At the beginning of the year we published ZenithOptimedia’s 2016 Trends, our view of the ten most important ways in which technology is enabling consumers to adopt a truly mobile lifestyle. This is a summary of our first trend, ‘From text to speech’; we will post summaries of the remaining nine trends over the coming weeks.
Voice search has been available for nearly eight years now, but until recently few consumers have regularly used it. However, improved speech recognition and the ascendancy of the mobile browser will give voice search a substantial boost this year.
Voice search is becoming a regular part of young consumers’ mobile behaviour as they spend more time using apps. According to a new study commissioned by Google, 55% of users aged under 18 use voice search more than once a day, in comparison to 41% of adults.
Enhanced voice-search apps like Siri and Cortana are being supported by improved AI technology and concierge services. These services not only organise users’ daily activities but understand the context of their searches, for example their location and intent, based on previously browsed items. By understanding consumers’ search patterns, voice search apps will be able to pre-empt consumers’ needs and desires, and deliver more relevant help.
Google’s soon-to-be-released ‘Now On Tap’ feature will allow consumers to dip into Google Now without leaving the app they’re in. For example, when a consumer gets an email about seeing a movie, Google Now will offer ratings, a movie trailer, and a link to buy tickets.
As voice search gains momentum, it should be part of every brand’s search strategy to optimise voice search and deliver seamless experiences for mobile users. Brands need to understand how consumers ‘voice their search’, because the words and approaches they use are different from those used to search by text in a browser. To future-proof their search strategy, brands need to take into account how to integrate apps with voice search to drive conversion across the consumer journey.
Click here for a summary of ZenithOptimedia’s 2016 Trends: Empowering the Mobile Consumer, and a link to the full report.
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