Most APAC consumers using voice tech now

iProspect says brands must get on board now with one of the industry’s most rapidly developing trends.

Close to two-thirds of Asia-Pacific consumers have used or are using voice technology today, according an in-depth study from iProspect.

Produced in partnership with insights consultancy Idstats, ‘The Future is Voice Activated’ is based on a survey just over 1,800 smartphone owners aged 18 to 50 in six APAC markets: Australia, China, India, Indonesia, Japan and Singapore.

Among several other insights, the report found that 62% of those surveyed used voice-activated technology in the last six months, and 56% said their usage had increased in the last six months. Most telling for brands, however, is that 95% of respondents said they intend to continue using voice services in the next 12 months.

“The transformative impact of voice technology is being felt across the globe,” said Joanna Catalano, iProspect APAC CEO. “Brands who aren’t reacting to this burgeoning technology risk becoming invisible sooner than they think across key customer touch points.”

India’s frequency of usage

Of the markets surveyed, India (82% voice adoption) and China (77%) were the clear emergent growth markets. Together with Indonesia, the three countries make up the ‘dynamic’ growth markets, while Australia, Japan and Singapore are classified as ‘conservative’ growth markets.

China’s list of activities voice is used for

Japan has the lowest voice adoption of the countries surveyed, with only 40% usage. The study found that embarrassment, among other things, and slow uptake of devices such as personal assistants are likely key factors for the slow growth.

Japan’s reasons of not using voice

Japan’s technology adoption

Source: campaignasia.com; 24 Aug 2018

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