January 10, 2019 Search Marketing

2019 is expected to be the year of the voice search. More and more consumers are using voice to perform search engine queries, find local businesses, make purchase decisions, and more. And when consumers search for local businesses with their voices, they usually engage with those businesses in the same way—by calling. Below, we’ve compiled the top statistics digital marketers in 2019 need to know to succeed in a voice-first world.

Voice and Voice-Enabled Devices are Experiencing Rapid Growth

1. Globally, smart speaker shipments grew nearly 200% YOY in Q3 2018. Amazon shipped the most devices, with Google close behind. Consumers are recognizing the value obtained from voice’s user-friendly interactions (Source: Strategy Analytics).

2. 55% of households are expected to own smart speaker devices by 2022.  That’s a 42% jump from today’s household ownership numbers (Source: OC&C Strategy Consultants).

Voice-Enabled Device Interaction is Becoming a Part of Consumers’ Day-to-Day Routine

3. 65% of 25-49 year olds speak to their voice-enabled devices at least once per day. The 25-49 year old demographic is the most likely to perform daily voice searches, followed closely by 18-24 year olds, and 50+ year olds, respectively. Though 25-49 year olds are the most active voice searchers, the 18-24 demographic is credited with helping to drive early adoption of the technology (Source: PwC).

How often people speak to their voice devices

4. 61% of 25-64 year olds say they’ll use their voice devices more in the future. The 18-24 demographic mirrors this trend, with 57% saying they’ll increase their voice device usage in the coming years (Source: PwC).

5. 71% of wearable device owners predict they’ll perform more voice searches in the future. Though wearable users are the most optimistic, tablet and speaker users are not far behind (Source: PwC).   

People will increase voice search usage in the future

6. Half of all online searches will be voice searches by 2020. The voice search revolution is dramatically altering how consumers engage with businesses and continued change is expected. Marketers who optimize their SEO for voice searches will gain the advantage in today’s new landscape (Source: ComScore).

7. Nearly 20% of all voice search queries are triggered by a set of 25 keywords. These consist mainly of question words like “how” or “what” and adjectives like “best” or “easy” (Source: seoClarity).

top 25 voice search trigger keywords

(Source: seoClarity)

Consumers Use Voice to Make Purchases

8. Voice is expected to be a $40 billion channel by 2022. Today, voice shopping accounts for around $2 billion in consumer spending. In order to take advantage of this revenue-driving growth opportunity, today’s marketers must understand the voice of their consumer (Source: OC&C Strategy Consultants).

9. Up to 43% of voice-enabled device owners use their device to shop. Consumers across age groups are using their devices to assist with making purchases—a 41% increase in 2018 alone (Source: Narvar).

Voice shoppers by age group

(Source: Narvar)

10. 51% of those who shop via voice use it to research products. 22% of those consumers make purchases directly through voice and 17% have used it to reorder items (Source: Narvar).

How consumers use voice devices to shop

(Source: Narvar)

11. 11.5% of smart speaker owners make purchases by voice monthly. This equals nearly 5.5 million US adults making purchases via their smart speaker on a regular basis (Source: Voicebot).

12. 52% of smart speaker owners are interested in receiving info about deals, sales, and promotions from brands. Consumers are open to building relationships with brands via voice channels (Source: Google).

Voice Interaction is Directly Linked to Local Search and an Increase in Valuable Phone Calls

13. 76% of smart speaker users perform local voice searches at least weekly. 46% of users perform voice searches to look for information on local businesses on a daily basis. A substantial percentage of consumers also use voice search for local businesses on their smartphones, tablets, and desktops. Because of their convenience for on-the-go customers, voice searches are often used to research and locate local businesses (Source: BrightLocal).

Across devices, people use voice search to find local business info

14. 51% of consumers use voice search to research restaurants. This is the most commonly voice-searched business, though consumers research a broad range of businesses on their voice devices, from hotels to doctors to insurance companies (Source: BrightLocal).

People use voice search to research businesses across industries

15. 28% of consumers go on to call the business they voice searched for. This is the most common action following a voice search, since it allows consumers to continue interacting with brands via their voices (Source: BrightLocal).

People tend to call after making a voice search

There is Huge Revenue Potential in Optimizing Your Marketing to Drive More Calls

16. Calls will influence $1 trillion in US consumer spending this year. In a voice-first world, calls will be the most convenient way for customers to convert, driving this number even higher (Source: BIA/Kelsey).

17. Phone calls convert to 10-15x more revenue than web leads. Calls are the most valuable conversions marketers can drive from voice searches. By tracking the calls driven by your Facebook ads, you can measure your full ROI and optimize accordingly (Source: BIA/Kelsey).

18. Callers convert 30% faster than web leads. Calls provide a more immediate return on your digital marketing investment (Source: Forrester).

19. Caller retention rate is 28% higher than web lead retention rate. Driving calls from voice searches is also more profitable in the long-term — callers are more loyal than web leads (Source: Forrester).

So, How Can You Drive More Calls and Customers from Voice Search?

  • Voice searches are longer than traditional text searches. Optimize your content for long-tail keywords and queries likely to be spoken aloud.
  • Voice search keywords and queries differ from traditional text searches, but the same SEO principles apply. Adhere to SEO best practices to ensure you rank high.
  • Optimize for local searches by providing an easily accessible phone number and address, updating your Google business listing, and adding “near me” in the title tags, meta description, and anchor text.
  • Mine calls to your business for the questions consumers ask before buying. Add them to your website to improve SEO and CRO.
  • Analyze calls from voice search to determine if you should retarget the caller and with what ad campaign.
  • Analyze call conversations to measure how well each location converts callers to customers — and what tactics work best — and share best practices.

Are you ready for the voice search revolution? Download our Digital Marketer’s Guide to Voice Search to learn more tips to prepare.

Check out our Digital Marketer’s Guide to Voice Search to learn more tips to prepare for the voice search revolution.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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