Executive summary “Before I open my eyes I’m talking to Alexa. Alarm off. Radio on. What’s the weather today?”
In just a few months since the launch of the Amazon Echo (and more recently Google Home), voice-activation has gone from being a rarely-used smartphone feature to mainstream, second-nature technology. We identified early on that this could help wake people up to the importance of audio communication for brands as well as highlight radio’s future-facing potential. We capitalised on the opportunity by conducting research to fill information gaps about how - and how many - people are using Echo. By revealing how voice-activated devices have already become widely established and demonstrating the dominance of audio entertainment and advertising, Getting Vocal has attracted significant media coverage and is helping to place radio at the heart of an exciting technological future.