Part
01
of two
Part
01
Voice Tech - UK Usage Numbers
The research below provides the details of estimated usage details of voice/virtual assistants like Amazon's Alexa, Google Assistant, Apple's Siri, among many other, in the UK. The usage details have been estimated on the monthly, as well as per day basis for the current scenario. To predict the future use of these devices, an estimated range has been calculated with relevant assumptions. The detailed analysis of the research is presented below.
METHODOLOGY
After extensive research through various articles, smartphone websites, blogs, and many other sources, no direct information was found regarding the current, as well as the future number of per day interactions using voice and virtual assistants in the UK. However, many indirect sources have been used to triangulate the information of current usage, in terms of per month and per day use of the voice-activated devices, in the UK. Despite a thorough research, no future usage details of such devices could be found. This is because most of the available data is in the form of survey reports, so it likely a difficult task to predict the future use of these devices simply on the basis of the current usage data. Many sources, along with a paid report, however, were found that predicts the future usage details of voice-activated devices in the UK. Additionally, the total number of voice-activated devices that are currently being sold, and are likely to be sold in next five years in the UK, has been successfully estimated using triangulation of the available information. A deep dive into the research is presented below.
USAGE OF VOICE-TECH IN SMARTPHONES (Triangulation)
According to a report by Mindshare published in December 2017, "the UK lags behind the US, Germany, and Spain in voice tech usage." The survey suggests that only 37% of UK smartphone owners use voice tech in their devices at least once a month, 23% use them once or twice a month, 28% have used them once or twice, and 15% haven't used them.
According to Statista, in 2018, the percentage of smartphone users in the UK is estimated to be 73.12% of its total population.
Using the data point stated above, the total population of smartphone users in the UK in 2018 can be estimated to be 48,678,546.
(66,573,504 X 0.7312 = 48,678,546)
Therefore, by using all the data points stated above, we can estimate:
The total population of UK smartphone users who use voice tech in their devices at least once a month can be estimated to be 18,011,062.
(48,678,546 X 0.37 = 18,011,062)
The total population of UK smartphone users who use voice tech in their devices once or twice a month can be estimated to be 11,196,065.
(48,678,546 X 0.23 = 11,196,065)
The total population of UK smartphone users who have used voice tech in their devices only once or twice can be estimated to be 13,629,993.
(48,678,546 X 0.28 = 13,629,993)
The total population of UK smartphone users who haven't ever used voice tech in their devices can be estimated to be 73,01,781.
(48,678,546 X 0.15 = 73,01,781)
PER DAY USAGE OF SMART SPEAKERS (Triangulation)
According to an article in Evening Standard in September 2016, one in 10 UK households has a smart speaker like Amazon's Alexa or Google Home.
According to Office of Statistics UK, in 2017 the total number of households in the UK was 27.2 million.
Therefore, the total number of households in the UK having a smart speaker is estimated to be 2.72 million.
Moreover, according to a survey report by IFTTT, in April 2017, "60% of smart speakers owners (Amazon's Alexa, Google Home) use them at least four times per day and 29% use them seven times per day."
The resulting triangulations using all the data points mentioned above are presented below.
The total number of UK-based smart speaker owners that use them at least four times per day can be estimated to be 1,632,000.
(2,720,000 X 0.60 = 1,632,000)
Moreover, the total number of UK-based smart speaker owners that use them seven times per day can be estimated to be 788,800.
(2,720,000 X 0.29 = 788,800)
FUTURE USAGE OF VOICE-ACTIVATED SMARTPHONES
According to Mintel's Digital Trends UK 2017 Report, "62% of Brits say they are using or would be happy to use voice commands to control technology devices in the future." Information regarding per day usage of voice tech devices in the future, however, could not be found.
According to Evening Standard, in 2017, the shopping of voice-activated devices in the UK stood at £200 million ($278,916,048) and it is expected to touch the mark of £3.5 billion ($4,881,030,851) in next five years.
According to The Guardian, the cheapest smartphone in the UK is available at £30 ($41.8392). According to The Week, the most expensive phone in the UK is Apple X, which has an installed voice assistant Siri in it, is available at £999 ($1,393.27).
The total number of voice-activated devices that are currently being sold in the UK, lies between an estimated range of 200,200 and 6,666,667.
(Lower Limit: 200,000,000 / 999 = 200,200;
Upper Limit: 200,000,000 / 30 = 6,666,667)
Moreover, the total number of voice-activated devices that are expected to be sold in the UK in next five years, lies between an estimated range of 3,503,504 and 116,666,666.
(Lower Limit: 3,500,000,000 / 999 = 3,503,504;
Upper Limit: 3,500,000,000 / 30 = 116,666,666)
Note: To calculate the lower limit of the current and the future number of voice-activated devices sold in the UK, it has been assumed that all devices sold include Apple X. Similarly, to calculate the higher limit it has been assumed that all voice-activated devices sold include the cheapest smartphone in the UK.
CONCLUSION
In conclusion, about 1.8 million smartphone users in the UK use voice tech in their devices at least once a month. Additionally, about 1.6 million smart speaker owners in the UK use these devices for at least four times a day. Moreover, in next five years, the total number of voice-activated devices that are expected to be sold in the UK, lies between an estimated range of 3,503,504 and 116,666,666.