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1、GLOBAL“Daydreamer” by Michael Reeder, 2016, courtesy of Michael Reeder.Voice technology is sweeping the world, as assistants such as Amazons Alexa and smart speakers such as Baidus Little Fish capture our imagination. Talking computers, once seen only on the silver screen, are becoming an everyday r
2、eality, at our beck and call as developments in artificial intelligence (AI) transform our relationship with them. Early adopters report that they “wouldnt be without Alexa” as she becomes “integral” to their daily routine. Chinese YouTuber Jing Jing has accumulated 6.5 million views as she plays Ei
3、ghth Note,1 the voice-activated smartphone game taking Asia by storm. The age-old medium of voice has lost none of its relevance in the 21st century. ComScore forecasts that half of all searches will be voice searches by 2020,2 and by 2021, Ovum predicts that there will be more digital assistants th
4、an humans on the planet.3The opportunity is ripe for businesses to get immersed in the voice-activated world. Weve investigated the impact of voice technology on consumer behavior in nine countries across Asia-Pacific, Europe and North America, and distilled the key business opportunities for brands
5、. While there are considerable cultural nuances and market factors in each country that dictate the local response, we have also identified strong trends that resonate on a global scale. Voice technology will not just redefine how we live our lives, but will also bring dramatic change to the custome
6、r experience. Now is the time for marketers to learn how to Speak Easy.Jeremy Pounder Futures director Mindshare UKElizabeth Cherian UK director The Innovation Group J. Walter ThompsonA global trends and insight report on voice technology and its impact on brands.1. Yvette Tan, “Play This Hilarious
7、Voice-activated Flappy Bird Thats Going Viral,” Mashable, March 03, 2017, on.mash.to/2smzAPk 2. Christi Olson, “Just Say It: The Future of Search is Voice and Personal Digital Assistants,” Campaign, 25 April 2016, bit.ly/2o1IvQs 3. Ovum, “Digital Assistant and Voice AICapable Device Forecast : 2016-
8、21,” April 2017ABOUT THIS REPORTCarried out in equal partnership between J. Walter Thompson Innovation Group London and Mindshare Futures, our research comprised several methodologies, spanning nine countries (United Kingdom, United States, Germany, Spain, Thailand, Japan, Australia, China and Singa
9、pore) and covered the six-month period January 2017 to June 2017.NEUROSCIENCE EXPERIMENTIn partnership with Neuro-Insight, we used Steady-State Topography (SST) brain-imaging technology to measure how the brain responds to voice technology versus text or typing alternatives for a series of tasks. Th
10、e participants were 102 smartphone users aged between 18 and 65 who shop with Amazon.QUALITATIVE RESEARCHMore than 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 in th
11、e United Kingdom with 12 of these participants. A mixture of early adopters (who use voice technology at least once per week) and early majority users (who use voice technology less frequently than once per week) was recruited. Roughly 40% of the early adopters already owned an Amazon Echo/ Echo Dot
12、. We repeated the focus groups in Shanghai in partnership with Kantar.EXPERT INTERVIEWSWe conducted in-depth interviews with experts across sectors including artificial intelligence (AI), neuroscience, marketing, sound design and radio.QUANTITATIVE RESEARCHWe carried out a quantitative survey using
13、SONAR, J. Walter Thompsons proprietary market research tool, surveying over 1,000 smartphone owners aged 18+ in four countries (United Kingdom, United States, Germany and Spain). We also partnered with Kantar to conduct a survey of around 500 smartphone owners aged 18+ in an additional five countrie
14、s (Thailand, Japan, Australia, China and Singapore). The total number of respondents globally amounted to 6,780.SECONDARY RESEARCHWe carried out extensive desk research that synthesized international cross-category case studies.DING DONG PARTNERSHIPBeijing Linglong Co., Ltd provided DingDong home sm
15、art speakers for our Chinese focus group research. J. Walter Thompson is also partnering with LingLong Tech to explore and develop branded voice content and solutions in China.3CONTENTS GLOBAL VIEWVoice Today The Future Voice Consumer Brand Futures ImplicationsMARKET USAGEAustralia China Germany Jap
16、an Singapore Spain Thailand United Kingdom United StatesTHANK YOUS Intuition Robotics has created ELLIQ, an active voice companion for older adults, designed to help them engage with new technologies.06 17 27 3639 41 43 45 47 49 51 53 55GLOBAL VIEWResonantia by Jeff Louviere and Vanessa Brown explores the relationship between photography and music, by visual
