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

3 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

The blogs are really appreciable and one can trust the knowledge and information provided in the writing.The article you do produce on a ...

Prince Arora

5 brand strategy lessons from Gelato Messina

Read more

Thanks for sharing! Meet the Softcrylic team at Adobe Summit 2019. This team works with a broad range of clients helping solve complex bu...

Anderw Hagel

What Richard Branson has to say about experience delivery, leadership and disruption

Read more

Latest Podcast

More podcasts

Sign in