《Mindshare Futures-语音技术消费趋势和洞察报告（英文版）》由会员分享，可在线阅读，更多相关《Mindshare Futures-语音技术消费趋势和洞察报告（英文版）（27页珍藏版）》请在金锄头文库上搜索。
1、I M A G E : D A Y D R E A M E R , 2 0 1 6 C O U R T E S Y O F M I C H A E L R E E D E RS P EAK EASYThere has always been something that gets in the way of our relationship with technology; the keyboard, the mouse, the screen. Were now ready for the most natural and intuitive form of interactionthe v
2、oice. Its time for humanity and technology to Speak Easy. Developments in speech recognition and natural language processing (NLP) mean we can now talk to computers in a way that was considered science fiction just a few years ago.According to Google, 20% of mobile searches on Android are by voice.
3、Amazon has created a new voice hardware category and sold 11 million Echoes, and Google launched its own equivalent, Home, in the UK in April this year. The rise of a voice-activated world will allow us to get closer and more intimate with technology. Voice interaction will redefine not just how we
4、live our lives, but the digital advertising landscape and how brands reach consumers. Now is the time for marketers to learn how to Speak Easy JEREMY POUNDER ELIZABETH CHERIAN Futures Director UK Director Mindshare The Innovation Group J. Walter ThompsonOpening letterA consumer trends and insight re
5、port on voice technology and its impact on brands. S P EAK EASYSpeak Easy is a trends and insight report, carried out in equal partnership between J. Walter Thompson Innovation Group London and Mindshare Futures, which explores voice technology and its implications for brands. Our research comprised
6、 several methodologies and covered the period January 2017 to March 2017.NEUROSCIENCE EXPERIMENT In partnership with Neuro-Insight, we used Steady-State Topography (SST) brain-imaging technology to measure how the brain responds to voice technology for a series of tasks versus text or typing alterna
7、tives. 102 smartphone users and Amazon shoppers between the ages of 18 and 65 took part.QUALITATIVE Over 30 UK respondents took part in a two-week self-ethnography project capturing their own behaviors and attitudes in a series of voice technology tasks. We then ran two focus groups with 12 of these
8、 participants. A mixture of Early Adopters and Early Majority voice users were recruited.About this reportContentsVoice Today 1The Future Voice Consumer 19Brand Futures 29Implications 40 Thank Yous 42EXPERT INTERVIEWS We conducted in-depth interviews with experts across sectors including artificial
9、intelligence (AI), neuroscience, marketing, sound design and radio. QUANTITATIVE We carried out a quantitative survey using SONAR, J. Walter Thompsons proprietary market research tool, surveying over 1,000 UK smartphone owners aged 18+ and 100 Amazon Echo owners.SECONDARY RESEARCH We carried out ext
10、ensive desk research that synthesizes international cross-category case studies.S P EAK EASY1VO I C E TO DAYVoice TodayResonantia by Jeff Louviere and Vanessa Brown explores the relationship between photography and music by visualizing 12 musical notes and converting the photographs into audio. S P
11、EAK EASY32VO I C E TO DAYWe stand on the cusp of a fundamental shift in how we relate to computers. Over the past 50 years, we have been on a journey that has simplified our modes of interaction, from punch cards to keyboard, mouse and then touch. Each step has made engagement with technology simple
12、r and more natural, leading us to perhaps the simplest and most natural interaction mode of allvoice. Voice is generating excitement because it now works in a way that it did not just a few years ago. Advances in speech recognition (identifying the words spoken and converting them to text) and natur
13、al language processing or NLP (understanding the intent behind the words) have made voice a viable consumer proposition. Speech recognition error rates are now at human parity at 5%. We can expect further improvements as machine learning benefits from both continuing investment from the tech giants
14、and the datasets produced by widespread consumer adoption. As a result, the virtual assistant market is set to be worth more than $3 billion by 2020.1 Voice has been given further impetus by the ambitions of GAFA (Google, Amazon, Facebook, Apple) to control their own consumer platforms. Just as Goog
15、le bought Android so it would have some control of mobile as a platform, so Amazon developed Echo and Alexa to retain influence over the development of voice and its impact on search and shopping. While development has thus far been driven top down from Silicon Valley, if we are truly about to enter
16、 the voice era, then understanding consumer appetite is critical. What is voice technology?“There is a significant difference between speech recognition of 95% and 99% accuracy its the difference between you hardly using it and using it all the time without thinking about it.” Andrew Ng, former chief scientist, Baidu2. “A smartphone is not a neutral platf
