A new study shows that 62% of smartphone users in the Asia Pacific used voice-activated technology in the last six months.
The report, The Future is Voice Activated, which was conducted by iProspect insights consultancy idstats, researched voice adoption and usage across urveyed over 1,800 smartphone owners aged 18 to 50 years old in Australia, China, India, Indonesia, Japan and Singapore.
The findings highlighted India (82%) and China (77%) as leaders in voice adoption.
Additionally, the report said that 56% of current users observed that their usage had increased over the last six months and 95% indicated their intention to continue using voice technology in the next twelve months.
Brands who aren’t reacting to this burgeoning technology risk becoming invisible sooner than they think across key customer touch points.
Using the research and Net Promotor Scores, iProspect classified surveyed markets into two categories: conservative and dynamic growth markets. Conservative being those with less than 60% adoption, mixed sentiment towards the technology and steady growth potential, while dynamic growth markets are classified as having over 60% adoption, positive sentiment towards the technology and high growth potential. These classifications frame the content of the whitepaper.
“The transformative impact of voice technology is being felt across the globe,” said said Joanna Catalano, CEO, iProspect Asia Pacific. “Brands who 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.”
Suggestions for Brands for 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 optimize 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 behavior, 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 behavior and ecosystem in each market.