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How do people actually use Voice Search? - Leeds Loves Search 2019 #leedsdigi19

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In this talk, Richard Neill Horie, Head of Artificial Intelligence Optimisation at HOME, discusses why how people actually use voice search and digital assistants and what we can do to grow our businesses with this information.

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How do people actually use Voice Search? - Leeds Loves Search 2019 #leedsdigi19

  1. 1. LEEDS / LONDON / GIBRALTAR WWW.HOMEAGENCY.CO.UK How do people actually use voice search? Neill Horie Head of Artificial Intelligence Optimisation https://bit.ly/voicewhilsteating #leedsdigi19
  2. 2. ARTIFICIAL INTELLIGENCE OPTIMISATIONhttps://bit.ly/europeanswallow #leedsdigi19
  3. 3. “By 2020, 50% of all searches will be carried out via voice.” Andrew ng, Interview in September 2014 #leedsdigi19
  4. 4. “By 2020, 50% of all searches will be carried out via voice.” Andrew ng, Interview in September 2014 #leedsdigi19 You may have heard this quote trotted out before, but it has quite a dubious pedigree.
  5. 5. “In five years’ time, at least 50% of all searches are going to be either through images or speech.” Andrew Ng then chief scientist at baidu Interview in September 2014 Source: https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/ #leedsdigi19
  6. 6. “In five years’ time, at least 50% of all searches are going to be either through images or speech.” Andrew Ng then chief scientist at baidu Interview in September 2014 Source: https://econsultancy.com/the-future-of-voice-search-2020-and-beyond/ #leedsdigi19 The original source, according to an article on eConsultancy, is from Andrew Ng in 2014, which doesn’t quite give the same impact the misattributed misquote has.
  7. 7. “In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.” Sundar Pichai CEO of Google I/O 2016 Keynote Source: https://youtu.be/862r3XS2YB0?t=5m9s #leedsdigi19
  8. 8. “In the US, on our mobile app in Android, one in five queries - 20% of our queries - are voice queries and that share is growing.” Sundar Pichai CEO of Google I/O 2016 Keynote Source: https://youtu.be/862r3XS2YB0?t=5m9s #leedsdigi19 This is one of the few stats around I really trust, but it’s not the most useful – it’s very top-level, US-only, mobile-only, Google-only and 3 years old.
  9. 9. #leedsdigi19
  10. 10. #leedsdigi19 The statistics in this presentation are taken from YouGov, specifically the 24/03/2019 data set for the UK. YouGov is a great tool for understanding the population and our behavior. It also happens to be useful in this case where many of the digital assistant creators are quite tight-lipped, except to say how many devices they sell.
  11. 11. #leedsdigi19
  12. 12. #leedsdigi19 A quick note on terminology which is worth bearing in mind: hardware is not software, devices are not the digital assistants/AI agents. Amazon Echo is a device which is an interface for Alexa, with similar comparisons for other services. As the industry has not settled on nomenclature yet, I also use the term ‘brand assistant’ for other functions like Alexa Skills and Actions on Google which are chatbots/rudimentary digital assistants created by brand to plug into the existing Ais.
  13. 13. 11% 13% 76% #leedsdigi19 DAILY INFREQUENT NEVER
  14. 14. 11% 13% 76% #leedsdigi19 DAILY INFREQUENT NEVER Green circle is daily users (1+ per day, with 23% of those being 6+ or more), 13% is infrequent users (more than once per week, less than once per day) whilst red circles are nationally representative sample – in this case, 76% of nat rep never use it or use it very infrequently. I could cut it by all kinds of info, such as demographic, but that could be a talk in and of itself!
  15. 15. 62% 32% 12% 52% 62%19% #leedsdigi19
  16. 16. 62% 32% 12% 52% 62%19% #leedsdigi19 Left set are people who access digital assistants via standalone speakers, right are via phones. Daily users are twice as likely as infrequent users to use a smart speaker, but less likely to use a phone.
  17. 17. #leedsdigi19 23% 24% 8%
  18. 18. #leedsdigi19 23% 24% 8% This isn’t particularly useful in some ways (except that people use tablets like phones), but it did surprise me given how few people I know use tablets for digital assistants. If you (still) don’t have a responsive websites or tablet-friend apps/websites and want voice capabilities, strongly consider having a tablet variant for your service.
  19. 19. #leedsdigi19 8% 8% 3%
  20. 20. #leedsdigi19 8% 8% 3% These are stats for “Other device” – probably a computer, but I like to believe all of them are using smart fridges or toastie makers.
  21. 21. #leedsdigi19
  22. 22. #leedsdigi19 Conclusion: make sure you have content linked off as lots of people use phones, and a significant minority use tablets, so they may want to click into a web result.
  23. 23. #leedsdigi19 31% 28% 8%
  24. 24. #leedsdigi19 31% 28% 8% This and the next slides all look at digital assistant use by demographic for the major brands. Sorry to spoil it for you, but Alexa is the most dominant, although Google is pretty big too.
  25. 25. 54% 30% 10% #leedsdigi19
  26. 26. 10% 9% 3% #leedsdigi19
  27. 27. #leedsdigi19 10% 41% 12%
  28. 28. #leedsdigi19 10% 41% 12% Siri has a massive proportion of infrequent users, probably people using it via a Mac - which outdoes Cortana considerably on that score.
  29. 29. 54% - 74% 30% - 80% 12% - 25% DON’T FORGET #leedsdigi19
  30. 30. 54% - 74% 30% - 80% 12% - 25% DON’T FORGET #leedsdigi19 Bing powers Alexa, Cortana and Siri, giving it the greatest market share of AI assistants, despite being so small in search overall. It powers 54-74% of what daily users talk to, for instance (assuming the maximum value of assistants or the value of all assistants added together).
  31. 31. 31% 28% 8% #leedsdigi19 Google is big on its own, but we can see that Bing still dwarfs it.
  32. 32. #leedsdigi19
  33. 33. #leedsdigi19 Daily users roughly: Weather about 70%, music 60%, news, calendar, and traffic are 30% each. Infrequent weather 40% and rest about 10%. People are using it for quick information. Amongst infrequent users, music and weather are very high as well.
  34. 34. 51% 42% 12% WE CAN AFFECT THIS #leedsdigi19
  35. 35. 51% 42% 12% WE CAN AFFECT THIS #leedsdigi19 Meanwhile, high percentages of people are asking for results which come from the web and another 14% of daily users ask for brand assistants, so there’s a lot of people we can reach with voice-powered results we are able to influence.
  36. 36. #leedsdigi19
  37. 37. #leedsdigi19 In terms of the kind of things we should include, unsurprisingly it should be quick tasks which require no mental effort, as people are busy/multi-tasking. We want to give answers which they can make use of whilst doing something else, but which link off to other places/have the full information on the main page if needed.
  38. 38. #leedsdigi19 26% - 30% 15% - 25%
  39. 39. #leedsdigi19 26% - 30% 15% - 25% Despite the high number of people using smart speakers, a much smaller percentage of people own one – with many people (the difference in the below percentages) unsure whether they have one or not! Of those, most owners do own an Echo (3-6x as many as a Google Home).
  40. 40. #leedsdigi19
  41. 41. #leedsdigi19 How do we make money out of this? Well, detailed product information or sales is out as it’s not how people use it. However, targeted/highly sought after product information can still lead to sales. Moreover, think about reducing overheads – having people ask questions on voice saves customer services costs. Making it easier to find these details also makes people less annoyed when they finally speak to someone (hopefully)!
  42. 42. Source: https://www.thinkwithgoogle.com/data-collections/voice-assistance-emerging-technologies/ 41% #leedsdigi19 TRUST
  43. 43. Source: https://www.thinkwithgoogle.com/data-collections/voice-assistance-emerging-technologies/ 41% #leedsdigi19 TRUST Finally, never forget that, according to Google’s own research, 41% of people who own a voice-activated speaker say that it feels like talking to a trusted friend.
  44. 44. #leedsdigi19
  45. 45. #leedsdigi19 These are the three main conclusions I’d take from this to make the most out of voice.
  46. 46. Further reading Introduction to Artificial Intelligence Optimisation https://bit.ly/europeanswallow - Presentation https://bit.ly/aiogoldrush - Blog post Do you know if Alexa is lying to you? https://bit.ly/lyingalexa AI Assistant Experiments http://bit.ly/aioexperiments - Blog post Can Google Tell Us The Truth? http://bit.ly/nonfacts - Article Alexa Versus Google https://bit.ly/alexavgoogle - Video Alexa Versus Accents https://bit.ly/alexavaccents - Video #leedsdigi19 Neill Horie Head of AIO at HOME https://bit.ly/voicewhilsteating @neillhorie https://www.linkedin.com/in/neillhorie/ neill.horie@homeagency.co.uk

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