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Data pick of the day: 38% voice tech users discover brands through search

In the new data released by GlobalWebIndex almost two-thirds of Smart Speaker and Voice Search Users say they are brand-loyal, with users in North America and Latin America most likely to say they stick to brands they like. Brand loyalty plays an important role on further product discovery, as a consumer could order a product without seeing any branded messaging.

GWI’s data found that while search engines and TV ads are the top forms of brand discovery, they under-index, meaning that users of voice-enabled devices are less influenced by branding when browsing online and watching TV.