Shopping with digital assistants set to triple

A survey of 3000 UK consumers, conducted by Narvar and YouGov, reveals that adoption of voice technology among consumers is at a tipping point, and use cases are expanding well beyond traffic, weather, and entertainment.

  • Consumers were asked about their future intentions to purchase online; 6% of respondents said that they expect to use a voice-controlled device to shop online within 2018, triple the number in 2017.
  • 2% of all UK consumers are already using voice-controlled devices such as Google Home and Amazon Echo for online shopping, accounting for 20% of all device owners in the UK.
  • The figures back up research from the US produced at the end of 2017, which showed that 45% of consumers are already using or plan to use digital assistants in the near future.

Adoption of voice-controlled devices has accelerated in 2017, and for retailers and brands this represents an important new channel for personalised customer communications. Although it’s still early days, we have found that UK consumers are already using voice for shopping, and that activity will increase.

Amit Sharma, CEO, Narvar


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