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07 July 2021
Use of voice assistants aligns with marketing funnel
Voice, chatbotsSearch marketingUnited Kingdom
Nine in ten people who use a voice assistant, whether on a phone or smart speaker, do so to search the internet, with four in ten also making purchases via their assistants, according to a new study which finds that consumer behaviours align with the marketing funnel.
Why it matters
The Voice Consumer Index report from voice tech agency Vixen Labs – based on a survey 6,000 people across the UK, US and Germany – shows that users move from awareness (80% search information about products) to purchase and retention (41% of users have made a purchase through voice), but many consumers are still reluctant to have a voice assistant in the home.
Among those unwilling to embrace voice assistants, 41% cited privacy concerns and 29% trust concerns.
There’s also a reluctance to speak to an assistant in public; just 22% of users said they’d feel unabashed about doing so.
Different geographies use the tech in different ways: 21% of US consumers say ‘pay a bill’ is their top Banking & Finance voice-assisted task, compared to 15% in the UK, and 17% in Germany.
This likelihood switches in other areas: German users are more open to using the technology to find a doctor or specialist than those from the US or UK.
“The customer base is ready and waiting, but in order to tap into this new marketing channel, brands need to optimise, create and integrate their products and services with voice technology” – James Poulter, CEO & Co-founder of Vixen Labs