“Voice search statistics” refer to data and insights related to the utilization, trends, and patterns of voice-activated search queries through voice-enabled devices and technologies. These statistics encompass aspects such as the adoption of voice search, the devices and platforms employed for voice searches, the nature of these queries, and the repercussions of voice search across different sectors.
A growing number of people in the United States are embracing voice search. Recent reports indicate that presently, half of the U.S. population employs voice search on a daily basis, with an additional 34% using it at least once a week (UpCity, 2022).
Remarkably, the majority of voice search users have been utilizing this feature for a considerable period, with 72% having used it for between one to five years. In fact, 16% of users have relied on voice search for more than five years. While smartphones and smart speakers are currently the most popular devices for voice search, other gadgets like watches, TVs, and home appliances are gradually integrating voice search features, hinting at potential future popularity.
The era of typing in search queries is gradually waning. Approximately 71% of consumers now prefer voice searches over traditional typing (PricewaterhouseCoopers, 2018). Despite the advanced capabilities that voice search offers, its primary use remains associated with basic functions such as checking the weather, playing music, and setting reminders.
However, given the potential and benefits of voice search, its popularity continues to grow, particularly benefiting the disabled and visually impaired communities who find voice search more accessible.
As of 2022, more than one-third (35%) of U.S. consumers owned smart speakers (Statista, 2022). This marked a notable annual increase of two percentage points and an 11-point surge compared to 2020, reflecting the growing preference for these devices.
Current data also demonstrates the dominance of tech giants Amazon, Google, and Apple in the U.S. smart speaker market, with Amazon leading by a significant margin with 94.2 million devices in use. Google’s smart speakers, while trailing, experienced rapid sales growth, expanding by an impressive 234% from 2019 to 2021. This indicates a narrowing gap between Amazon and Google in the near future.
The ownership of smart speakers is on the rise, parallel to the increasing use of voice search through these devices. A substantial 52% of smart speaker owners use their devices daily (NPR, 2018), with over one-third of them utilizing voice searches.
Given this trend, if you operate an e-commerce business focused on tech gadgets, consider boosting your marketing efforts around the holiday season, especially between Black Friday and the year-end, as this period witnesses a significant surge in smart speaker purchases. Amazon currently holds approximately 70% of the smart speaker market share in the US, surpassing its competitors, Google Home and Apple’s HomePod.
The uptick in smart speaker ownership aligns with the growth of e-commerce, leading more people to turn to their smart speakers for online shopping. In 2022, as many as 33.2 million U.S. consumers were projected to shop using the voice search feature on their smart speakers (eMarketer, 2020).
To provide context, this represented a 3.5% increase from 2021, accounting for 14.1% of the total number of digital shoppers in the US. Notably, health and beauty products topped the list of items purchased via voice, with approximately 8.9 million transactions between August 2019 and August 2021. Electronics and household supplies also witnessed significant voice-assisted purchases, at 8.8 million and 8.5 million, respectively.
As more consumers embrace voice search for shopping, it’s crucial to understand when during the purchase process they rely on voice search the most. Survey results indicate that online shoppers utilize voice assistants more extensively in the pre-checkout stages, particularly for product research and adding items to shopping lists.
Over 50% of online shoppers in the US use voice assistants for product research, while more than a third use them for creating shopping lists (Narvar, 2018). Voice assistants also play a role in post-checkout stages, with 30% of online shoppers employing them to track packages, 20% leaving reviews or ratings, and 17% using voice search for repurchasing items. Given these voice search statistics on shopping, e-commerce owners are encouraged to optimize their websites for voice search.
Voice ads have become a part of the voice search landscape, and they differ from conventional forms of advertising in terms of consumer perception. An impressive 40% of consumers who have encountered voice ads on smart speakers find them less “intrusive” (Adobe, 2019), and 39% consider them more engaging.
Experts attribute this to the ability of voice ads to connect with consumers on a deeper emotional and personal level. Furthermore, consumers are not only relating better to voice ads but also responding positively, with nearly 40% proceeding to purchase the advertised products.
Currently, more than a quarter (27%) of the global online population utilizes the voice search feature on their mobile devices (GlobalWebIndex, 2018).
The 16-to-34 age group constitutes the majority of mobile voice search users, with approximately two-thirds falling into this category. Notably, mobile voice search usage is evenly distributed across genders, with 28% of men and 26% of women use voice-assisted searches on their mobile devices.
In terms of global markets, Asian countries like Indonesia, China, and India stand out, where 38%, 36%, and 34% of internet users, respectively, engage in voice-assisted searches on their mobile gadgets. For comparison, in the US, just 25% of internet users employ the voice search feature on their mobile devices.
An impressive 72% of US consumers actively engage with voice search through digital assistants like Siri, Alexa, Google Assistant, and Cortana (Microsoft, 2018). Among them, Google Assistant and Apple’s Siri are the most favored, with 36% of all US consumers having used them for voice searches.
Amazon’s Alexa follows closely with 29%, and Microsoft’s Cortana is used by 19%. Among the various gadgets offering voice-assisted search functions, smartphones emerge as the preferred choice for voice search users, with over 90% of consumers reporting the use of their smartphones for voice searches, compared to less than half on smart speakers and just over four in ten through in-car voice assistants.
From the aforementioned voice search statistics, it is evident that voice technology is gaining popularity and possesses the potential to revolutionize daily life. But what exactly do people use voice technology for?
According to a recent survey, the top task assigned to voice assistants by users is checking the weather, with around 17% of users doing so (UpCity, 2022). This is closely followed by searching for nearby establishments such as restaurants and shops, carried out by 16% of voice search users.
Additionally, 14% use voice assistants for hands-free searches while driving, and 13% employ them to look up definitions and facts. Voice search also plays a significant role in searching for online products and services, a statistic that should be of particular interest to e-commerce businesses.
Given the escalating popularity of voice search, website owners and businesses are increasingly focusing on optimizing their online presence for voice queries. To enhance the visibility of your website in voice search results, consider incorporating natural language keywords and phrases commonly used in spoken queries.
Long-tail keywords and question-based phrases are especially effective for voice search optimization. Additionally, ensure that your website content offers concise and relevant answers to frequently asked questions related to your industry or niche. Implementing structured data markup can also assist search engines in better understanding and presenting your content in voice search results.
Local businesses can reap significant benefits from the rise of voice search, as consumers often employ voice queries to locate nearby stores, restaurants, and services.
To harness this trend, ensure that your business information, including location, contact details, and hours of operation, is accurate and up-to-date on online platforms such as Google My Business. Encourage satisfied customers to leave positive reviews, as these can bolster your local search rankings.
Creating content that addresses local topics and events can also help attract voice search users seeking information about their immediate surroundings.
E-commerce businesses should regard voice search as a pivotal component of their digital marketing strategy. Voice shopping is witnessing significant growth, with consumers increasingly using voice assistants to make purchases.
To tap into this market, ensure that your online store is voice-search-friendly by optimizing product descriptions with natural language, implementing voice-friendly navigation, and offering voice-exclusive promotions. Crafting a seamless voice shopping experience can position your e-commerce business competitively in the evolving digital landscape.
As voice search becomes more ingrained in our daily lives, concerns regarding privacy and security are on the rise. Users may express apprehensions about the data collected by voice-enabled devices and its potential misuse.
It is imperative for businesses and technology companies to prioritize data protection and transparency. Clearly communicate your data usage policies to users and provide options for controlling and deleting voice data. Addressing privacy concerns is paramount in building trust with your audience and promoting the continued adoption of voice search technology.
The future of voice search holds promising prospects, with ongoing advancements in natural language processing and artificial intelligence.
We can anticipate voice assistants becoming even more seamlessly integrated into our daily routines, offering personalized recommendations and assistance across a wide array of devices. Voice search is likely to expand beyond smartphones and smart speakers to encompass smart cars, home appliances, and wearable devices.
Staying abreast of these emerging trends and technologies will be indispensable for businesses aiming to remain at the forefront of voice search optimization and provide enhanced user experiences in the years ahead.
In 2023, voice search has firmly established its presence in the United States, with approximately half of the population using it daily and a significant portion relying on it for several years. Consumers prefer voice searches for various tasks, marking a shift from traditional typing.
Smart speaker ownership is on the rise, with Amazon leading the market and Google’s speakers gaining ground. Voice search has also become a driving force in online shopping, especially for health and beauty products. Its influence extends throughout the purchase journey, from product research to post-purchase activities. Businesses are actively optimizing for voice search, and local businesses can benefit by ensuring accurate information and encouraging positive reviews.
However, addressing privacy concerns remains crucial for building user trust in voice search technology.
Future Trends in Voice Search: a number of studies have suggested that voice search is likely to become increasingly popular in the future. For example, a study by Gartner predicted that by 2022, 70% of interactions with smart speakers will be voice-based.
Another study, by PwC, found that 66% of consumers believe that voice search will be the primary way they interact with the internet in five years.