ADOPTION OF VOICE SEARCH CONTINUES TO GAIN TRACTION

As we all know, we live in the era of “on demand”. Consumers want access to relevant information in the most efficient manner possible. Voice search is now the successor of “hands on” search via smartphones. The percentage of U.S. smartphone owners using voice search has reached 65% in 2015 — up from 56% in 2014 — and 30% in 2013, according to our most recent data.

 

2013-2015 voice search

 

The growth of voice search has been propelled by advancements in technology. Voice recognition technology accuracy rates have improved from 70%, in 2011 when Siri was first introduced, to nearly 90% today. Some companies, like Sound Hound, are reporting accuracy rates in the mid-90s. As these numbers continue improve, so will the usage of voice search. Today, 20% of Google’s and 25% of Bing’s searches are voice initiated. These numbers are expected to grow to over 50% by 2020 according to Mary Meeker and her latest internet trends report.

As this migration to voice enabled search continues, it will open up new ways marketers can reach consumers at the right moments. We will launching a new study in the coming weeks that will explore these moments.

 

 

Jason Peaslee

Jason Peaslee is the Managing Partner of Thrive Analytics, a marketing research and analytics consulting firm. His career spans more than 20 years in marketing, advertising, product development, research, and business management. Before founding Thrive Analytics in 2010, he held several senior leadership roles at AT&T, Reynolds & Reynolds, Berry Network, & The Berry Company.

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