Just as we are coming to the point where the mobile web has become the dominant force for marketing, it seems that the next ‘revolution’ is beginning. Just like it would have been odd to think that people would largely move away from PCs for browsing and shopping online not too long ago, many people are hesitant to think that users will move from mobile to a largely ‘device free’ environment, but that just might be the case.
With the rapid adoption of devices like Amazon’s Alexa and ‘OK Google,’ it is clear that people are becoming very comfortable with gathering and interacting with data using nothing but their voice. Homes that have these types of devices use them to make a lot of shopping decisions. Whether it is telling Alexa to make a purchase on Amazon, or having voice user interface add an item to a shopping list, the potential is clear.
Studies even confirm that people are quickly adopting the voice activated assistants in environments outside their homes. At one point, it would have seemed very awkward to see someone saying, “OK Google” in public, and then asking a question or giving a command. Today, it is no big deal. 37% of smartphone users report that they take advantage of their device’s voice interface at least once per month. That number will only grow.
There are obviously a lot of obstacles that need to be overcome, and many people don’t see how certain activities could be done without a screen, but these challenges are not insurmountable. It wasn’t too long ago where people would also wonder how consumers could efficiently navigate the web without a full keyboard and mouse.
Marketers need to keep up with these latest changes, and attempt to stay ahead of the curve in order to take advantage of all the possibilities that a deviceless environment may bring.
