The devices people use to search and browse the web are constantly evolving. More people are using their mobile phones over their desktop computers for web searching. As voice recognition technology on mobile devices grows more sophisticated, people will be drawn more than ever to phone based searches.
At Goldstein Media, we conducted a survey to see not only what devices people use to search the web but also how they feel about using voice recognition on their mobile devices and its accompanying uses.
Our survey was taken by residents of the Northeast USA with ages predominantly 32 and over.
Occupations of the survey participants ranged from small business owners, fitness trainers, sales professionals and teachers.
All the participants who answered reported using smart phones with over 55% stated they use their mobile devices more than their desktop computers to search and browse the web.
Not surprisingly, Google was reported as the primary search engine for over 77% of participants.
Voice search usage displayed mixed results with 50% reporting they do not use voice search, 22% reporting sometimes and 16% reporting they do use. Interestingly, participants were completely split as to whether or not voice search was confusing or easy to use. 33% stated it was not easy, 33% stated it was sometimes easy and 22% stated it was easy.
A common trend that may indicate the underlining social factors of voice search was the context in which voice search was most commonly used being either public or private.
A majority to 72% reported using it in private and only 16% reported public use. Private usage statistics perhaps indicate that people feel a stigma attached with speaking to an inanimate object around others.
The two most common responses for what people use voice search for were random facts and locations/directions. These are very indicative of what voice search represents to people.
Random facts are a low commercial intent search potentially in social situations where conversations lead to curiosity. Location and directions are also a low commercial intent search primarily based around a functional task.
These are important for businesses to take note of because it can be a guide on how to better create content to cater to voice search users who possess little intent on buying.
Overall, our survey showed a huge trend towards mobile usage as being the new means of web searching and browsing.
As smart phones become more advanced and readily available, web content should be developed to cater to this new trend.
The context of voice search usage also should be considered when creating content due to the very specific nature of how, why and when people use this growing technology.
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Bret Brachman-Goldstein (Digital Marketing Intern) is a recent graduate of Bucknell University where he earned a dual degree in Economics and Geology. Bret brings an analytical approach to our digital marketing team. He recently completed an internship at Braun Intertec Corporation in Minneapolis, Minnesota.