know more. Highly aware of fake news so always fact checking. Mostly listens to NPR, it is on anytime she is in the apartment on her own. Once the family are home, lack of space dictates group listening/viewing only.
Consumes as much news as previously but finds audio a more convenient format than previous
behaviours
Using VAT for News
Daily timeline
7am: Alarm, radio, news
8am: Uses phone to check social media
Wants to avoid notifications that are hyper
localised
. Issues of the trains, local shootings etc. but needs to be immediate and timely. Not from earlier today. Seems very community conscious.
Future needs
10am: Fact checking & radio whilst studying
10am: Music whilst cleaning
2pm: Reads, studies, relaxes
7pm: Watch TV with family
News brands
9/10pm: Gaming, then classical music for bed Slide83
Day in the Life
– ?, Ethno-Depth #
Works for the UN in a technology support role. Surrounded by TV news all day at work so home life tends to be about news avoidance. Engaged and planning a wedding in Chicago. Lives with his fiancé. Highly engaged with politics and finds lack of international news in the US a huge frustration.
Home life
Owns an Alexa, feels no need for second speaker as he lives in a split floor studio
–
he can speak to it from all areas. Alexa was his fiancés choice as a moving in present. He would have preferred Google as has heard it is better.
VAT Smart Speaker
Flash briefings are used in the morning only. Would like to use it in the evenings too, but always finds it out of date, e.g. “the news as of 12pm today” when asking at 8pm. This limits his usage as he is surrounded by news at work all day so it needs to be up to date.
Using VAT for News
Daily timeline
6am: Use Alexa as an alarm, radio and for flash briefing
7am: Podcast on commute
Slowly investing in smart tech in the house to link to his speaker e.g. lights and heating.
Future needs
8am: TV news all day at work
9am: Uses phone throughout the day
6pm: Podcast or audiobook on commute
8pm: Alexa for music and recipes
News brands
9pm: Alexa Q&A if friends are overSlide84