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Voice search is the new 2022 trend. How to integrate this feature into an advertising campaign

Voice Assistant is an artificial intelligence program. It outputs the result based on the user’s query. First, the automatic system recognizes the voice and removes noise from the recording. Next, it converts to text and compares the result with the words in the existing database.

Back in 2014, Google published statistics on the use of voice search. 55% were teenagers (teenagers under 16), 41% – adults. Specialists also investigated requests made with the help of a voice assistant. Why use a tool? In the younger generation, popular requests were: call friends, acquaintances (43%), learn about the direction (38%), help with homework (31%), playing a song (30%). The older generation was in demand: direction information (40%), text dictation (39%), call (31%), time check (11%).

To understand the specifics of the voice assistant, you need to compare it with the main competitor’s text search. There are 3 main differences:

Request length. On average, it is 4.2 words for voice search and 3.2 words for text search. When typing a keyword, a person uses fragmentary relevant phrases. Voice commands are based on spoken language, and therefore sound like full-fledged proposals, such as: “The best multicookers of 2021” and “Which multicookers are recognized as the best in 2021?”.

Priority of issues. Most oral inquiries are formed as questions and begin with the words “what”, “why”, “how much” and so on. By giving verbal commands, a person subconsciously thinks that he is communicating with a real interlocutor, which means that his requests will sound more natural than in everyday communication.

Strong intention. People use voice search to more accurately reflect their intentions. Therefore, such requests must be answered specifically and accurately. Therefore, for a site to be easily found through voice delivery, its semantic core must include not only individual phrases but also clear answers to specific questions. For example, in the query “Where to buy Xiaomi?” you should choose the phrase: “At XYZ you can buy Xiaomi…”.

Let’s consider the main reasons why businesses need to use voice search in 2022:

    1. The popularity of voice-enabled devices is growing rapidly

In 2020, more than 150 million smart speakers were sold, and by 2024 the amount from the sale of smart speakers is expected to exceed $ 30 billion.

2. Voice commands become part of the life process. This is evidenced by the following figures:

    • 65% of people between the ages of 25 and 49 use voice assistants at least daily.
    • 52% of people have voice speakers in residential apartments.
    • 25% keep the device in the bedroom and 22% in the kitchen;
    • 71% of mobile owners believe that they will use voice search more often in the future.

In 2020, 30% of web browsing sessions were screen-free (by voice only). This confirms that consumers interact with brands on the Internet;

93% of consumers are satisfied with voice assistants. The benefits noted by consumers are the ability to perform multiple tasks at once, get instant answers to questions and make your life easier.

3. People use voice search to shop.

    • Today, voice purchases account for about $ 2 billion in consumer spending;
    • By 2022, voice communications will be a $ 40 billion channel;
    • 43% of Internet consumers of different ages use voice devices to make purchases;
    • 51% use an assistant to search for goods. 22% of these consumers make purchases directly via voice, and 17% used it to re-order goods.
    • Voice search is the trend of 2022

4. Voice interaction directly with local search.

    • 76% of smart speaker users perform a local voice search at least once a week. 46% of users perform daily voice searches for information about local companies;
    • 58% of consumers use voice search to find information about local businesses. Voice search is often used to search and search for local businesses because it is convenient for mobile customers;
    • 51% of consumers use voice search to find restaurants. This is the most common business with voice search;
    • 28% of consumers continue to call the company they are looking for by voice.

5. Voice Search converts a request into a phone call and increases its number.

    • 84% of marketers say that phone calls have a higher conversion rate and higher-order value (AOV) compared to other forms of interaction.
    • Subscribers convert 30% faster than web leads. Calls provide a faster return on marketing investment.
    • Calls are made by people with a higher intention to buy.
    • Conversational data from phone calls helps marketers provide better personalization and increase profits.

6. Personalization can increase voice search conversion.

    • 72% of consumers say that they use only those marketing messages that meet their specific interests.
    • 83% of consumers say they need a positive experience
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