Connectivity is driving two major shifts in how people shop. The ongoing surge to use smartphones to pay for goods and services is leading to a second shift involving the use of digital shopping assistants, according to Ericsson’s most recent study: Beyond smartphone shopping – the rise of smart assistants.
- 63% of smartphone shoppers want help with price comparisons – a likely role for a home restocking assistant via a smart speaker.
- 48% want help making shopping decisions easy – a likely role for a personal shopping advisor or chatbot.
- 69% of AR and VR users think these technologies will give smartphones all the benefits of physical stores within 3 years.
The report is based on a survey of advanced internet users in ten influential cities globally. The sample makes up only a fraction of shoppers worldwide but was chosen because the digital technology used by these respondents puts them at the forefront of the fundamental changes we see sweeping retail around the world.
Michael Björn, Head of Research at Ericsson Consumer & IndustryLab
The report presents insights based on an online survey (carried out in January 2018) of 5,048 advanced internet users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney and Tokyo. Respondents were aged 15 to 69 and fit the profile of urban early adopters and represent 50 million of the 180 million living in these cities.