Enquête sur les attitudes et comportements des Belges face aux assistants vocaux personnels et à la recherche vocale.Rédaction d'un write paper pour iProspect et de recommandations quant à la stratégie search engine marketing à adopter

Abstract

In 2011, Apple was revolutionizing the world with Siri, allowing the user to talk with it and ask it questions. Personal voice assistants such as Google Assistant or Alexa from Amazon have since multiplied and entered people's lives and homes, changing the interaction they have with their electronic devices but also disrupting the way they do online research. These personal voice assistants may be unknown and strange to some of us, but they are now well and truly marketed in Belgium, and their use is expected to increase in the coming years. But what do we really know about the adoption of this technology in Belgium? This is something that iProspect, a leading digital marketing agency, wanted to find answers to in order to keep offering its customers strategies that are in line with current trends.

In this context, the purpose of this thesis is to establish an overview of the awareness and adoption of personal voice assistants in Belgium, but also to understand the challenges that this technology represents for online research. To do this, this thesis begins with a literature review that establishes a theoretical context. Then, a focus group carried out within Dentsu Aegis Network allows to deepen the concept of personal vocal assistants. Finally, a quantitative survey was carried out among 575 Belgians.

The results of this survey show that Belgians are well aware of this technology. On the other hand, they are, for now, less likely to use it. The results also show that online research is the most common activity performed using personal voice assistants and that they appear to be useful when searching for a product or a service. Finally, the results gave us insights about the differences that exist between traditional search and voice search.

This survey subsequently led to the writing of a white paper for iProspect, in order to position the company as expert in the field. Finally, recommendations were made regarding the Search Engine Marketing strategy to adopt.