The British Voice Agency, Vixen Labs, recently published the Voice Consumer Index 2021 – a broad study mapping user behavior linked to voice assistants in the US, England and Germany. Some key takeaways from the study are:
A GROWING DIGITAL CHANNEL AND A NEW INTERFACE
According to the survey, 60% of adult consumers use voice assistants and every third consumer uses voice assistants daily. The primary interaction is via mobile followed up by smart speakers. Using the voice assistant in the car and through wearables are other popular channels of interaction. The main reasons behind the usage of voice assistants are availability and speed, as well as having access to information in situations where you can not use a screen or need to be hands-free.
INFORMATION SEARCH, PRODUCT SEARCH, SHOPPING AND SERVICE
The usage has developed from the early behavior with simple commands (for e.g play music, set a timer) to more advanced questions about brands, products and services. 80% of users seek information about products and services and 70% of users seek brand information according to the study. This means that brand owners need to understand the new way consumers search and how to take control over the questions asked and the answer that is being delivered by their brand in the channel of voice.
CAPITALIZING ON THE DEVELOPMENT REQUIRES NEW TOOLS AND NEW SKILLS
Voice is a new and growing interface between brands and people. Developing presence and capitalizing on this development requires specific knowledge of how dialogue and conversation works. To keep development costs down and ensure quality, new tools are required in the toolbox – such as solutions for adapting data and information to make it accessible via voice.
The Swedish consumer behavior is developing in the same way Germany did in relation to the United States. Sweden has a certain delay but the use is clearly moving from early adopters towards early majority.
Make sure to read the study https://vixenlabs.co/voice-consumer-index