NEWS6 April 2017

Voice technology could drive stronger emotional brand connections

Mobile News Technology Trends UK

UK – Research from JWT and Mindshare has revealed that emotional activity is twice as high when consumers voice a brand question rather than type it. 

The research, which included a neuroscience study by Neuro Insight, also showed that 50% less brain activity occurs when processing an answer delivered by voice, which suggests that people find it easier to use. 

This is also reflected in the report’s finding that 87% of voice users said that ‘when voice technology works properly it simplifies their life'.

Last year, comScore shared a forecast that by 2020, 50% of all searches would be through voice. 

This latest report, Speak Easy, identifies four trends that will shape how consumers embrace voice technology. These include: 

  • Voice technology will encourage more human interaction
  • Consumers want to give up control to ‘digital butlers'
  • Consumers seek an intimate relationship with their voice assistant
  • Voice is less mentally draining than touch or typing devices 

With regard to brands’ use of voice technology, this research revealed that 72% of regular voice users believe that brands should have unique voices and personalities for their apps/ skills, and not just use the phone’s assistant.

“We are on the cusp of a new era in technology where voice is set to become mainstream," said Elizabeth Cherian, UK director at JWT Innovation Group. "Our research shows that 88% of UK smartphone users have used voice technology or would consider doing so in the future. To successfully integrate voice into their offerings, brands need to understand how the technology can simplify everyday tasks by adding value and removing friction from their experience.

"This is not about tech for tech’s sake. Thoughtful and helpful interactions which genuinely enhance the experience will drive engagement and deeper relationships between consumers and brands.”

The full report can be downloaded here