Smart speaker owners want to hear from their favorite brands, but you'll have to get creative to reach them. The smart speaker industry is growing exponentially. TechCrunch reports that 146.9 million devices were sold globally in 2019, which is up 70% from the previous year.
Voice search is growing in popularity and creating new opportunities for marketers to reach consumers through this technology
It should come as no surprise that adults and teens use technology in different ways. Still, the gap in the use of voice-enabled devices is quickly shrinking, making it a viable marketing method for multiple demographics.
Voice search users generally like the ability to quickly find information or offers without having to type, including busy people who don’t have time to pick up a device to access a website.
We’re also seeing more consumers becoming increasingly comfortable using voice technology in public. As a result, brands must be ready for voice to be an essential piece of the customer experience for years to come.
Let’s take a closer look at how this technology is impacting consumers’ lives in 2020 and ways brands can use it to improve customer outreach.
Who’s using voice search?
Smart speakers and other voice-activated devices are becoming increasingly common, and more people are using them daily than ever before.
In 2014, a report by Google suggested that 41% of adults and 55% of teenagers were using voice search every day, while in 2016, Google reported that 20% of all searches on mobile phones were voice searches.
These numbers have increased steadily since that time, and a 2018 report by PwC found that 59% of consumers between the ages of 18 and 24 use voice technology daily, while an additional 33% use it at least a few times per month.
In addition, 65% of adults between 25 and 49 use the technology every day, as do 57% of those 50 and over.
There’s room for growth in voice marketing, and it’s a great time for marketers to explore voice-enabled advertising methods.
Why people are using voice
People use voice to activate devices because it’s faster and more convenient than typing. The average number of words per minute when typing is 38 to 40, but we speak much faster and more easily — 110 to 150 words per minute.
In total, about 70% of people use voice commands because they’re faster than typing, while an additional 58% appreciate having an answer read back to rather than reading it themselves.
For marketers, one remarkable stat is that 56% of voice search users don’t have the time to type, showing that this technology can help you connect with an under-served market of incredibly busy people. Voice is a technology to fill this void, allowing you to reach people who might otherwise not have time to access your offers.
Where voice search is used
For the most part, people are using voice search when they’re alone. The two most comfortable areas to operate voice technology are at home or in the office alone.
These stats make sense, as these are two situations where consumers may have their smart speakers set up and can easily access them without distraction.
One surprise with these stats is that the third most common place to use voice search is while on public transportation. This suggests that as the technology becomes more prevalent, people are growing more likely to use it around others and, perhaps, are less worried about its security.
When advertising, keep these places in mind because they’re ideal for providing a Voice Activated Call to Action™ (VACTA).
What this means for the future
The fact that more people than ever before are using voice search in a variety of environments is good news for the future of the technology, especially from an advertising point of view.
Voice Activated Call to Action (VACTA) technology allows you to present consumers of all ages with offline marketing material that they can then access through their smart speaker or other voice-enabled devices.
Consumers on public transportation, in the home, and in the office will often come across these advertisements either through direct mail, radio, television billboards, or podcasts. With VACTA technology, they can easily access more information without having to type a thing. Respond Fast offers marketers the ability to reach consumers through voice and includes many of the aspects people are looking for when using this technology. With our proprietary Voice Activated Call to Action, users don’t have to type, can receive an immediate response, and can respond to you offer even when they’re busy with other things. Contact us today for more information or to start your first campaign.