RISJ-Future-of-Voice-qual-report-slides (1).pptx

The Future of Voice
Qualitative Research Debrief
18.09.18

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

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
exploration

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 groups
2 x focus groups
Moderated by Differentology
Moderated in local
language by trusted
partners, viewed with
simultaneous translation
by Differentology

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 consumers
- All to be heavy news consumers
- 2 respondents accessing news through
voice tech
- 2 respondents not accessing news
through voice tech
- 1 x Pre Family, 2 x Family, 1 x Empty
Nester (TBC)
- Spread of gender and SEG
6 x early adopters of voice technology
- 50% medium usage
- 50% heavy usage
- All heavy news consumers
- 50% using voice tech for news
- 50% 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
- All heavy news consumers
- All early adopters of technology
Users of VAT Non-Users for News

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 rhythm

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-is

Users identified 4 key benefits to VAT
This was consistent across the UK, USA and Germany
Smooth Thrill Useful
Speed
Making tasks
‘smoother’ /
reducing
friction
Thrill /
satisfaction of
feeling
‘futuristic’
Enabling new,
useful
behaviours
Making tasks
quicker

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 diary

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, UK

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, US

It’s starting to enable new behaviours
Listening 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 ones

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, UK

VAT is a highly passive experience
Staying 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
“
”
”
“
“
”

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, US

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 more
Ethno, UK
“
”
It’s there when I need it. I
haven’t got much need for it to
do more than it does already.
Users, US

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)

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
”

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
conversation
Users, US
Non-Users, Germany
”
“
”
I’d be a little afraid to acquire it
because I’d fear for my own
security.
Non-Users, Germany

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

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 services
A 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, UK
Non-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

There is still some squeamishness
Although the technology has now existed for
several years, it still doesn’t feel natural for many
Regularly 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 widespread

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 VAT

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…

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 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
/reminders

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
Flash
Briefing
Entertainment / play
Set alarms
/
reminders

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 evening Late Evening/ Night
Flash
Briefing
Radio
listening
Travel /
weather
Check
diary
More radio
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 areas

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,
wikipedia

Functionality stays at the threshold of
whoever installed it
For many users, smart speakers are very limited
It’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, US

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-utilised
Email 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:

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
Smart 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, US

Reducing 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 are
By 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!

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

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 aftermath

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
news stories
(from interest/duty to be informed)
Occasions
household tasks etc
“I normally ask [Google Home] to do
the news briefing straight after turning
the alarm off in the morning” User, UK

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.

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
news stories
(interest/civic duty to be informed)
Occasions
household tasks etc

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 takeup

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 again

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 something
Winning 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, US

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

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

The BBC dominates news behaviour
BBC sets UK users and non-users apart from
counterparts in the other markets
It’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, UK
User, 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, UK

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, UK

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, UK

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 technology
Users 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 up
Non-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 fault

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 now
Users, US

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

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 content

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, US

‘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, US

Trust in News brands is a hugely
fraught issue
Regardless of political leaning – there’s no single
trusted domestic source for any of our
respondents
In 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 myself
Ethno, US
“
”
So when I hear news, most of it
has an agenda
Ethno, US

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, Germany

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.

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 topics

Trust 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 interest
They’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
”

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, Germany

Appendix
Skills Tested in each country
Context – the VAT market
Day in the Life – each ethno session

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?

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-1-21347070

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
4.12m
Devices sold in Q2 2018
5.34m
Devices 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/

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 motive
While Google’s motivation for
pushing the devices is less clear –
so there’s a bit more concern
But 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 us

Personality (Echo versus Google)
Alexa has more personality
Users 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 advantage

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
https://mysmahome.com/news/47141/apple-to-launch-2nd-generation-homepod-in-2019-report/

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 friendly
Voicebot.ai

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 says 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 brands

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 brands

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 brands

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:
Podcast

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 brands

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 brands

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

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
over

thank
you
Newcastle: Tel: +44 191 261 0111 | London: Tel: +44 207 293 0343
everythingdifferent.co.uk

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