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.
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About the AuthorMore Content by Sarah Cavill