The company said it had obtained data from 22,500 online consumers in 21 countries to compile the survey; of these, 1000 were from Australia.
The survey covered overall use of standalone use of DVAs - including Amazon Alexa, Google Home and Apple Pod - and also embedded DVA use in smartphones and other devices.
The Australian research found:
- Penetration of smart speakers has grown 8% between 2017 and 2018 from 9% to 17%.
- It is predicted that 14% will purchase a smart speaker in 2019 therefore taking ownership levels to 26%. In Australia, nearly half of owners have more than one speaker.
- Almost all DVA users are satisfied with their standalone DVA (93%) and smartphone embedded DVA (90%).
- Of DVA users, 53% say that their DVA influences the purchase decision of models and brands of other devices in an unprecedented way, most significantly what smartphone they own.
- Fifty-six percent of consumers have shifted behaviour from smartphones to voice assistants, including making voice calls, playing music, and accessing news.
- The top three uses for a DVA are playing music/ebooks (48%), accessing news (44%), voice calling (43%).
- Twenty-four percent of consumers use XR services mostly for private use vs 49% in China (4% professional use, vs 15% in China).
- Entertainment services are far ahead in services experienced with most respondents (56%) using it to play games. But there is still interest for more functional use cases.
- Ownership of XR headsets or glasses has increased, but remains at a low level as many consumers go to public places for immersive XR experiences – 5%.
OTT (over the top video)
- Video subscribers continue to pay for content they don't care about, fragmented across a mix of content genres.
- Fifty-three percent of respondents would be most willing to pay for movies/series.
- Legacy TV bundles are showing signs of erosion, while 71% of respondents say they use Subscription Video On Demand services- this is growing in adoption, led by younger consumer segments.
- Fifty-five percent of consumers are interested in having their smartphone embedded in a smart home bundle. With even higher interest among those who use multiple services from their mobile service provider.
Jonathan Restarick, Accenture’s Communications, Media and Technology Industry lead for Australia and New Zealand, said: “Our research shows that Australians are becoming increasingly comfortable and satisfied with digital voice assistants, with smart speakers becoming a natural part of our home lifestyles.
“We also found that consumers are now using these devices for more advanced tasks beyond queries and remote music. They are also using voice assistants to manage their lives - managing diaries and controlling smart devices in the home, such as lights, security cameras and air-conditioners.
“While there is emerging consumer awareness around privacy and data collection, if companies focus on establishing an agreed trust standard, this can be a competitive differentiator, rather than a barrier to further growth.”