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What people use voice assistants to search for (Vixen Labs study part 2)

We first explored the Voice Consumer Index 2021 study from Vixen Labs here. That review of Part 1 in the study covers the extent of consumer use and what stops people from adopting voice assistants on their phones and through smart speakers. Part 2 offers more detail about how and where conversational interfaces are used. (Vixen Labs is a UK-based voice agency that consults with enterprises about AI-based conversational interfaces, from strategy to product builds. The company’s Voice Consumer Index 2021 research paper was produced with the Open Voice Network and research company delineate (lower-case “d” intentional).

The thrust of the entire study is to measure how voice activities align with marketing funnels. That query is partially answered by the graphic below, illustrating that while two-thirds of U.S. users are seeking general search engine information, over one-fifth of respondents search for information on products and services.

The study, which surveyed consumers in the US, UK, and Germany, itemized and ranked industries for which voice search is an opportunity. “The urgency to stake brand authority is greater in some industries than others.”

The study notes that 91% of voice users do perform information searches (of all types) via voice assistants.

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Brad Hill

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