Advertising Strategies and Lessons


It’s A No For Most Americans To Voice Shopping

April 7, 2021 Sarah Cavill

voice shopping

By 2022, Statista predicts that more than 135 million Americans will use voice assistants like Alexa and Google Home. However, according to The eMarketer Ecommerce Survey, the majority of shoppers aren’t interested in voice shopping and haven’t tried it. 

Digital Channels Fuel Ecommerce Growth, But Voice Shopping Lags

The growth of ecommerce over the last year has been significant, with consumers increasingly relying on digital channels and innovations to seamlessly order the things they need and want. According to eMarketer, the popularity of ecommerce does not extend to voice shopping, reporting “More than half of US adults said they have never shopped for goods via voice and have no interest in trying voice shopping. In fact, just 9% of US adults have ever shopped via voice, and only 2% have done so regularly.” It’s likely consumers don’t quite trust the security of ordering by voice, and still prefer to see what they are buying and comparison shop. And, even people that build shopping carts via voice typically finish the transaction in front of their computers.

Are There Opportunities For Advertisers With Voice Shopping?

As a part of larger multichannel strategies, voice shopping could appeal to certain audiences. The group most likely, at 4% of respondents, to use voice ordering regularly are shoppers ages 18-34, and 8% of that age group are also very interested in using voice ordering even if they haven’t previously done so. Although still small, it’s possible that this age group of tech natives, who are often more open to new digital technologies, could be targeted with promotions and deals tied to voice ordering. However, brands are more likely to focus on ways to monetize voice assistants through advertising opportunities tied to the popularity of voice search.

To read more DMS Insights content on evolving consumer preferences:

SMS Marketing Offer Brands Another Channel To Reach Consumers

Ecommerce Platforms Help Snack Food Brands Find Audiences

Fitness & Wellness Brands Leverage The Popularity Of Apps

Are You Looking For New Ways To Reach Targeted Audiences?

At Digital Media Solutions® (DMS), we experiment with our money and not our advertiser clients’ media budgets, investing billions for ongoing split and multivariate message testing to identify the optimal creative and media mixes to target, engage and convert consumers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive media reach can help you connect with high-intent consumers.

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About the Author

Sarah Cavill

With more than 20 years of writing, editing and reporting experience, Sarah Cavill brings to Digital Media Solutions (DMS) a fine-tuned and diverse set of skills. Her work has been featured in notable publications including The Daily Muse, CBS Local, Techlicious and Glamour magazine. Sarah has a passion for current events and the deep-dive research that goes into the content development and brand identity of DMS Insights. In her role as Associate Content Manager, Sarah contributes to the pitching, researching and writing of multiple stories published each week surrounding digital and performance marketing innovations in pop culture, news, social media, branding and advertising.

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