Si su empresa no está invirtiendo en tratar de llegar a la cima de los resultados de búsqueda locales, debe dedicar un tiempo a pensar en cómo hacerlo, ya que las consultas de búsqueda por voz brindan resultados locales.</p><h2><strong>Los asistentes de voz están llegando a la mayoría de edad</strong></h2><p>Diez años después de la llegada de Siri, el mercado de los asistentes de voz está madurando y la búsqueda por voz está comenzando a proliferar en varios dispositivos. Los productos de Amazon, Google y Apple ofrecen asistentes de voz, y uno de cada cuatro adultos estadounidenses tiene un altavoz inteligente. Juniper Research predice que los ingresos por publicidad basada en voz alcanzarán los 19.000 millones de dólares en 2022, pero los mejores anuncios siguen siendo los resultados de búsqueda nativos.
John Stine, Executive Director of the Open Voice Network, explains: “Voice will soon be the primary means for consumers to connect to the digital world and the primary means for digital marketers to connect with real consumers…. It's time to prepare. Vixen Labs and the Open Voice Network spoke to 6.000 people in the US, UK and Germany to find out how they use their voice assistants. The results are available here. Ubiquity is one of the great discoveries. More than 30% of us now use voice assistants on a daily basis, and around 23% use them multiple times a day. Almost everyone knows that these things exist.
Voice users get used to
The report also provides useful demographic data. I was interested to learn that 60% of 18-24 year olds and 36% of 25-34 year olds use Siri more than any other assistant. Alexa is more widely used in older demographics, while the Google Assistant is also popular. (Cortana and Bixby are minor players in the space.) This ties in with a recent claim by Futuresource that Apple's Siri has 25% of the voice assistant market. Confidentiality remains an issue. However, it looks like it will be some time before wearing these things in public is considered socially acceptable. Only 27% of US voice assistant users are comfortable using them in public, which means we rely on them at home, in the car, or on an iPhone on the go. Of those who don't yet use voice assistants, 42% said privacy concerns have prevented them from doing so, while 32% simply don't trust the assistants. This isn't particularly surprising given incidents like when we found out that Apple had humans eavesdropping on certain conversations. (Apple later helped prevent this.)
The knowledge gap
Confusion persists about what our voice assistants can do. Most people (76% UK) rely on trial and error to find out what they are capable of. In other words, as Apple and others in the space regularly introduce support for different types of search, search users continue to catch up. There are tasks to which people have become accustomed. The report says that most of us use Siri and other assistants to control music (73% of users) and check the weather (80% of users), and confirms that 91% of users have performed voice searches. . This last statistic is why all businesses should work on local search because they are the results most likely to appear in voice search results. It's also good business, given that 41% of those surveyed already use their voice to make purchases. There are behavioral differences between countries: 21% of US consumers say "paying a bill" is their top task for voice banking and finance assistance, compared to 15% in the UK and 17% in Germany . German users, however, are more willing to use technology to find a doctor or specialist than those in the US or the UK. James Poulter, CEO and Co-Founder of Vixen Labs said: “There is currently a lot of white space to move into; Customers are ready and waiting, but to take advantage of this new marketing channel, brands need to optimize, create and integrate their products and services with voice technology.
So what's next?
Some trends are pretty easy to guess: the way we search will change, and people will become more accustomed to using voice to search for certain things than any other form of research. We'll also see the results become more personalized as voice assistants learn more about who is speaking. Moving forward, we know voice assistants will become more empathetic and able to respond to the emotion in a person's voice, and we'll see new form factors emerge like smart displays and smart glasses. In each case, they will use voice as part of the overall interface and expand the spaces where the use of voice makes sense. To get a sense of that future, the best place to look is at Apple's work on accessibility as one area where the company is exploring alternative user interfaces. We are also seeing voice assistants become contextual and can provide answers to questions offline. We are also seeing increasing use of voice assistants in businesses. Enterprise voice assistant architectures like VERA 2.0 allow business users to create their own voice commands to manage their own internal business systems, while applications like Shortcuts allow users to extend what their assistants can do with the existing voices. JP Morgan & Co and Capital One use Alexa in customer-centric roles, and we certainly see voice implemented in call centers around the world, showing that this is a B2C component to support customer-centric roles. Follow me on Twitter or join me on the AppleHolic bar & grill and Apple discussion groups on MeWe.
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