More Convenient Than Smartphones? Insights from Actual AI Speaker Usage

This series explores consumer psychology through surveys on mobile device usage and newly introduced digital devices, pondering the post-smartphone era. This installment examines signs of the post-smartphone era emerging from AI speaker usage surveys.

Over 90% want to keep using AI speakers!

Multiple AI speakers have been released since last year. Approximately one year after AI speakers became readily available for purchase in Japan, a survey on their adoption rate found an 8% ownership rate.

Since this 8% includes speakers purchased for families, the actual number of individual buyers is lower. While widespread adoption may take a bit more time, the usage patterns of AI speakers hold many hints for the future.

Among current AI speaker users, only about 5% said they would likely stop using theirs in the future. Conversely, this means over 90% feel they will continue using theirs. This retention rate feels remarkably high.

The top reason for purchasing an AI speaker was "It just seemed convenient somehow." I believe the reason for this high retention rate is that once people try it, they experience the "convenience" they expected.

While it was hard to grasp what AI speakers could do without trying them, once used, they proved to offer practical features that enhance daily life rather than just being a novel experience.

When we looked at what functions people actually use on their AI speakers, the top was "listening to music," followed by "checking the weather." These two are symbolic functions used by over half of the respondents.

Next came "setting alarms," "reading news," and "internet searches." Honestly, looking at these, you might think there's nothing particularly new here. All are functions you can do on your smartphone.

However, owning an AI speaker means that in places where the AI speaker is present, you naturally start using these functions through it. This is the key point.

AI Speakers: Making You Feel What Comes After Smartphones

In Part 1, we discussed how "smartphones are an environment." I believe AI speakers are devices where the term "environment" is even more appropriate than for smartphones.

While you probably control your TV or air conditioner mostly with a remote without touching the unit itself, in homes with AI speakers, an environment is built where several functions can be operated solely by voice.

Beyond initial setup, you rarely "touch the device" itself. The arrival of touchless operation seems to make you feel like you're experiencing the next step beyond touch-operated smartphones.

Personally, I use two AI speakers, and when I'm in a room with them, I sometimes find it a hassle to look something up on my smartphone.

Unlike a work environment where a connected PC is always nearby, at home, your smartphone isn't always within easy reach. There are many situations where your hands are occupied—while cooking, cleaning, or doing laundry.

I used to think smartphones were the most convenient devices, but as I've gotten used to life with AI speakers, I increasingly find them easier and more convenient for checking the weather or listening to music. Surveys also show about half of people feel the same way.

Smartphones are multifunctional and convenient devices, and it's true that owning one has changed how we shop. However, there are also functions that are easier and more convenient to perform using methods other than operating a touchscreen smartphone.

Many people probably imagined a future where everything converged on smartphones. But looking at the emergence of AI speakers and how they're actually used, it's clear smartphones are currently in a transitional phase.

While using different devices for different functions can sometimes be stressful for consumers, I believe tasks that only require voice commands or don't need screen feedback will increasingly be separated from smartphones.

First, tasks like music, weather, timers, controlling home appliances, news, and notifications for personal messages will likely shift to AI speakers.

What's happening among early adopters will gradually become common behavior over time. AI speakers will steadily gain popularity and become commonplace in many homes. As AI speakers become more widespread, more home appliances compatible with them will likely emerge. Once voice control for appliances becomes available, the areas where smartphones can be operated by voice may also expand.

Changes in consumer behavior are already happening. To identify what will become the new norm, we will continue to look for signs emerging from new services and digital devices, and explore their potential for widespread adoption.

[Dentsu Inc. Survey 2018 Overview]
Screening Survey
Survey Period: End of September 2018
Survey Method: Web-based questionnaire survey
Respondents: Men and women aged 15-59 nationwide
Sample Size: 20,000 respondents
*Areas and age/gender groups correspond to population distribution ratios

This Survey
Survey Period: Early October 2018
Survey Method: Web-based questionnaire survey
Survey Participants and Sample Size: 300 AI speaker users aged 15–59 nationwide
※Reflects gender and age distribution of owners identified in the screening survey