21 August, 2018

Study: 57% Of Aussies Use Voice Search

By Hannah Cheale

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:

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.

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.
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.

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