Tuesday, January 31, 2023

India’s use of voice search twice the global average: Are advertisers listening? - Exchange4Media

Last updated Thursday, January 5, 2023 23:05 ET , Source: NewsService

There’s a reason that Google has become an active verb, being the default search engine, and probably, home page for most. According to reports, Google had a clear monopoly on the mobile search engine market across India with a share of 99.74 per cent as of November 2022. And according to the company itself, the number of Indians using voice search queries is twice the global average, while India has the highest number of Google Lens every month around the world.

India’s penchant for voice (and video) search is pretty self-explanatory. India has one of the highest numbers of internet users in the world (soon to be highest). With the democratization of the internet, most new users are coming from tier 2 and 3 and or were previously not abled because of socio-economic constraints, which are largely falling away, as both data and devices become cheaper.

And where there is an audience, there are brands advertising to them. e4m spoke to media and marketing experts on how brands can best crack the algorithm for voice searches in India, as well as optimize video searches.

Loud and Clear

According to Vivek Kumar Anand, Director – Business and Innovation, DViO Digital, there are two important reasons brands should take advantage of the voice search strategy.

“The first is the share of voice. When you optimize your website for the voice, you get to position zero in the Google results irrespective of if someone is searching using voice or text, which automatically gives you a better...

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