Voice search will dramatically alter digital advertising because many people do not look at their screen when talking to their digital personal assistant. Comscore estimates that 50% of all searches will be voice-based by 2020, so far fewer people will see ads and the rules for SEO will change.
Currently, 40% of adults use voice commands daily and 20% of all mobile searches are spoken. Both these percentages have skyrocketed recently with the rapid increase in devices that have voice-enabled digital assistants like Siri, Cortana and Alexa.
Consumers love voice search because it is simple, quick, and solves practical problems associated with searching while driving, cooking or using the bathroom (yuck.) With improvements in speech recognition technology, users get accurate results 95% of the time.
Asking for directions, finding contacts, and requesting action-oriented information (“I want to…”) are the top three categories of voice searches.
Additionally, roughly half of Americans who research products online say they use voice searches as part of their process. Marketers will have to find new ways to reach them with information and advertising.
Sources: Brand3 2016, Business2Community 2106, Google 2014, Venture Beat 2016