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50% of consumers currently consider Digital Assistants “not useful”
Ovum to explore this and much more at annual Digital Futures Conference in London on September 12


London – August 31, 2017 – Though digital assistants are portrayed as a must-have feature by the consumer tech industry, data from market-leading research and consulting firm Ovum show that digital assistants currently fall well short of consumer expectations and cannot yet do what they want.


Ovum's finding comes ahead of Digital Futures 2017 Smarter Strategies for the Smarter Customer, its flagship annual conference bringing together enterprise and consumer perspectives. In addition to providing updates on data, trends and insight across the Telecommunications, Media and Technology industry, Ovum will reveal further results of its research into the burgeoning market for smart consumer technologies, while detailing the future arms race in artificial intelligence, which is increasingly finding its way into many of these devices.


With over a third of consumers in the United States and the United Kingdom using digital assistants weekly – the equivalent to Netflix’s adoption level – one would think that the rise of AI and digital assistants is one of the few certainties in an uncertain marketplace. However, Ovum’s research in the UK and the US in May 2017 reveals that more than 50 percent of consumers don’t currently find digital assistants useful (see Figure 1). This gap suggests that there is an opportunity for digital service providers to develop and apply assistant technology, and better demonstrate its application to real consumer needs.


Figure 1: Which personal digital assistant do you use regularly (at least once a week)? n = 2000 online respondents


digital assistants graph


Source: Ovum Digital Consumer Insights 2017: Smart Living


Ovum’s Managing Director Aneil Rakity comments: “These latest data-driven insights are another piece of Ovum end-to-end coverage of the telecoms, media and technology (TMT) market. Ovum Digital Futures 2017 conference will be a unique opportunity, not only to get more insights on our latest forecasts, but also hear the key trends and findings of our analysts and thought leaders on where the TMT market is going.


Taking place on September 12 at Kings Place, London, Ovum Digital Futures 2017 will be attended by more than 300 TMT leaders from across the globe. Attendees will gain actionable insight into how digital service providers can serve the needs and monetize the opportunity of an empowered customer.


There will be new product announcements, analyst clinics, live demos and networking events from Ovum’s top analysts and key stakeholders, spanning subjects from big data to IoT, artificial intelligence, new devices and advances in VR/AR. Speakers include executives from Amazon, Amdocs, Bain Capital, Cisco, Deutsche Telekom, Hearst Magazines Intl., IBM, Iron Group, Nokia, Philips Lighting, SAP, Telefonica, and WardsAuto.


Stephen A. Carter, Group Chief Executive of Informa, who is hosting a panel on investment strategies for smarter customers, commented: “Digital Futures is about enabling TMT professionals, exploring the many opportunities presented by big data, the Internet of Things and artificial intelligence, to exchange views, hear the latest research and get updates on product innovation. It’s set to be a fascinating and insightful programme.”


I’m excited to be the opening Keynote Speaker at Ovum’s Digital Futures 2017 Conference. It’s an excellent opportunity to engage with top industry analysts and thought leaders in the TMT industry. Organizations looking to navigate the digital landscape will learn how the next wave of innovation will drive new digital services and strategies, while getting practical advice on developing smarter strategies of their own,” said Marcus Weldon, Corporate Chief Technology Officer and President of Nokia Bell Labs.


To register for Digital Futures 2017, please make your request here.


Hashtag: #OvumDF17


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About Ovum:

Ovum is a market-leading research and consulting firm focused on helping digital service providers and their technology partners thrive in the connected digital economy. Through its 150 analysts and consultants worldwide, it offers expert analysis and strategic insight across the IT, telecoms, and media industries. Founded in 1985, Ovum has one of the most experienced analyst teams in the industry and is a respected source of guidance for business leaders, CIOs, vendors, service providers, and regulators looking for comprehensive, accurate, and insightful market data, research, and consulting. With 23 offices across six continents, Ovum offers a truly global perspective on technology, communications and media markets. Ovum provides clients with insight, including workflow tools, forecasts, surveys, market assessments, technology audits, and opinion.


Ovum is part of the Business Intelligence Division of Informa plc, a leading business intelligence, academic publishing, knowledge and events group listed on the London Stock Exchange.


For more information, or to speak with Ovum spokespeople, please contact:


Alison Cross
Head of Marketing Communications, Ovum
+44(0) 7770704398

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