Study: 57% Of Aussies Use Voice Search

Study: 57% Of Aussies Use Voice Search
Hannah Cheale
By Hannah Cheale
SHARE
THIS



iProspect has released The Future is Voice Activated – a bespoke research piece that investigates voice adoption and usage across smartphone owners in Australia, China, India, Indonesia, Japan and Singapore.

The white paper uses these findings to outline implications for marketers when crafting their voice strategies across the six markets.

Together with insights consultancy idstats, iProspect surveyed over 1,800 smartphone owners aged 18 to 50 years old across Asia Pacific in April 2018 to reveal the impact and scale of voice technology (voice search, voice-activated AI assistants, voice-enabled application functions, etc.) in Asia Pacific today.

Roughly 62 per cent of respondents used voice-activated technology in the past six months, with India (82 per cent ) and China (77 per cent ) emerging as leaders in voice adoption.

Additionally, 56 per cent of current users observed that their usage had increased over the past six months.

A further 95 per cent indicated their intention to continue using voice technology in the next twelve months.

Locally, the research identified a 57 per cent adoption of voice search in Australia, but noted the voice industry is at a crossroads, with stagnant growth.

The research found that for Australians, ongoing use of voice is rooted in utility – meaning that brands using search will need to bring convenience to their users’ daily lives to make an impact.

Commenting on the research, Oliver Rapson, iProspect Australia’s acting national managing director said: “Voice search is one of the most significant recent developments in our industry, and this research highlights the need for brands to seriously consider a voice search strategy as part of their overall marketing mix.

“This paper is a must read for anyone who wants to learn more about voice, and how brands can maximise its impact for brands.”

Using the research and Net Promotor Scores, iProspect classifies surveyed markets into two categories: conservative and dynamic growth markets. These classifications frame the content of the whitepaper.

Conservative growth markets are classified as having less than 60 per cent adoption, mixed sentiment towards the technology, and steady growth potential whereas dynamic growth markets are classified as having greater than 60 per cent adoption, positive sentiment towards the technology, and high growth potential.

iProspect Asia Pacific CEO Joanna Catalano said: “The transformative impact of voice technology is being felt across the globe.

“Brands that aren’t reacting to this burgeoning technology risk becoming invisible sooner than they think across key customer touch points.

“This piece of research explores the proliferation of voice technology across the region and key considerations for brands when crafting a voice strategy.”

The white paper suggests that brands should consider the following when crafting a voice strategy:

  1. Convenience is King: Tapping into hands-free moments and daily habits is important to offer true value to the customer. Start simple – in terms of both the queries needed from the user and for information provided by the assistants.
  1. Optimise for Rank Zero: In Asia, Voice search is becoming a significant way in which we discover products, locations and more. Brands need to optimise their SEO and marketplace content strategies to suit new conversational queries. Remember: with only one audio result you want to make sure it is your brand.
  2. Understand Market Nuances (Dynamic vs Conservative): There are clear differences in the behaviour, adoption and ecosystems of voice in each country. We consistently see differences emerging between dynamic and conservative markets. To succeed, brands must first understand the behaviour and ecosystem in each market.

 

Please login with linkedin to comment

iProspect Voice search

Latest News

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”
  • Advertising
  • Campaigns

Vision6 Launches First-Ever National Brand Campaign “Simply Reliable”

Australian owned and operated email and SMS marketing software company, Vision6, announced the launch of its first-ever national brand campaign and new brand platform “Simply Reliable”. Founded in 2001, Vision6 was one of the first email marketing software providers in Australia and has since been relied upon by thousands of Aussie businesses and organisations for […]

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender
  • Media

JCDecaux New Zealand Grows Its Team To Lead Street Furniture Tender

Out-of-Home media company JCDecaux New Zealand has appointed business growth specialist Adam McGregor in preparation for its bid to win upcoming local government street furniture tenders across the country. With contracts for the provision of street furniture including bus shelters across New Zealand up for renewal from late 2022, they collectively represent the biggest advertising […]

ABC iview Goes Virtual With Fetch TV
  • Media

ABC iview Goes Virtual With Fetch TV

Fetch TV has announced that ABC iview will soon be available as a dedicated Virtual Playlist Channel on the Fetch platform. Virtual Playlist Channels (VPCs) were developed by Fetch to promote content discovery, and to provide a clear bridge between the traditional world of linear TV and the growing availability of on demand content via […]

Jackie Gillies Joins The Acast Creator Network
  • Media

Jackie Gillies Joins The Acast Creator Network

Jackie Gillies, businesswoman, psychic medium and cast member of The Real Housewives of Melbourne is bringing her sassy, inspirational and adventurous spirit to her new podcast Shine It Up, With Jackie Gillies, which launches today via Acast. Hosted and distributed by the creator-first podcast company Acast, the show will offer listeners inspiration and motivation to […]

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp
  • Media
  • Technology

Hungry Vax, Jabstar, JAB Hi-Fi: Aussie Designers Give Iconic Logos A Pro-Vax Revamp

Crowdsourcing platforms DesignCrowd and BrandCrowd are promoting vaccination efforts in a unique way, launching a logo redesign contest among their networks of designers. The initiative saw iconic Australian brands such as Hungry Jack’s, Jetstar, JB Hi-Fi, and Bunnings undergo a redesign.  “We thought it would be fun to see some other iconic Australian brands back […]

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief
  • Media

Harper’s Bazaar Australia Appoints Jillian Davison As Editor In Chief

Jillian Davison has been named editor-in-chief of the recently relaunched Harper’s BAZAAR Australia. She will oversee all content, development and creative direction across the iconic magazine’s digital and brand platforms. Davison (pictured) succeeds Eugenie Kelly, who recently stepped down to pursue other opportunities. The announcement was made by Maureen Jordan, publisher of Harper’s BAZAAR Australia […]

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own
  • Advertising
  • Campaigns

72andSunny Unveils First Campaign For Plant-Based Drink Brand Australia’s Own

Freedom Foods and 72andSunny Sydney have launched the first advertising campaign for Australia’s Own range of plant-based beverages. The campaign introduces a new visual world and identity for the brand and captures the healthy, positive feeling you get when spending time in nature and when consuming Australia’s Own certified-organic, plant-based beverages. As well as featuring […]