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JWT Innovation Group and Mindshare Reveal Voice Tech Report Analysis

The global voice report shows consumers use voice because it is easier and faster than typing

JWT Innovation Group and Mindshare Reveal Voice Tech Report Analysis

This year the J. Walter Thompson Innovation Group and Mindshare are collaborating to launch the global version of our Voice Tech report, Speak Easy, revealing that 45% of regular voice users globally say they use voice technology because it’s faster whilst 35% use it when they are feeling lazy and can’t be bothered to type.

 
We also worked with the neuroscience market research firm, Neuro-Insight, to investigate the brain’s responses to voice compared with touch or typing and found that voice interactions showed consistently lower levels of brain activity than their touch equivalent, indicating voice response is less taxing than its screen-based equivalent.

 
There is also a fact sheet of top findings for all nine markets covered in the report. The full report will be available Monday. Please drop me a line if you want one. Let me know if you would like to speak to Elizabeth or Jeremy.

 
Key finding from the report show:
 
People are falling in love with their digital assistants
29% of global respondents said they had had a sexual fantasy about their voice assistant

Voice technology will help bring people together
53% of global smartphone users think “voice technology will help people interact more with each other as they won’t always be looking down at a screen”

Voice technology makes our lives easier
39% of all smartphone users are excited about a future where their voice assistants will anticipate what they need and take actions or make suggestions

Privacy is still a big concern
Guarantees around personal data security ranked the number one issue in five of the nine markets surveyed

Algorithm Optimisation will become the new SEO
In a world intermediated by voice assistants brands will need to ensure they are chosen above their competitors

The report also highlights 9 key trends that will shape how consumers embrace voice technology. Some of these include:
 
Trend 1:
Craving intimacy with their voice assistants

Trend 2:
Voice eases the cognitive load

Trend 3:
Voice will liberate consumers from the screen

Trend 4:
Consumers want to give up control to ‘Digital Butlers’

The rise of voice activated technology is being driven by a consumer desire for faster and more efficient ways of accessing information. This will be presented at our talk – 11am June 20th Discovery Stage, Palais II.
 
The report covers nine markets UK, US, Germany, and Spain, Thailand, Japan, Australia, China and Singapore.