marketing teams How to reach consumers via voice assistants

Voice assistants are becoming increasingly popular — particularly among millennials, according to eMarketer blogger Rahul Chadha. For this reason, businesses want to reach consumers through their voice assistants with advertisements, and surprisingly many consumers are open to it — assuming it’s under the right conditions:

  • - 30 per cent of the survey respondents are open to hearing a voice-enabled speaker (ad) if they are asked first;

  • - 28 per cent of participants are open to hearing the ad on their voice assistant if they can choose the brand;

  • - 25 per cent are open to it if the ads are personalized based on popular commands or questions from consumers;

  • - 23 per cent are open to if they are connected to the brands they “like” on social media networks;

  • - And 18 per cent of respondents are willing to listen to the ad on their voice-enabled speakers if the ads are embedded into answers from the assistant.

Demographic breakdown:

  • - In 2016, a little more than 23 per cent of millennials listened to voice-enabled digital assistants at least once a month on one of their devices, along with 13 per cent of Generation X consumers and 8.6 per cent of baby boomers.

  • - That number increased in 2017 and is predicted to continue to rise over the next two years. In 2019, it is expected that 39.3 per cent of millennials will listen to voice-enabled digital assistants at least once a month on one of their devices, along with 17.2 per cent of generation X consumers and 10.1 per cent of baby boomers.

The statistics are based on a November 2017 survey by Invoca that includes U.S. participants aged 18 and over.