Location management firm, Uberall, surveyed 1,000 consumers in the UK to find out if and how they were adopting voice search to find local business information.
Key findings from the 1,000-person survey include:
- 15% are using voice search at least once a week – defined as daily or weekly – whereas almost two-thirds (66%) of respondents have never used voice search. The remaining 19% had dabbled with voice search, using it on an irregular or infrequent basis, while 55% of respondents felt that voice search will be important in the future.
- Most frequent users use voice search in their own home (52%) or in the car where using their hands was not an option (15%).
The report also analysed the top reasons British people are not adopting voice search more frequently.
- Either they are not used to it (27%), they do not feel that it is the most efficient means of search (19%), or they do not feel that it is accurate enough (18%).
- 11% of UK-based respondents stated they did not use voice search as they felt uncomfortable talking to AI-based technology. The same number – 11% – said they were embarrassed about using voice recognition technology in front of other people.
Consumers searching for businesses via voice search
- 33% were using voice search as a means to locate business information at least some of the time.
- The number one reason users gave for their lack of voice adoption to search for business information was the lack of natural dialogue (18%), followed closely by the lack of results provided for the search query (14%).
- The limits of voice search technology seem to be the biggest hurdle stopping it from gaining universal adoption, while the biggest opportunity for businesses to get ahead of their competition seems to be in offering consumers deals, sales or promotions that are tied to voice search (9%).
VSR [Voice Search Readiness] is an evolving opportunity for businesses to reach more customers easily and improve their online presence. As voice technology is constantly improving and finding its way into our homes, workplaces and transport, adoption is only likely to increase and, although 15% may not seem like a lot of regular users, that’s a significant proportion of people that businesses aren’t reaching every day when they decide to neglect voice search readiness.
Norman Rohr, SVP of Marketing at Uberall