The research also showed what customers are using home voice assistants for, which is shown in the chart below. Over 6 in 10 (62%) consumers in the US who took part in this survey, have bought something at least once using their voice assistant.
Most customers who use voice assistant for purchasing have bought electronics, entertainment-related products or grocery products. Clothing and furniture might be quite difficult to purchase, due to sizes and styles, as these categories are less popular. From experience, it's easier to ask Alexa to add butter (including brand name) to your basket than "oak coffee table" especially when you might not know what the coffee table looks like.
The research also found people do use both voice search and the Amazon website or app, to complete their purchase or check out what the product looks like and review the product details before buying.
Consumers do spend less using voice search compared to online though, as shown in the visual below.
Smart voice assistants are much more trusted for smaller purchases compared to bigger ones, across most categories. Spend amount was particularly lower for electronics and homeware though.
By Robert Jones
Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.
This blog post has been tagged with:
Voice assistantsTurbocharge your results with this toolkit containing 11 resources
The Digital Marketing Strategy And Planning toolkit contains:
Start your Digital Marketing Plan today with our Free membership.
Recommended Blog Posts
If you want to develop a strategy, where do you start? Well, it can be summarised in two or three sides of A4 in a table linking strategies to SMART objectives and KPIs to make sure you’re on track…
Audit your digital media effectiveness to build stronger campaigns and an efficient marketing funnel Reviewing your use of digital media is a crucial starting point for creating or optimizing your digital marketing strategy. But how do you tune in and …..
Are you practicing always-on marketing, and if not, why not? In the pre-digital era, marketing activities were planned in campaign ‘bursts’ around new product launches and promotions. My belief is that to be effective, digital marketing needs a change in …..
