15 NOVEMBER 2017
Voice Search in Italy
Marco
Loguercio
Founder & CEO, FIND

@marcologuerciowww.smxl.it #SMXLmilan

@marcologuerciowww.smxl.it #SMXLmilan
Voice Search in Italy
How often do you use voice search to access information on
your mobile device?
16
12
18
53
Often
Sometimes
Never
Seldom
8
14
14
64Search by voice
46
Search by voice
36
Source: FIND, Search in Italy, 2017

@marcologuerciowww.smxl.it #SMXLmilan
Voice Search in Italy
Why don’t you use voice search?
Source: FIND, Search in Italy, 2017
0 10 20 30 40 50 60
Other
No trust
Bad user experience
Privacy
Don't know how to use it
Useless
Why not?

@marcologuerciowww.smxl.it #SMXLmilan
Voice query breakdown - Italy
Source: FIND, Search in Italy, August 2017
28%
28%17%
14%
9%
5%
General & Product
Information
DirectionsWeather
News
Agenda
Other

@marcologuerciowww.smxl.it #SMXLmilan
http://www.search-marketing.it/semblog/voice-search-2-settimane.html

@marcologuerciowww.smxl.it #SMXLmilan

@marcologuerciowww.smxl.it #SMXLmilan

@marcologuerciowww.smxl.it #SMXLmilan
Smart Speaker Ownership in Italy

@marcologuerciowww.smxl.it #SMXLmilan
Why would you buy a Smart Speaker?
0% 10% 20% 30% 40% 50% 60% 70%
Order food
To make repetitive purchases of items
Traffic
Weather forecasts
Cooking Recipes
online search
Listen to news
Listen to music or radio
Control smart home devices with voice
Source: FIND, Search in Italy, August 2017

@marcologuerciowww.smxl.it #SMXLmilan
How would you use a Smart Speaker?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Order food
To make repetitive purchases of items
Traffic
Weather forecasts
Cooking Recipes
online search
Listen to news
Listen to music or radio
Control smart home devices with voice
Source: FIND, Search in Italy, August 2017

@marcologuerciowww.smxl.it #SMXLmilan
How likely are you to buy a Smart Speaker?
Source: FIND, Search in Italy, August 2017
24%
25%
51%
Very likely
Not at all likely
Somewhat
likely

@marcologuerciowww.smxl.it #SMXLmilan
How do I use my Smart Speakers?

@marcologuerciowww.smxl.it #SMXLmilan
How do I use my Smart Speakers?
‘Alexa, ….’
‘Hey Google, …’
‘Cortana, …’

@marcologuerciowww.smxl.it #SMXLmilan
How do I use my Smart Speakers?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Order food
To make repetitive purchases of items
Traffic
Weather forecasts
Cooking Recipes
online search
Listen to news
Listen to music or radio
Control smart home devices with voice

@marcologuerciowww.smxl.it #SMXLmilan
How do I use my Smart Speakers?
0 0,2 0,4 0,6 0,8 1 1,2
Order food
To make repetitive purchases of items
Traffic
Weather forecasts
Cooking Recipes
online search
Listen to news
Listen to music or radio
Control smart home devices with voice

@marcologuerciowww.smxl.it #SMXLmilan
How do I use my Smart Speakers?
Google Home
Amazon Echo
Cortana (laptop)

Key Takeaways
- Voice search is here to stay in Italy, too (but at the moment…)
@marcologuerciowww.smxl.it #SMXLmilan

Key Takeaways
- Voice search is here to stay in Italy, too (but at the moment…)
- No ecosystem, no party
@marcologuerciowww.smxl.it #SMXLmilan

Key Takeaways
- Voice search is here to stay in Italy, too (but at the moment…)
- No ecosystem, no party
- Italy is not the USA, but italians are interested in
smart speakers (and devices), too
@marcologuerciowww.smxl.it #SMXLmilan

Key Takeaways
- Voice search is here to stay in Italy, too (but at the moment…)
- No ecosystem, no party
- Italy is not the USA, but italians are interested in
smart speakers (and devices), too
- Stop dreaming, start doing
@marcologuerciowww.smxl.it #SMXLmilan

@marcologuerciowww.smxl.it #SMXLmilan

@marcologuerciowww.smxl.it #SMXLmilan
Marco Loguercio
mloguercio@findsdm.it
www.findsdm.it
Thank you