Voice: technological and consumer considerations for marketers

Smart speaker penetration is growing fast and represents a major opportunity for brands and marketers, but it is a challenging medium for them to master; research from Northstar offers some pointers.

The global smart speaker market was worth $2.2 billion in 2017. Predictions suggest it will reach £39.3 billion by 2025. Voice, therefore, represents a tremendous opportunity for manufacturers, brands and marketers. Last year’s WARC commentary on voice’s rise reflects this. Yet, voice remains a challenging medium for marketers to master.

New Electronic Friends, a report by advanced chip technology designers Arm and Northstar Research, is based on a survey with over 2,000 global consumers from eight markets. It provides a snapshot of the voice market today and suggests how it could...

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