India's new generation of internet users is a growing group with unique and complex needs. This includes their preference for online language. With 90%, these new internet users choosing to consume content in their native language, there are a growing number Indians turning to voice technology to assist them in searching online and completing tasks in other languages.
This adoption speaks volumes about the desire of Indian-language users to use voice to replace typing. We examine the opportunities and drivers for brands to adopt voice tech as a solution to unique problems for India's second largest population.
Voice technology is revolutionizing the way we use our phones, sometimes in unexpected ways. Voice functionality is being used by many people for a variety of purposes, including asking for the number of milliliters in a cup and searching for nearby petrol stations or grocery shops. Over 500 million people worldwide use Google Assistant each month. Hindi is second to English as the most used language.
Voice technology isn't just for smart assistants and home devices; it's changing the way Indians interact on their smartphones. Voice is becoming the preferred method to search YouTube and navigate it.
Indians are more familiar with voice
Voice interaction with technology is natural and more natural than using a keyboard. Many apps already support voice functionality. In India, where mobile phones are the most popular device, voice allows users to interact with technology in their native languages. Voice functionality is becoming a key part of the user’s daily life, and it is more than just convenience. At the moment, India has 60% of smartphone users who use voice assistants. 1
Many people start with simple commands, but then quickly switch to more complicated dialogue. People might search for "weather Kanpur", but Google Assistant will ask them more questions, such as "What's today's weather in Kanpur at 3:00 p.m.?"
Voice assistants, despite being relatively new technology are rapidly becoming more localized. Voice assistants are able to understand accents and vocabulary in Hindi as well as in other languages. This helps overcome literacy barriers.
This is a significant step towards encouraging voice adoption. By 2021, 72% of Indian internet users will prefer to use voice.
People are asking more detailed questions than ever before. Voice-enabled technology mimics natural conversation and can be used by people of all ages and geographic locations.
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Voice technology is increasingly popular
A new ecosystem has emerged around voice technology. Developers, agencies, startups, and brands are investing in innovative ways to make it more useful and user-friendly. Voice technology has been adopted by brands across many industries, including retail, consumer packaged goods, durables and food tech.
Gaana is India's biggest music streaming service. To expand its user base to rural India, the brand added voice-search functionality to its app to help overcome literacy barriers. Within one year, 24% all Gaana users used voice to play their favourite songs.
Technology agencies and app developers have also embraced the opportunity to speak out, helping brands create voice-first experiences for their products. Google Assistant currently supports over 1,000,000 actions, including "When is the International Space Station next?" or "Play Gaana Antakshari (a well-known music game)." There are also commands to control smart devices and ways for improving health and wellbeing.
How people use voice
Similar traction is seen with startups using artificial intelligence (AI), machine-learning, and augmented reality to address a variety of user problems using voice. Mobile app Vokal answers common questions in consumers' own languages. Reverie Technologies developed an Indic voice suite called Gopal that allows businesses to communicate with customers who speak other languages than English. Dhiyo is an AI-powered voice platform that allows blue-collar workers create their resumes simply by speaking into their phone.
Adoption and implementation are moving at lightning speed, so now is the right time to market voice. Brands can create meaningful interactions with their users by creating an ecosystem of service providers and devices that allows them to interact in a natural way. Brands can use voice to encourage users to join their platform, increase engagement and provide a more intuitive user experience.
What to remember when building for voice:
- Voice is not an add-on novelty. Find the most important user problems and preferences voice can solve for you product. This could help users navigate your app or provide convenience in how they interact with you.
- Design and implement voice using mobile devices. Most people in India use smartphones to search, find, and enjoy entertainment.
- Find an agency or platform that understands you and shares your passion for voice technology.
- Take the time to educate consumers about voice features just like you would with any new product or service. Education will be a key component in promoting adoption as technology advances.
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