Voice search on track to Drive Business Performance
Research study by leading performance marketing agency iProspect finds that voice search adoption is set to grow in importance
Global performance marketing agency iProspect unveils a new study exploring the rise of voice search adoption among UK customers. Findings deliver new insight into the factors shaping the adoption of voice activated technology and the future impact it will have on consumer commerce.
- Despite predicted trends on the rise of voice search (50% search being via voice by 2020, ComScore), only 15% of adults in the UK are using voice search today
- Although the predominant voice behaviour is broad information seeking, 25% of voice search has purchase intent behind it (find a store location, purchase or order something, research something you want to buy)
- 35-54 year olds are as likely to use voice search as 18-24 year olds
- Over 10% of 65+ use voice to search in the UK
- Men are twice as likely as women to purchase using voice
Download the full report here
The 2017 research project, based on an online survey of 1,118 UK consumer respondents, reveals that although voice search is on the rise, it is still far from the predominant method of searching. This creates clear implications for brands today and tomorrow.
We have focused on the today; the 7M+ people in the UK using voice search in 2017. Utilising the research to identify opportunities for brand to leverage voice search to drive business performance.
Stefan Bardega, CEO iProspect UK & Ireland commented: “As technology powering voice search gets smarter, consumer adoption will increase exponentially. This will have major implications for businesses as they’ll have to re-imagine their search strategies if they want their products to be discovered and purchased across all interfaces. Like social and mobile before it, voice activation is disrupting the digital ecosystem for brands. Those that are ready will remain relevant to their customers.”
“As consumer expectations and behaviours shift, brands will need to evolve how they converse,” says Caroline Reynolds, Head of Product at iProspect UK. “The year of voice has not quite arrived, but developing a voice-optimised keyword strategy through understanding the questions consumers are asking, whilst considering how voice search supports omni-channel journeys will set brands up for longer term success and maximising short-term performance from search.”