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Top Voice Search Statistics, Facts And Trends For 2020

Dmytro Tsybuliak
Top Voice Search Statistics Facts and Trends

What is voice search?

Voice search is a technology that allows users to perform a search on the internet by verbally asking a question on a smartphone, smart device or a computer.

It is different from the traditional method of typing the query into a search box. A query is answered by a search engine or a digital assistant.

Similarly, Voice Search SEO requires a different path altogther.

Trying to optimize for voice search, using the same old tactics and strategies won’t lead your business ahead in a competitive world.

Top 10 Voice search statistics

  1. The Echo Dot was crowned as the best-selling product on Amazon in the 2018 holiday season.
  2. Grocery shopping accounts for more than 20% of voice-based orders
  3. Voice-based shopping is expected to jump to $40 billion in 2022
  4. In market share, this means consumer spending via voice assistants is expected to reach 18% by 2022
  5. By 2024, the global voice-based smart speaker market could be worth $30 billion.
  6. 60% of smartphone users have tried voice search at least once in the past 12 months.
  7. 55% of teenagers are using voice search daily basis.
  8. In terms of accuracy, Google Home is the winner so far by answering 81% of the queries correctly, on average.
  9. More than 20% of voice search queries are triggered by a combination of only 25 keywords
  10. Top 3 common keywords in voice search phrases are “how”, what” and “best”.

Fun Fact: For Voice search Assistants, Google Home is the most accurate by answering 81% of the queries correctly, on average.

Voice Search Devices Market growth statistics

  1. The global market for voice search devices grew 187% in the Q2 of 2018.2.
  2. Apple, Google, Xiaomi, Amazon, and other manufacturers collectively shipped 16.8 million units in Q1 of 2018. 4.
  3. Google has sold more than 8 Million Google Home models so far in 2019.
  4. Amazon had sold 4.1 Million Echo devices by Q2, 2018.
  5. The Chinese market for voice search devices accounted for 52% of global smart speaker growth in 2018.
  6. Alibaba maintained a 50% share of the Chinese market by shipping 3.0 Million Tmall Genie speakers in Q2, 2018.
  7. Xiaomi’s Mini AI speaker sales were up 228% in 2018.
  8. The number of voice-based smart speakers in use, globally, could reach 100 million by the end of 2018.
  9. By 2024, the global voice-based smart speaker market could be worth $30 billion.
  10. Apple’s HomePod is lagging behind in the current market share, mainly because of its high price.
  11. The Echo Dot was crowned as the best-selling product on Amazon in the 2018 holiday season.
  12. US market penetration: Amazon’s Echo has a 10% penetration of US homes, with Google’s Home at 4% and Microsoft’s Cortana at 2%.

Fun Fact: 50% of all searches will be performed with voice search.

Top 7 voice search devices

  • Google Home
  • Amazon Echo/Alexa
  • Google Assistant
  • Siri/iPhone
  • Android Phones And Devices
  • Microsoft Cortana

Voice search Devices Performance Statistics

  1. Voice search accounts for 25% correct search results conducted on the Windows 10 taskbar.
  2. Google Home is the winner so far by answering 81% of the queries correctly.
  3. Amazon Echo managed to get 64% of queries answered correctly.
  4. Harman Kardon Invoke got a right answer around 57% of the time.
  5. Apple HomePod managed to answer 52.3% queries correctly.
  6. Siri falls on the same scale with 52.3% queries answered correctly.
  7. For Apple, on the plus side, HomePod/Siri was able to understand 99.4% of queries correctly which proves their superior listening skills to other smart speakers, mainly due to its noise cancellation feature.

Fun Fact: Did You know more than 20% of voice search queries are triggered by a combination of only 25 keywords.

Voice Search Devices Performance Review

Google Home, is supported by far more data and information and is able to successfully answer more queries correctly.

Google is improving on hardware and has a better chance than Amazon to win the future market.

HomePod has superior listening skills to other smart speakers but lacks in answering more questions correctly due to less supported domains.

Fun Fact: 58% of regular users of a voice search device, manage shopping lists on a weekly basis, using their voice-activated speakers.

Voice Search Top 10 keywords Statistics

More than 20% of voice search queries are triggered by a combination of only 25 keywords.

voice search top 10 keywords statistic

Top 14 general voice search statistics

  1. By 2020, 50% of all searches across the internet will be voice-based.
  2. By 2020, 30% of all searches will be done using a device without a screen.
  3. In the US, house penetration for smart speakers was 13% in 2018.
  4. In the US, house penetration for smart speakers is predicted to rise to 55% by 2022.
  5. Voice search queries are longer than as compared with regular text-based searches.
  6. Voice search queries tend to be three-to-five keywords in length.
  7. 40% of the adults now use mobile voice search at least once daily.
  8. 20% of the adults use mobile voice search at least once monthly.
  9. Surprisingly, 9% of 55-64 surprisingly also use mobile voice search.
  10. 20% of the searches on a mobile device are voice-based.
  11. 25% of the queries on Android devices are voice-based.
  12. 60% of smartphone users had tried voice search at least once in the past 12 months.
  13. 55% of teenagers are using voice search daily basis.
  14. Voice-based searches using a mobile phone are 3 times more likely to be location-specific.

Fun Fact: One of the reason people love voice search is that it allows them to multitask.

Voice-Search-SEO-statistics”>Voice Search SEO statistics

  • How fast your page loads has a major role to play in voice search SEO. The average result returned against a voice search query loads 52% faster than the average page.
  • More social shares are a page has, more chances for it to be selected for a voice search query.
  • Like natural conversation, short and concise answers are prefered for voice search queries. An average voice search query result is 29 words long.
  • Using structured data / schema have not shown to improve ranking for voice search queries.
  • Results against voice search queries are selected from regular pages, which means creating pages specifically for a voice search query only does not help content rank for voice search.
  • If your page is already ranking in the top 3 results for a query for regular search, there is a 75% chance it can also rank for the same query done via voice search.
  • If your content has won a spot for featured snippet for a regular query, there is more than 40% chance, it can rank for same query done via voice search.
  • Simpler answers have higher chances of ranking for a voice search query. What is a simpler answer? If your content is digestible for a high schooler, it is favoured by algorithms for voice search query.
  • Long form content tends to be an ideal target for algorithms when selecting results for voice search queries and average content ranking for voice search results has more than 2,300 words.
  • We know now that more than 1 out of 5 voice search queries use a combination of only 25 keywords. Using these words, wherever you can (wisely), will help your content rank higher for voice based results.
  • For Voice Search optimization, a focus on natural and conversational tone in your content can help elevate your content in rankings.
  • When creating content, keep in mind semantic search as it can help your content shortlisted for voice based queries. Semantic search is where algorithms parse content looking for meaningful phrases.
  • Serving the user intent: Where you put yourself in the place of a user, while providing an answer, can help.

Top 18 Consumer behaviour statistics for voice search devices

  1. 72% of parents who own voice-activated speakers have considered shopping using those devices.
  2. 44% of voice-activated speaker owners, with weekly usage, order products using their devices.
  3. Living rooms are the place of choice for voice-activated speakers for more than half of the owners.
  4. 25% of the owners keep their voice-activated speakers in their bedrooms.
  5. 22% of the owners keep their voice-activated speakers in their kitchens.
  6. People communicate with voice-activated speakers like if they were talking to a human, using courtesy words like “please,” and “thank you,” and even “sorry.”
  7. 62% of those who regularly use their voice-activated speakers are likely to buy something through the device .
  8. 58% of regular users, manage shopping lists on a weekly basis, using their voice-activated speakers.
  9. 44% of regular users order groceries and other items using their voice-activated speaker on a weekly basis.
  10. 52% of voice-activated speaker owners are open to information about promotions and deals.
  11. 48% of voice-activated speaker owners are open to personalized tips and information.
  12. 42% of voice-activated speaker owners are open to upcoming events or activities.
  13. Google Assistant can now handle 70% of requested in natural language.
  14. 53% of people who own a voice-activated speaker had a natural feeling while speaking with it.
  15. More than half of people 55+ using a voice-activated speaker think it empowers them.
  16. By the end of 2018, Google Assistant was able to support eight languages: French, German, Italian, Japanese, Korean, Spanish, and Brazilian Portuguese.
  17. Google’s Home currently supports 13 languages: Danish, Dutch, English, French, German, Hindi, Italian, Japanese, Korean, Norwegian, Portuguese (Brazilian), Spanish, and Swedish.
  18. Google Assistant will soon be smart enough to detect what language is spoken to, just like Google translate.

Fun Fact: Voice search is becoming popular because it tends offers more human relationship with technology

Top 13 Voice commerce statistics

  1. Grocery shopping accounted for 20% of voice-based orders.
  2. Entertainment shopping accounted for 19% of voice-based orders.
  3. Electronics shopping accounted for 17% of voice-based orders.
  4. Shopping for clothing accounted for 8% of voice-based orders.
  5. So far, Voice-based orders, tend to be for lower value items.
  6. Voice-based shopping is expected to jump to $40 billion in 2022.
  7. Voice-based orders comprised of 1.8 Billion of the retail segment in the US.
  8. 85% of consumers end up selecting the products that Amazon suggests.
  9. There are currently only 39 apps that support voice-based shopping.
  10. Voice assistant users are currently spending 3% of their spendable income via voice assistants.
  11. Consumer spending via voice assistants is expected to reach 18% by 2022.
  12. 20% of the consumers have made at least voice purchases via a digital home assistant.
  13. 33% of voice assistant users plan to order using a voice assistant in one year.

Surprizing Fact: Voice recognition is old. In fact, in 1961, IBM engineer William C, Dersch created the first-ever voice recognition system, called “Shoebox”.

There are a few key differences between web search and voice search. The biggest difference is that the voice search is conversational. Voice search is natural and consist of longer sentences. Web search, on the other hand, is very short and basic.

With web search users mostly focus on keywords and leave the search engines to figure out the user intent. The search engines return results and users go through them one by one until they reach the correct information they are looking for.

This is not the case with voice search. A clear question is expected and a straight answer is provided, as close as possible to the right answer.

Some of the examples of voice search

  • Okay Google, where is the nearest pizza place?
  • Alexa, when is the board meeting due?
  • Alexa, which one is the cheapest fuel garage?

Voice search is growing

Voice search is growing exponentially, year on year bases and is becoming popular with all age groups, especially the younger generation.

The type of areas voice search is serving at present are not limited to basic tasks like navigation, questions, and answers, playlist management or placing a phone call.

Activities like shopping, email management, calendar management, and many others are being supported as well with more added every day.

Voice search is not only a thing of the future but the present and statistics prove it is becoming a part of everyday life.

“It’s not good enough to create something just because it doesn’t exist yet. You have to be answering a real human insight.” And you have to consider why and how a person might turn to voice technology to meet specific needs."

Voice is changing search behavior

The way people searched traditionally is way different than they search via voice search.

The voice-based search is way more conversational and natural. Let’s say you would like to get some information about the SEO audit. Traditionally, you would open the search engine tab and type along the lines

  • SEO Audit
  • Website Audit
  • Search Engine Optimization etc

However, with voice search, your search process would be something like:

  • Hey Google, what is SEO audit

For the time being, voice search use is much more basic and simple as the public is catching up. This does not being, voice technology is not able to handle complex queries or commands. More and more services are added daily.

Just like any new technology, it will take a little while for users to adapt and accommodate.

Why should we optimize for voice search?

Voice search is the biggest transformation of the current technological times. In fact, the transformation is already underway. We are approaching 2020 and the prediction is that the search is going to move towards the voice search for at least 50% off the searches online.

The voice search has the potential to turn digital marketing upside down.

Traditionally we used to get ranked in top 10 of search results with search engines, if all of our search engine optimization and content marketing efforts worked really well. This meant, even if we are not in the top of the rankings or featured snippets aka Rank Zero, we still had relatively good traffic coming towards our website.

Now imagine if there is only one result, there is only one selection by a search engine and that is going to be the ultimate answer to that particular search query.

It is definitely not something of a great news for most of the businesses competing for Google traffic.

With voice search, It is one or none. It’s winner takes it all. It means if you’re not ahead of your competition, if you’re not a winner you are a loser straight away. You are part of the voice search or you are part of nothing.

Another way of looking at it is that In 2020 if you are not part of the voice search you are not part of the 50% of the searches carried out and that is just a starting point.

How to optimize for voice search?

  1. Natural, conversational Tone: Write content in a natural and conversational tone.
  2. Focus less on keywords: Focus on providing helpful answers rather than stuffing keywords in your content.
  3. Focus on Semantic search: Focus more on semantic search.
  4. Focus on User Intent: Try to work more to figure out user intent.
  5. Contextual Answers: Provide an answer in a context.
  6. Sensible Longer Tail Keyword: Include longer tail keyword phrases to reach users.
  7. Long-Form Content: Focus on Long-Form content with 2300 words or longer.
  8. Be Concise: Try to be concise where possible. 29 words or less per answer.
  9. Structured Data / Schema: Though using Structured Data / Schema has not been proven to influence voice search optimization, it is a major factor for regular optimization which can indirectly help your content rank for voicesearch, so still recommend it.
  10. Use SPEAKABLE Property: Start working with SPEAKABLE property in schema.org to provide identification for sections that are suited for audio playback using text-to-speech (TTS).

Pro Tip: "Voice Search SEO - Focus on natural, conversational tone, semantic search, user intent and be concise. Avoid keywords"

Omid Rahmani, SEO Specialist, Welwyn Garden City Taxi Services

Voice search statistics key takeaways

Voice search is a technology in its infancy just like the internet was in the ’90s.

Technology, both in terms of hardware and software has come a long way in the last three decades.

In 2013, the amount of data generated worldwide was estimated to be 4 zettabytes, which will grow to 163 zettabytes by 2025.

Internet, coupled with faster and reliable hardware, zettabytes of data and Artificial Intelligence and a further improvement in machine learning and natural language processing will make voice search will bring the voice-based search to center stage.

The strategy required for voice search will be very different from traditional SEO.

Early adopters will benefit the most along with those who will optimize their content for voice search

The only constant thing is EVOLUTION!