16 February 2018

MARKET - Google Insights On Canadian Search Trends

Asking Smart Devices a Question You Once Asked Your Mom or a Trusted Colleague is Now Common

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Google has been measuring new trends in Canadian search results and in this article reports on a very interesting development.

Searchers are now asking their devices for information and even opinions on everything from what they should have for dinner to car insurance and their finances.

How has this come about? 

The article presents fascinating data that provides a dynamic measurement of these trends. However, we may have to reference other market statistics to really understand WHY this is happening.

For instance, InfoStream is following Voice User Interfaces (VUI) with particular interest. Voice is replacing other user interfaces very quickly. Recent statistics show the installed base and demand for Alexa, Google Home and other smart search devices has accelerated well beyond earlier expectations. Voice search  interfaces are also now commonplace in cars, phones, tablets and computers. They are easy to use and are available when your mom or a friend are not.

In a recent experiment in rural Alberta, InfoStream had users of Alexa, an HP Computer, an Android Smartphone and an Apple Smartphone, to pose the question 'How long should I cook this turkey'. The results were surprisingly accurate although there was some variation. The most interesting response was from Alexa 'who' thought to ask how much the turkey weighed before responding with a cooking time and temperature.

The Google data shows how the use of contextual references like 'I' or 'me' or 'near me' has also risen. As the Google article concludes:
"Savvy marketers now know that consumers want answers as well as ideas and inspiration. And they want these things fast. Those who can deliver answers to people’s personal needs will have an advantage".

1 comment:

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