凯捷:车载语音助手研究报告(英文 32 页)

    2019-11-14

凯捷:车载语音助手研究报告(英文 32 页)


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Executive summary

Consumers already use in-car voice assistants extensively and this is only going to surge:

Consumers use in-car voice assistants mainly for playing music, navigation, and making phone calls.

24/7 availability and reduction in effort while interacting with the brand are the top reasons for preferring 

voice assistants.

Three years from now, nearly 95% of consumers are expected to use conversational assistants, including voice assistants, to access information in their cars.

In three years, voice will likely become the preferred medium of interaction over direct visits to dealerships or ordering products online.

Despite the convenience and increasing use of voice assistants, three out of five consumers say that automotive organizations need to improve the overall experience.

Voice assistants provide automotive organizations with a great opportunity to enhance the customer experience


Three in four consumers would use the voice assistant more frequently provided they have a good experience. 

62% of consumers prefer using a single integrated voice service across their vehicle, home, and mobile device.

37% of consumers are willing to pay a premium or a monthly fee for a voice subscription in their cars and another 48% would consider doing so in the future.

While automotive organizations realize the importance 

of voice assistants for customer engagement, they overestimate their voice capabilities. For instance, 81% 

of industry executives believe that their assistants understand people’s needs and preferences, but only 59%of consumers agree.


Automotive organizations should focus on three major areas to deliver a superior experience


Anchor

Educate users on skill discovery, skill search, and layer in visuals to improve recommendations.

Assuage consumer concerns about privacy by being transparent with regard to the data collected and how it is used.

Earn trust by improving the experience of commonly used functionalities before providing a gamut of complex features.

Customize

Ensure that the features are tested at a granular level and for each micro-segment.

Provide consumers the option to customize their voice assistants.

Develop contextual relevance over time

through analytics.

Expand

Integrate the functionalities of in-car and 

at-home assistants.

Build an ecosystem with other players to offer

more services.



[报告关键词]:   车载语音助手  
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