Study: 57% Of Aussies Use Voice Search

Study: 57% Of Aussies Use Voice Search
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

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win
  • Marketing

Princess Polly Appoints Jaywing To Drive Global Expansion With SEO Account Win

Data science led marketing agency, Jaywing, has won the SEO account for online fashion retailer, Princess Polly, in both Australia and the United States, adding to its ever-growing eCommerce portfolio. The Sydney based agency will be managing the retailer’s search engine optimisation, with the aim of facilitating the brands growth in Australia and the US, […]

Connect Agency Launches Micro Influencer Booking Agency
  • Advertising

Connect Agency Launches Micro Influencer Booking Agency

The Connect Agency has just announced the launch of their micro influencer booking agency, Connect Engage. The division will represent digital content creators in the kids and family; interiors; and health and wellness spaces to drive brand engagement and reach further. Connect Engage will work alongside the public relations, creative, and talent representation arms of […]

Processed with VSCO with  preset
  • Marketing

Bernard Wilson To Lead Cashrewards

Cashrewards, today announced the appointment of experienced loyalty, data, digital marketing and ecommerce executive Bernard Wilson as its Chief Executive Officer. Wilson previously ran loyalty, data, media and marketplace for Myer and was a senior executive in loyalty and data at WooliesX. He joins from data science and artificial intelligence leader Quantium, where he was […]

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR
  • Media

Network 10’s Moira Hogan To Lead Australia BritBox, Richard Hill To Lead Marketing & PR

As BritBox escalates its plans to launch in Australia later this year, joint venture partners BBC Studios and ITV announce the appointment of Moira Hogan as Country Manager. Tasked with leading the BritBox Australia strategy and team, Moira joins from Network 10, where she was Head of Content and Commercial Partnerships for Digital Media.  She […]

Bean Body Launches ‘Be Any Body’ Campaign
  • Campaigns

Bean Body Launches ‘Be Any Body’ Campaign

Australian Energetic Beauty brand, Bean Body today launches its new campaign #BEANYBODY that breaks convention by featuring every bodies. Captured by Steven Chee and styled by Marina Didovich, with hair by Anthony Nader and makeup by Max May, the campaign features the completely unretouched new faces of Bean Body – 12 inspiring everyday women who […]

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market
  • Media

Media Platform Cannabiz Launches For The Burgeoning Legal Cannabis Market

A new media platform servicing Australia’s burgeoning legal cannabis industry launches today. Cannabiz is the brainchild of Mumbrella co-founder and former CEO Martin Lane and KlickX founder Kim McKay. It will inform, educate and connect Australia’s legal cannabis sector through its website weekly newsletter, podcast, market intelligence, industry reports, networking events and business consulting services. As […]

Courier holding package and tablet while male customer is signing receipt for his home delivery parcel.
  • Technology

Medallia Partners With Adobe To Deliver Complete View Of Customer Experience Journey

Medallia today announced an integration between Medallia Experience Cloud and Adobe Experience Platform (AEP) that gives brands comprehensive insights into the complete customer journey to deliver highly personalised real-time experiences that increase purchase frequency. Customer feedback from Medallia Experience Cloud seamlessly integrates with behavioral data in Adobe Experience Cloud to deliver a single view of […]

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process
  • Media

How Marketers Can Avoid ‘Overcooking’ The Storytelling Process

“As marketers, we tend to overcook the storytelling process.” That was the message from Carlton and United Breweries head of creative and production Jonathon Bernard, during a special B&T Webinar on Storytelling at Scale, presented in partnership with Shutterstock. “Successful storytelling is the ability for a story to resonate and connect with its audience. As […]

New Leader Boosts oOh!’s Queensland Sales Team
  • Media

New Leader Boosts oOh!’s Queensland Sales Team

oOh!media’s Queensland market position is set to be bolstered with the appointment of former ARN Sales Director Jamie Wood as the new leader of its Queensland sales team. An experienced and respected industry figure, Wood will enhance the capabilities of the local sales team while delivering strategic leadership and building customer relationships across the portfolio. […]

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness
  • Media

New Research Shows Echo Chambers Present An Opporunity For Brands To Escape The Sea Of Sameness

New research has examined the role of echo chambers in Australia and their impact on society, media and brands, offering guidance to marketers on how to escape the sea of sameness surrounding their industry. The independent study conducted by the human and cultural strategy team of FiftyFive5 and Nine’s marketing solutions division, Powered, examined the […]

Magnite Reveals Australian Leadership Team Following Rubicon Project And Telaria Merger
  • Technology

Magnite Reveals Australian Leadership Team Following Rubicon Project And Telaria Merger

Magnite, the merged company of Telaria and Rubicon Project, today announced James Young has been appointed as Managing Director for Australia, where he will be responsible for growing the business in the country. James held the role of general manager for Telaria in Australia prior to the merger of Telaria and Rubicon Project, where he […]

Binge On The Lookout For ‘Official Bingers’ To Review Titles
  • Media

Binge On The Lookout For ‘Official Bingers’ To Review Titles

Australia’s newest streaming service, BINGE, has launched a national competition to find 10 budding reviewers to become Australia’s first official Bingers and members of the BINGE Club. The competition, which launched this week, invites Aussies to tell us what makes them the country’s best entertainment reviewer and submit a review of their favourite show or […]