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Mindshare Study: Voice Interaction Is The Next Natural Step For Digital Connection
Manuela Walfenzao| 16 de mayo de 2017
Ayling: 46% usa regular u ocasionalmente la búsqueda de Google Voice
The London agency Mindshare took part in the Warc webinar titled Consumer Technology Trends, in which Sophie Harding, Research and Insights Director, and Julia Ayling, Head of Research and Insights, both from Mindshare UK, took part. They presented a study on the impact of technology on consumers and what this implied for brands, in which around 3,000 people were surveyed and debate groups were conducted. To summarize, the study showed five trends for 2017: Reality Check, that highlights that it is still too soon for technologies such as VR or AR, in which exhibition (costs) and expectations are low; Hassle Free, in which the key is to achieve the right balance between control vs. convenience; I, connected, in which voice interaction is the next natural step for connectivity, and it will grow rapidly once people feel more comfortable and find a justification for it; Tunnel Vision, that implies going beyond the news, where people grow increasingly more aware that this is applicable to information and to retailers; and Digital Dieting, that deals with concerns around the impact of technology on our lives and how people are rethinking the way they use it. According to Mindshare, the experience with voice interaction is bigger than expected. 46% of those surveyed regularly or occasionally use Google Voice (GV) and 38% Personal Voice Assistant (PVA). The people who use these services the most are young people between ages 18 and 34. (57% GV and 49% PVA. This is likely due to the fact that use of voice requires less effort than typing.
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