TORONTO, Nov. 30, 2018 /CNW/ -- Mindshare Canada, the global media agency that is part of WPP, has released a new report uncovering what Canadians say to their smart speakers.
Voice search is touted as a valuable tool for consumers to access information and to shop but the report findings suggest that Canadians are only scratching the surface of the capabilities – and holding back over fears around the privacy and safety of the devices from Amazon, Google and Apple.
"There are articles emerging everyday telling marketers how to make the most of voice search but our research clearly shows there are some basics that consumers need before we start getting too ambitious with the platform – clearly Canadians have questions that they ask to their iPhone, Alexa and Google Home, but they have big concerns on the value of the experience and the protection of their data," said Sarah Thompson, CSO, Mindshare Canada.
The proprietary research identified voice technology trends amongst Canadians and differences between voice technology users, segmented across English Canadians and French Canadians. Here are some of the key findings:
- English and French Canadians use voice technology very differently:
- French Canadians mainly ask Google whereas English Canadians ask Siri.
- French Canadians have fun with the voice search but English Canadians are very practical – setting alarms for example.
- About 40% of English Canadians use voice tech regularly or occasionally, compared to only a third of French Canadians.
- Nearly a quarter of French Canadians have no interest in using voice technology in the future.
- English Canadians utilize voice technology significantly more while driving and at home, compared to French Canadians who utilize it with friends or in the bedroom.
- English Canadians are more curious to find a local business utilizing search than French Canadians, who prefer to use their technology to gain more information on a product that they're interested in.
"This probably has more to do with planning and building for French Canada is typically an added expense or an afterthought," said Thompson. "It is important for brands to consider all Canadians and what content and experience they need. Those marketers that consider French Canada will get early adopters of voice search and consider their love of understanding products and having fun have an opportunity to win hearts and minds."
Other findings include the fact that Amazon is everywhere but Alexa isn't, yet. Amazon's Alexa has low adoption compared to other voice options in Canada, with only 10.4% of English Canadians and 3.5% of French Canadians having adopted Alexa.
As well as local differences, Canadians' use of voice technology differs from the rest of the world. We love tasks and questions whereas globally, the world is doing more online searches and checking travel information. Canadians use their voice technology to ask questions and to support activities in managing their home more than the global average and Canadians use their voice technology for an assortment of tasks, most commonly for asking questions, setting alarms, and making calls.
"Voice search is coming. Brands that are considering their audiences first and how they can use this service to answer questions and be helpful will benefit first. It is time to organize your content, frequently asked questions and product information for voice search," said Thompson.
Methodology
This study was done as a local extension of the Mindshare Global Speak Easy study that was conducted in 8 markets through a JWT + Mindshare collaboration research piece. Mindshare Canada released its research as a local extension of the Mindshare Global Speak Easy study that was conducted in 8 markets through a JWT + Mindshare collaboration research piece. Mindshare Canada surveyed 1,001 Canadians over the course of 1 week in November 2018. This survey was conducted in both English and French and met quotas for both languages. Additional parameters were in place for gender, age, and province to exemplify a nationally representative survey.
About Mindshare:
We were born in Asia in 1997, a start up with a desire to change the media world. Now we are a global agency with 116 offices in 86 countries and billings of $35bn (source: RECMA). We aim to be our clients' lead business partner, to grow their business and drive profitability through adaptive and inventive marketing. We do this through speed, teamwork, and provocation because in today's world everything begins and ends in media. We create new things and have fun doing it. Mindshare is part of GroupM, the media investment management arm of WPP, the world's leading communications services group. Visit us at Mindshareworld.com or MindshareInTheLoop.com and follow us on Twitter @MindshareCanada and Facebook.com/MindshareCanada.
About GroupM:
GroupM is the leading global media investment management company for WPP's media agencies including Mindshare, MediaCom, Wavemaker, Essence and m/SIX, and the outcomes-driven programmatic audience company, Xaxis. Responsible for more than US $108B in annual media investment by some of the world's largest advertisers, GroupM agencies deliver an advantage to clients with unrivaled insights into media marketplaces and consumer audiences. GroupM enables its agencies and clients with trading expertise, data, technology and an array of specialty services including addressable TV, content and sports. GroupM works closely with WPP's data investment management group, Kantar, and together they account for almost 50% of WPP's group revenues of more than US $19B. GroupM delivers unrivaled marketplace advantage to its clients, stakeholders and people.
SOURCE Mindshare Canada
Sarah Thompson, [email protected], https://www.mindshareworld.com
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