Report: Voice commerce represents vast untapped market for Australian brands

Versa's The Voice Report shows local adoption of voice devices is rapidly outpacing other lead adopter nations

A fresh report on voice usage in Australia shows 1.35 million Australians now have a smart speaker with voice activated assistant at home, 200 per cent growth in just four months.

This presents a major opportunity for Australian brands, with four million local consumers (16 per cent) predicted to use their smart speakers for shopping in 2019.

Versa’s The Voice Report 2019 also showed one in three (34 per cent) Australians are considering purchasing a device in the next 12 months, and low involvement purchases, like movie tickets and food delivery, have been the most popular to date, but more involved purchases such as clothing, technology, accommodation and cars are within reach.

According to the report, Australia’s adoption of devices is rapidly outpacing other lead adopter nations, including the US and UK, and is being driven primarily by Gen Z, Millennials, younger families, and city dwellers.

Google Home leads in terms of take-up, with devices present in 12 per cent of homes and seven per cent of workplaces, followed by Amazon Echo in two per cent of homes and three per cent of workplaces.

Versa managing director, Kath Blackham, said that Australia is now clearly in the ‘Age of Ask’, making it imperative for local brands to ensure their content is optimised for voice to maximise their opportunity of being ‘found’ and engaged with.

“Global adoption rates have exceeded all forecasts, including growth of the US market by fifteen-fold since 2016 alone. This, combined with sales trends in Australia, indicates that we are likely to experience a massive boom in the coming years. Voice can no longer be written off as a fad, and if brands miss this moment in terms of shifting how they produce and think about their online content, they risk being missed within the nation’s fastest growing direct-to-consumer channel.”

According to the report, usage trends in Australia show fairly simple interactions with smart speakers to date. For those with smart speakers, 64 per cent use them daily, mainly for playing music (61 per cent), checking the weather (60 per cent), listening to the news (49 per cent) or movies/TV (39 per cent) and helping to control smart home applications (37 per cent). 

“'VCommerce [voice commerce] is expected to hit $40 billion in the US and UK by 2020, and the forecast for Australia is strong, meaning other retail industries including groceries, books, clothing and electronic goods need to be planning for voice and looking at it as strong growth opportunity,” she said. 

The report was informed by a survey undertaken in September/October with 2000 Australian consumers aged between 18-65.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

 

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

​ Coronavirus is rapidly changing customer behaviour: Is your marketing team adapting quickly enough?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in