凯捷：车载语音助手研究报告(英文 32 页)

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.

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