In this 11-page report, RAIN and PulseLabs looked into the how over 1400 people are using voice assistants during the pandemic. Here’s the highlights:
– More People are Looking to Voice for News & Info – Voice requests for updates about the coronavirus increased by 250% in the month of March, indicating that people are increasingly looking to their voice assistants for news and a variety of facts about current events.
– Voice Searches Carry Rich Emotional Valence – Spoken searches and commands can carry more emotion and sentiment, valuable for brands in any industry. For example, we found that people confide in Alexa, asking questions like “Alexa, what are the chances I’ll be infected?,” “Alexa, I’m scared,” and “Alexa, am I going to die?”
– Spikes in At-Home Voice Use Presents Big Potential Value for Brands – The conversation on voice can yield valuable insights across industries. As one key example, we found a 50% increase on voice apps related to ordering and delivering food. And questions about recipes have gone up by 41%. Analysis of these utterances confirms the intuition that people are cooking and ordering food more than before, while also providing clues about which brands and experiences they prefer.
– Accuracy is Paramount for Trust – Over recent months, both Alexa and Google Assistant have taken pains to ensure that reputable, recognized sources provide answers to coronavirus-related queries through a strong emphasis on 1st party experience. The volume, variety, and seriousness of the queries seen in this report validate the importance of those efforts.