In
case you haven't heard, podcasts are surging.
According to a new survey from Edison Research and Triton Digital, as of
Jan/Feb 2019, more than half of Americans have listened to a podcast. And one out of three Americans listens to a
podcast every month. Wow. (Peiser, 2019)
Then
there's the smart speaker revolution. Approximately
90 million Americans currently have smart speakers.
But
it's how people are using their smart speakers that matters most. They are using them to ask questions.
Based
on a recent study by Voicebot, questions about music are number one at
55%. But 36% ask questions about news,
35% about movies, 28% for how-to-instructions, 25% about products and 23% for
restaurants. (Martin, 2019)
What
the article about the survey didn't say was how many of those questions were
about letting Alexa/Siri make decisions for them as opposed to just seeking information.
When I surveyed my students about the issue last fall (not a significant
sample) I found that many were quite willing to cede what they considered
unimportant choices - like toiletries - to another entity. While others even admitted that given how
hard it is to make a decision they would happily pass it along to an
"expert," which is of course a classic short-cut for decision fatigue. You can read some of their thoughts here...
Net,
net in the not so distant future, brands who do not have a voice presence will
lose out to those that do. It is only a
matter of time.
Peiser,
J. (2019, March 6) Podcast Growth is Popping in the U.S., Survey Shows. nytimes.com. Retrieved March 13, 2019, from
Martin,
C. (2019, March 11) Consumers Tap Smart
Speakers For Questions About Music. mediapost.com Retrieved March 13, 2019, from
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