Technology

One out of ten consumers shop using voice assistants in the US, shows survey

A research conducted by PYMNTS, in collaboration with Visa, shows retail trends in the age of connected devices

Voice-activated devices, like Amazon‘s Alexa, Apple‘s Siri or Google Now, for instance, are being used by one out of ten US consumers (9.6%) to make a purchase, a 25% increase over the previous year, according to the annual study How We Will Pay, held by PYMNTS in partnership with Visa. Focused on the American audience, the study also addresses trends based on current behaviors that can be replicated in other regions.

Among the key highlights, the survey unveiled how pivotal voice interaction has become to shopping. Three out of 10 people already have voice assistants, and these interactions go beyond checking the temperature or making a phone call, many consumers are currently using both voice-enabled devices on smartphones and speakers to make purchases. Voice features are following the whole shopping journey, from researching and comparing prices, to adding products to the shopping cart. The feature has facilitated the experiences at checkout, contributing to the sale. 

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The survey also highlighted a growing behavior among consumers: about 76% of respondents said they make at least one purchase while doing some other activity.mAccording to the study, one out of five consumers (20%) made purchases using connected devices while watching TV; whereas 27% of respondents said they buy while having dinner or even while working (19%).