Chances are that by now you’ve likely heard the arguments surrounding the “Yanny” vs. “Laurel” voice recording. While we could dedicate an entire post to dissect what everyone heard, this debate brings an interesting point to light: voice is becoming an emerging topic here in the U.S.
It is estimated that in about two years, half of American households will have at least one voice device in their homes, creating the fastest technology shift in modern history. This outpaces individual adoption rates for smartphones, Television, and the Internet.1
Our latest white paper, Smart Speakers: Helping Brands Find Their Voice exposes the growing role that these devices are playing in how consumers search for products and services they need, as well as the steps brands should take to prepare for this behavior shift.
Today, 42% of consumers who currently own a Smart Speaker are planning to purchase a second one for their home, with some even opting for kid-friendly versions for the minors in their households (more on that in our previous blog post). And while these individuals currently enjoy basic features like listening to music or audiobooks, Smart Speakers are helping with more advanced tasks like shopping list management and reordering. In fact, 57% of smart speaker owners have shopped via their Smart Speaker and 25% have spent over $150 during one purchase. And it’s not just reorders, the majority (58%) are ordering a new product on their device.2 You want to make sure it’s your brand they are ordering via these devices.
It goes without saying that the consumer search experience will be very different on a Smart Speaker when compared to a computer screen. Shoppers will not be able to quickly scroll through pages of options to find what they are looking for. It will be up to the speakers to offer the best suggestion—hopefully it’s your product. Smart Speaker makers Amazon and Google are already creating methods to promote products that have the highest chance of satisfying the consumer’s search. Some major factors that play into this are product cost and shipping time. Adding another layer, Google recently amped up their Smart Speaker game to compete with Amazon by announcing Google Shopping Actions (we wrote about it here). With this announcement, Google is encouraging brands to partner with them to ensure their products end up on top.
It will be crucial for the longevity of your brand to create an advertising strategy that crosses the divide from digital to voice. After all, you don’t want to be left talking about whether the dress is blue and black or gold and white when your competition is discussing whether they heard “Yanny” or “Laurel.”
At Adlucent, we’ve seen the voice evolution coming and are prepared for the shift. Take a look at our newest white paper, Smart Speakers: Helping Brands Find Their Voice, for three steps you can take now to prepare.
1 Active analysis, US Census Bureau, World Bank
2 The Smart Audio Report. NPR.2017