Voice commerce holds promise. But, not everyone is comfortable—or even interested—in using their Amazon Echo or Google Home device to make a purchase (yet). Here’s what marketers need to know.
Product Info? Check. Order Using Voice? No, Thanks.
Many people use voice to conduct simple tasks, like getting directions, making phone calls or checking to see if they need an umbrella when they go out. An August 2018 survey from Social Lens Research found that while 25% of US voice command users use voice to find a new product, a smaller percentage—10%—use the technology to make a purchase.
Purchases via smart speakers don’t happen very often, according to August 2018 data from Chatmeter, which surveyed 1,000 US voice tech users. In fact, 41% of males said they’ve never bought anything through a smart speaker and 51% of females agreed. For the most part, purchases are happening sporadically. Only a few men (8%) and women (5%) said they made a purchase everyday.