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Adobe Analytics shows voice search to rule the gaming and shopping sector

Dec 19, 2018, 8:22 am

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Using voice has become one of the convenient ways to engage with devices and the internet by the consumers. The speakers from Amazon, Google, and other companies have successfully taken their credits and becoming the most popular gadgets worldwide.

The growth has undoubtedly been impressive, but it is still not able to touch the ubiquity of smartphones. However, the industry currently stands at the point where technology changes according to the types of experiences of the consumers. This happened with the smartphone where the proliferation and diversification of applications gave birth to the entire companies and industries.

According to the new survey made by Adobe Analytics with over 1,000 US consumers, it is seen that the use of voice search has become a daily habit for the early adopters. The society is still acting on the wait and see mode. They were asked about their inability to purchase a smart speaker, and they responded vaguely by saying that they possibly do not require one.

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With the advent of smartphones, consumers are now on the verge of discovering new ways of using their voice. Smart speakers have gradually become one of the most influential devices in making voice a part of the device.

The Adobe data also shows that about 38% of the non-owners find voice technology to work well while doubles to approximately 72% of the owners. They often use the voice over the keyboard to interact with the devices and the Internet. 58% of owners say that they use it on a daily basis in opposition to the 24% of the non-owners. The voice dramatically increases confidence with the technology in a strange manner and leading to more frequent usage.

The owners were asked about their favorite, voice assistant enables device, and the smart speaker easily leapfrogged to the top spot for the majority of the respondents while the smartphone continues to dip around from 69% to 27%.

The smart speakers have created the generation of the users who have embraced voice to be a credible challenger to the touchscreen. The challenge is to find essential skills that support the activities that were completed with the taps and a screen to fuel adoption in the mass market.

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However, there has been an emergence of the highest potentials among the 5 top use cases, in 2019 namely-

1. Gaming

There has been an emergence of playing in new ways to mark the ascent of thumb massive games like Candy Crush. A further study has also shown that the standard location of finding a smart speaker was the living room which is the most popular gathering spot. There is an opportunity to grow an entire industry of voice games for a group of friends hanging out, parents looking for an activity suitable for the child, etc. The last Adobe survey had shown 20% of the smartphone speakers are used for gaming purposes.

2. Shopping

This arena can provide a debatable position by inheriting challenges to the consumers. The same debate occurred with the mobile and what the retailers got wrong was an expectation for the mobiles to perform better as well as for the desktop in the sales, where the critical proposition was in the inability to support the buying journey where the shoppers usually close their deals. 47% of the consumers use voice to research the general products, 43 % to create the shopping lists and 32% to make the price comparison. The challenge for the retailers to create a well-connected experience remains permanent.

3. Search

There are approximately about 38% of people who use voice for more searches over a mobile browser. 36% uses voice less frequently and 27%  uses both equally. For information needed in real time, voice allows the consumers to get what they need without pausing the activities.

The most common place to have the speaker in the living room which is accompanied by the bedroom and kitchen, it opens up new use cases and the consumer can easily confirm the details in the recipe while cooking or another in the living room where they can find out about their favorite tv show.

4. News Consumption

The most widely used features on the smart speakers include music, checking the weather or setting the alarms and the reminders. About 46% of the speakers use the voice to check the news or alarms or reminders. A whopping 77% perform it on a daily basis whether it’s the news organization or the radio station, voice offers potential growth.

5. Food Delivery

Approximately about 17% of the smart speaker owners use the voice for food, delivery, and the takeout. It is expected that voice will make the greatest mark on the department of delivery and take out — the people preferring Indian food place the orders by the combination of chicken tikka masala, basmati rice, and naan. There is a possibility of quick reorders with the smart speaker which would start making the app look less attractive.

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