个人助理APP的前景如何？（英文版）.pdf

vertoanalyticsPresenterAlison MurdockSVP, MarketingVERTO ANALYTICSvertoanalyticsvertoanalytics Introduction Part 1 Rankings, reach, and stickiness Part 2 Funnel analysis and use cases Part 3 Who is the super user? Conclusions and Q&AAgendavertoanalyticINTRODUCTION vertoanalyticsWe measure consumers on every device, app, site, service, and platform they use throughout the day, both online and offline.We operate a single-source panel in which we passively collect cross-device user behavioral data and panelist demographics and other background data.We validate and quantify the timethat consumers spend on screens, providing the “why” behind rankings, ratings, and benchmarks.We provide insights so you can take action to optimize for cross-media consumption, retention, and path-to-purchase behaviors.Consumer-Centric MeasurementvertoanalyticReport Overview Tracking emerging trends by looking at consumer adoption New wave of apps, powered by AI and using NLP Report is based on how these apps are being used today on mobile devices Who is using these apps now and for what? vertoanalyticsvertoanalyticsPoll: How Often Do You Use a PA App on Your Mobile Device?(Choose One) Everyday 43% 2-4 times per week 21% 1-2 times per month 0% 6 or fewer times per year 21% I dont use one at all 14%N=14; Source: Webinar Poll July 20, 2017PART 1RANKINGS, REACH, AND STICKINESSvertoanalyticsPA App Use on MobilesSpotty Growth with Some DeclineSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017vertoanalytics44% of U.S. Smartphones Have “AI Apps” Installed & ActiveSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017vertoanalyticsTime Spent on PA Apps Is Small 0.1% of Total Time on AppsSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017vertoanalyticsWhile User Numbers Are Fairly Stable, Time Spent Has DeclinedSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017PART 2FUNNEL ANALYSIS AND USE CASESvertoanalyticsWhat Do Consumers Do Before and After Using a PA App?Source: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017vertoanalyticsUsage Has Distinct Spikes Around Morning and Prime TimeSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017PART 3WHO IS THE SUPER USER?vertoanalyticsThe Personal Assistant Super UserSource: Verto Analytics Verto Watch (U.S. adults 18+), May 2016 May 2017vertoanalyticsWill Really “Late” Adopters Be the New Super Users? Source: technologyreview/s/608047/the-octogenarians-who-love-amazons-alexa/vertoanalyticsPoll: Do You Own One of These Hardware Devices?(Choose one) Amazon Echo 53% Google Home 21% I dont own either, but I want one. 16% Nope, not interested in getting one. 11%N=19; Source: Webinar Poll July 20, 2017CONCLUSIONS AND Q&Avertoanalytics1. Personal Assistant Apps on mobile in declinePhone-based personal assistant apps, such as Siri and S-Voice, are slowly falling in popularity, with one exception: navigation and maps.2. One reason for the decline is the limited number of use casesWhile 44 percent of smartphones had a personal assistant app that was used at least once in May 2017, users spend only 12 minutes per month on these kinds of apps. Top use cases, at the moment, include navigation and maps with entertainment and messaging following. 3. This superuser is not the expected “early adopter”The personal assistant superusersomeone who spends more than twice as much time on this category of apps as the average consumeris a 52-year old female who spends 1.5 hours per month on personal assistant apps. The personal assistant apps user base skews towards older women, which is a demographic population that traditionally falls outside of the expected early adopter user base.Whats Ahead for Personal Assistant Apps? Thank you!vertoanalyticsvertoanalytics