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62% smartphone owners used voice activated technology in last 6 months: Study

About 62 per cent of smartphone owners used voice activated technology in the last six months, with India (82 per cent) and China (77 per cent) emerging as leaders in voice adoption, according to a research by iProspect. Additionally, 56 per cent of current users observed that their usage had increased over the last six months and 95 per cent indicated their intention to continue using voice technology in the next twelve months.

iProspect’s The Future is Voice Activated research piece investigates voice adoption and usage across smartphone owners in Australia, China, India, Indonesia, Japan and Singapore. Together with insights consultancy idstats, iProspect surveyed over 1,800 smartphone owners aged 18 to 50 years old across Asia Pacific in April 2018.

Using the research and Net Promotor Scores, iProspect classifies surveyed markets into two categories: conservative and dynamic growth markets. 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 over 60 per cent adoption, positive sentiment towards the technology and high growth potential.

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.  The reseaerch suggests brands to start simple – in terms of both the queries needed from the user and for information provided by the assistants.

2. Optimise for Rank Zero: In Asia, voice search is becoming a significant way in which consumers 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, the paper highlighted.

3. Understand Market Nuances (Dynamic vs Conservative): There are clear differences in the behaviour, adoption and ecosystems of voice in each country. To succeed, brands must first understand the behaviour and ecosystem in each market.

“The transformative impact of voice technology is being felt across the globe. 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,” said Joanna Catalano, CEO, iProspect Asia Pacific.


Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.