New Study Discovers What Consumers Are Buying with Voice Assistant

With smartphones, tablets, and voice assistants like Google Home and Amazon Echos, voice search has changed the way consumers search for information and purchase products. As this trend becomes stronger with new technology, OnBuy.com conducted a survey that discovered what consumers are currently buying with a voice assistant and how they feel about voice assistants as a whole.

OnBuy.com surveyed 1,203 U.S. consumers to better understand this trend of voice search and voice assistants. According to the survey, 25 percent of consumers said they are most likely to buy everyday household items through voice assistants, followed by apparel and entertainment both with 21 percent. Only 10-20 percent of consumers said they are most likely to buy games, consumer electronics, groceries and travel and under 10 percent mentioned furniture, appliances, prepared meals, and local services.

As for consumers perceptions on voice search, the top reasons the interviewees liked using a voice assistant is because it is hands-free, they can do other things while shopping, and they get faster results and answers. What they do not like is that it is not comfortable shopping by voice, they do not trust a voice assistant with payment information, and that there is no screen to see what they are shopping for on smart speakers.

The voice search and assistant trend has exploded over the past year and shows no sign of slowing. According to RBC Capital Markets, voice shopping on Alexa alone could generate more than $5 billion per year in revenue by 2020, while Juniper Research predicts that global ad spending on voice assistants will reach $19 billion by 2022.

With consumers adopting voice assistant and voice search technology as quick as they have been, it is important for companies to learn more about voice search and implement it in their marketing plans for 2019.