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How do people actually use Voice Search? - Leeds Loves Search 2019 #leedsdigi19
- 1. LEEDS / LONDON / GIBRALTAR WWW.HOMEAGENCY.CO.UK How do people actually use voice search? Neill Horie Head of Artificial Intelligence Optimisation https://bit.ly/voicewhilsteating #leedsdigi19
- 3. “By 2020, 50% of all searches will be carried out via voice.” Andrew ng, Interview in September 2014 #leedsdigi19
- 4. “By 2020, 50% of all searches will be carried out via voice.” Andrew ng, Interview in September 2014 #leedsdigi19 You may have heard this quote trotted out before, but it has quite a dubious pedigree.
- 5. “In five years’ time, at least 50% of all searches are going to be either through images or speech.” Andrew Ng then chief scientist at baidu Interview in September 2014 Source: https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/ #leedsdigi19
- 6. “In five years’ time, at least 50% of all searches are going to be either through images or speech.” Andrew Ng then chief scientist at baidu Interview in September 2014 Source: https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/ #leedsdigi19 The original source, according to an article on eConsultancy, is from Andrew Ng in 2014, which doesn’t quite give the same impact the misattributed misquote has.
- 7. “In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.” Sundar Pichai CEO of Google I/O 2016 Keynote Source: https://youtu.be/862r3XS2YB0?t=5m9s #leedsdigi19
- 8. “In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.” Sundar Pichai CEO of Google I/O 2016 Keynote Source: https://youtu.be/862r3XS2YB0?t=5m9s #leedsdigi19 This is one of the few stats around I really trust, but it’s not the most useful – it’s very top-level, US-only, mobile-only, Google-only and 3 years old.
- 9. #leedsdigi19
- 10. #leedsdigi19 The statistics in this presentation are taken from YouGov, specifically the 24/03/2019 data set for the UK. YouGov is a great tool for understanding the population and our behavior. It also happens to be useful in this case where many of the digital assistant creators are quite tight-lipped, except to say how many devices they sell.
- 11. #leedsdigi19
- 12. #leedsdigi19 A quick note on terminology which is worth bearing in mind: hardware is not software, devices are not the digital assistants/AI agents. Amazon Echo is a device which is an interface for Alexa, with similar comparisons for other services. As the industry has not settled on nomenclature yet, I also use the term ‘brand assistant’ for other functions like Alexa Skills and Actions on Google which are chatbots/rudimentary digital assistants created by brand to plug into the existing Ais.
- 13. 11% 13% 76% #leedsdigi19 DAILY INFREQUENT NEVER
- 14. 11% 13% 76% #leedsdigi19 DAILY INFREQUENT NEVER Green circle is daily users (1+ per day, with 23% of those being 6+ or more), 13% is infrequent users (more than once per week, less than once per day) whilst red circles are nationally representative sample – in this case, 76% of nat rep never use it or use it very infrequently. I could cut it by all kinds of info, such as demographic, but that could be a talk in and of itself!
- 16. 62% 32% 12% 52% 62%19% #leedsdigi19 Left set are people who access digital assistants via standalone speakers, right are via phones. Daily users are twice as likely as infrequent users to use a smart speaker, but less likely to use a phone.
- 18. #leedsdigi19 23% 24% 8% This isn’t particularly useful in some ways (except that people use tablets like phones), but it did surprise me given how few people I know use tablets for digital assistants. If you (still) don’t have a responsive websites or tablet-friend apps/websites and want voice capabilities, strongly consider having a tablet variant for your service.
- 20. #leedsdigi19 8% 8% 3% These are stats for “Other device” – probably a computer, but I like to believe all of them are using smart fridges or toastie makers.
- 21. #leedsdigi19
- 22. #leedsdigi19 Conclusion: make sure you have content linked off as lots of people use phones, and a significant minority use tablets, so they may want to click into a web result.
- 24. #leedsdigi19 31% 28% 8% This and the next slides all look at digital assistant use by demographic for the major brands. Sorry to spoil it for you, but Alexa is the most dominant, although Google is pretty big too.
- 28. #leedsdigi19 10% 41% 12% Siri has a massive proportion of infrequent users, probably people using it via a Mac - which outdoes Cortana considerably on that score.
- 30. 54% - 74% 30% - 80% 12% - 25% DON’T FORGET #leedsdigi19 Bing powers Alexa, Cortana and Siri, giving it the greatest market share of AI assistants, despite being so small in search overall. It powers 54-74% of what daily users talk to, for instance (assuming the maximum value of assistants or the value of all assistants added together).
- 31. 31% 28% 8% #leedsdigi19 Google is big on its own, but we can see that Bing still dwarfs it.
- 32. #leedsdigi19
- 33. #leedsdigi19 Daily users roughly: Weather about 70%, music 60%, news, calendar, and traffic are 30% each. Infrequent weather 40% and rest about 10%. People are using it for quick information. Amongst infrequent users, music and weather are very high as well.
- 34. 51% 42% 12% WE CAN AFFECT THIS #leedsdigi19
- 35. 51% 42% 12% WE CAN AFFECT THIS #leedsdigi19 Meanwhile, high percentages of people are asking for results which come from the web and another 14% of daily users ask for brand assistants, so there’s a lot of people we can reach with voice-powered results we are able to influence.
- 36. #leedsdigi19
- 37. #leedsdigi19 In terms of the kind of things we should include, unsurprisingly it should be quick tasks which require no mental effort, as people are busy/multi-tasking. We want to give answers which they can make use of whilst doing something else, but which link off to other places/have the full information on the main page if needed.
- 39. #leedsdigi19 26% - 30% 15% - 25% Despite the high number of people using smart speakers, a much smaller percentage of people own one – with many people (the difference in the below percentages) unsure whether they have one or not! Of those, most owners do own an Echo (3-6x as many as a Google Home).
- 40. #leedsdigi19
- 41. #leedsdigi19 How do we make money out of this? Well, detailed product information or sales is out as it’s not how people use it. However, targeted/highly sought after product information can still lead to sales. Moreover, think about reducing overheads – having people ask questions on voice saves customer services costs. Making it easier to find these details also makes people less annoyed when they finally speak to someone (hopefully)!
- 43. Source: https://www.thinkwithgoogle.com/data-collections/voice-assistance-emerging-technologies/ 41% #leedsdigi19 TRUST Finally, never forget that, according to Google’s own research, 41% of people who own a voice-activated speaker say that it feels like talking to a trusted friend.
- 44. #leedsdigi19
- 45. #leedsdigi19 These are the three main conclusions I’d take from this to make the most out of voice.
- 46. Further reading Introduction to Artificial Intelligence Optimisation https://bit.ly/europeanswallow - Presentation https://bit.ly/aiogoldrush - Blog post Do you know if Alexa is lying to you? https://bit.ly/lyingalexa AI Assistant Experiments http://bit.ly/aioexperiments - Blog post Can Google Tell Us The Truth? http://bit.ly/nonfacts - Article Alexa Versus Google https://bit.ly/alexavgoogle - Video Alexa Versus Accents https://bit.ly/alexavaccents - Video #leedsdigi19 Neill Horie Head of AIO at HOME https://bit.ly/voicewhilsteating @neillhorie https://www.linkedin.com/in/neillhorie/ neill.horie@homeagency.co.uk
Editor's Notes
- Daily users 62% use a standalone speaker, 52% use a phone, 23% use a tablet, 8% use another device Infrequent user 32% use a speaker, 62% use a phone and 24% use a tablet Nat rep 12% use speaker, 19% use phone, 8% use tablet, 3% use another 62% of daily users use a standalone speaker. 32% of infrequent users use a standalone speaker. Daily users are twice as likely as normal people to use a smart speaker, but less likely to use a phone. I’m a very frequent user and I don’t own a smart home device but I use my phone constantly for it.
- 23% of daily users use a tablet 24% of infrequent users use a tablet 8% of natrep use tablet Not particularly useful, but did surprise me how many people who use tablets to access voice assistants, especially as no acquaintance of mine uses a tablet. If you don’t have a responsive websites or tablet-friend apps and want voice capabilities, strongly consider have a tablet variant.
- 70% of daily users don’t own one, and another 4% aren’t sure 75% of infrequent users don’t own, and 10% aren’t sure About ¾ of users therefore don’t own a speaker, so may use one at work or with a partner The significance of that, combined with 52% of people using mobile is that many people can then go onto a web result and aren’t just being told it Therefore make sure you have further supporting content or links to supporting content from that voice interface 37% of frequent users own an Echo, 12% a Google Home. 18% of infrequent users own an Echo, 3% a Home. 9% of natrep have an echo, 2% a Google Home. Conclusion: Target Echo all the way for mass appeal if you're not going for a phone.
- How to get ROI: Share information which saves you money as much a stuff that makes it – e.g. how does product work, how to get product, what to do with a fault, what does it cost, phone numbers Services, transport, etc. are obviously key for this
- People trust Google - 41% of people who own a voice-activated speaker say it feels like talking to a friend or another person.
- People trust Google - 41% of people who own a voice-activated speaker say it feels like talking to a friend or another person.
- Conclusion 1: Make your voice content a short, useful/task-orientated or quick information-based – don’t do long product information. Conclusion 2: Don't ignore Bing results, as they power at least 54% of frequent users requests and at least 41% of infrequent users requests. Conclusion 3: Don’t let your content exist in a vacuum, link it into other content as many people come in via mobile. Conclusion 4: Only do a brand assistant if you have something new or useful every day, not once in a blue moon.
- Conclusion 1: Make your voice content a short, useful/task-orientated or quick information-based – don’t do long product information. Conclusion 2: Don't ignore Bing results, as they power at least 54% of frequent users requests and at least 41% of infrequent users requests. Conclusion 3: Don’t let your content exist in a vacuum, link it into other content as many people come in via mobile. Conclusion 4: Only do a brand assistant if you have something new or useful every day, not once in a blue moon.