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

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Given Scotty's failed track-record in the marketing realm the memes and the ridicule is very apt and is in no way a reflection on marketi...

denysf

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in