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Sound Barriers VUI Segmentation for Mobile Consumers

The consumer survey has enabled us to devise a consumer segmentation for VUI and throughout the analysis, we will use this segmentation to understand the research findings. The segmentation score was created by calculating respondent's propensity to use VUI, and the perception of usefulness.  

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1. Propensity to use VUI, based on the number of VUI functions users would consider using, the level of usage if VUI is a choice of interface, and the level of usage if VUI is the only appropriate method of usage.

2. Perception of Usefulness of VUI, Mobility of VUI use, based on the level of comfort using VUI around others, and perceived levels of social acceptance of VUI use in public.


Enthusiasts are tech-savy users, more likely to be male and to be slightly younger than the average user age of 37 years.  73% of Enthusiasts have used VUI on their mobile before, and they are the group most confident with technology in general.  Enthusiasts are the highest value segment and require little or no encouragement to use voice.  They have a preference for audio and blind or visually impaired users will fall into this segment.

segments2.JPG Ready to Play is the most interesting VUI segment from the perspective of market penetration and growth.  They think that VUI is more useful than other segments do and they are ready to play and experiment with voice.  These users have a positive attitude towards VUI and are also confident with the technology.  They are slightly more likely to be female than the norm.  Ready to Play is the oldest segment and the most likely to drive a car.  64% of this segment have tried VUI before, and like Enthusiasts, they are more ready to pay for VUI functionality.

Right Situation is the biggest segment, representing 40% of all mobile users.  They will use VUI if it’s appropriate for both the functionality, and the situation they are in.  Although customers in this segment have more capabilities than users in the ‘Only if I Must’ segment, and find VUI easier to use, they are the segment that feels most uncomfortable using VUI around others, and the group that finds use of VUI in public most objectionable.  These customers are less likely to have high product entanglement, and are much more likely to view the ‘phone as a ‘phone.  Although 39% of this segment have used VUI before, they are likely to have done so in the specific context of driving a car which 70% of them do.  One user in this segment summed up the Right Situation’s attitude to VUI.  ‘Stupid on some phones sometimes doesn't understand what is being said. Also quite handy, at other times like when driving.’

segments3.JPGOnly if I Must is the youngest segment are the 23% of mobile customers who will only use VUI if they really must.  This segment are resistant to using VUI but will do so if the feel there is no alternative.  They have higher expectations of how VUI should work, and are continually disappointed by what they find, ‘I’ve tried all and given up on them”, one user in this segment commented.  27% of users in this segment had used VUI before, but of all the segments, they found VUI the most difficult to use.  This group are likely to have some difficulty hearing, especially in noisy surroundings and require a highly intuitive and personalised VUI experience. 

The last segment, representing 6% of the overall group of respondents, either Can’t or Won’t use VUI.  Users in this segment are least likely to drive a car, and most likely to find the ‘phone difficult to hear.  Only 12% of Can’t or Won’t have tried VUI before, and those that had found it relatively easier to use than the norm.  Older deaf and hard of hearing customers are likely to fall into this segment which is formed of light mobile users who are disengaged and excluded from VUI use.  You would probably have to pay a user in this segment to use VUI!

sbvuiapps.JPGDuring the research we started building a spreadsheet of different applications and speech technologies of interest.  This is open for anyone to see, click here.  If you want to add, edit or change it, just contact us and we'll add you as an editor.