Voice messages are no longer just a convenient tool. They are redefining our communication habits, both inthe United Statesand inFrance.
Two recent studies conducted by Preply in the United States (1,000 respondents) and France (1,500 respondents) confirm a strong trend: voice is becoming a conversational standard.
The question is no longer whether the voice is progressing. It is already progressing.
🇺🇸 United States: voice is gradually replacing calls
In the United States, its use is widespread.
- Two out of three Americansuse voicemail.
- 40%believe they can replace a phone call
- 50%believe that they strengthen their relationships
- 61%find it easier to convey tone in speech than in writing.
Generation Z clearly leads the way with84% of regular users.
This success can be explained by one key factor: the voice allows complex ideas, emotions, and nuances to be conveyed that writing does not always capture.
The voice provides context. It humanizes the exchange.
🇫🇷 France: widespread use, driven by younger generations
In France, adoption is well established.
On average, French people send3.7 voice messages per day.
Generation Z sends nearly6 messages per day, confirming that voice messaging is becoming increasingly popular among younger people.
The motivations are clear:
- 39%prefer voice to explain complex information
- 33%choose it for its ease of use
The ideal length of a voice message is estimated at41 seconds, proving that users are looking for efficiency and clarity.
A strong cultural trend: the voice creates closeness
Whether in the United States or France, one common point emerges:
Thevoice brings us closer together.
It conveys tone, intention, and emotion. It adds a human dimension that text alone cannot always convey.
This cultural shift is strategic for brands.
Consumers speak in their everyday lives. They are gradually expecting the same fluidity in their digital interactions.
From voicemail to voice search
This rise in popularity of voice messages is directly fueling the growth ofvoice searchand conversational interfaces.
Users are now accustomed to:
- Expressing yourself naturally
- Ask complete questions
- Expect an immediate response
However, search engines and LLMs favorconversational, structured, and clear content.
The voice already influences how the content should be conceived.
EKOO: turning this change into a competitive advantage
At EKOO, we are seeing the same shift.
If consumers use voice to communicate with their loved ones, they are willing to interact with brands in the same way.
Integrating audio clips into an e-commerce site allows you to:
- Humanizing the digital experience
- Improve product understanding
- Increase the time spent on the page
- To create content that is naturally aligned with voice search and LLMs
The voice becomes an expert that is always available.
Voice messages have transformed our personal communications.
Voice search is transforming SEO.
Brands that anticipate this change are gaining a head start.
