Page 8 - AeM_September_2021

RESEARCH, ANALYSIS & TRENDS

Distrust in voice applications slows

down acceptance

Voice search is already pervasive and used Unfortunately, there is still a lack of user confidence in
every day, people ask for recipes, addresses, the providers of smart speakers. But even though mar-
opening times or the weather occasionally; keters are aware of this situation, the topic still plays a
therefore, websites should be optimized subordinate role in their day-to-day operations. At least,
accordingly. This means in practice, preparing that’s what the DMEXCO trend survey revealed two
information clearly, answering simple questions, years ago with 854 national and 270 international par-
and optimizing the loading time. ticipants from their community, revealing at the same
time that the technological evolution relating to voice is
In contrast to written search queries, whole sentences only at the beginning.
are often "entered" in voice searches. Consequently,
the better a website can respond to such detailed According to the study, smart speakers are primarily
searches, the more likely it is to pick up users, thereby used to listen to music via a streaming provider (around
making content that helps users and answers their 40%) and for web radio or podcasts (around 30%).
questions all the more important. Searching via voice or ordering products via smart
speakers is only used by around 20%, while voice com-
Voice assistants are one of the more frequently used merce is still the least used application.
applications in smart speakers and smartphones, which
is why marketers can’t ignore that trend and should Even though sales volume of devices and the use of
adapt to the changes brought by them. voice assistants are constantly rising, smart speakers
simply have one great weakness: many people consid-
Hence, keep an eye on the most popular voice con- er them as intruders in their living rooms and are afraid
trolled personal assistants and devices (see table on that their personal data isn’t handled with enough sen-
the next page). sitive care.

8 August 2021: Omnichannel Marketing