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Study: Majority of voice-assisted device owners never make a purchase

Despite the promise of voice commerce, consumers are slow to adopt voice-assisted devices for shopping and browsing.

Two in five consumers now own voice-assisted devices, but 60% never browse on them — even fewer use them to complete purchases, according to “Reimagining Commerce: Global Findings,” a report from Episerver.

It is a similar story for smartwatches. Currently, 35% of consumers own a smartwatch, but two-thirds (66%) of owners never browse on them, and 70% never use them to make a purchase.

While voice commerce has yet to explode, m-commerce continues to climb, as 75% of all consumers reported they use smartphones to browse, and over half (57%) make purchases on these devices.

The adoption of new devices for shopping has yet to reach saturation, but consumers are open to a more diverse array of brand interactions and technology-driven experiences. Over half (59%) of shoppers have used or would be interested in using chat windows for assistance when shopping online, and 57% reported they have tried or would be interested in trying smart mirrors when shopping in-store.

Additionally, 40% have tried or are interested in using augmented and virtual reality during their shopping experience. Meanwhile, 35% of consumers have tried or would be interested in trying drone delivery.

Among customers who don’t want to try new technology functions again, half (51%) said it’s because these technologies did not improve their experiences. However, this opens up an opportunity for retailers that can implement this technology correctly, the study reported.

“Today’s shoppers are interested in technology-rich experiences, but only if it’s done right,” said Joey Moore, director of product marketing at Episerver. “Rather than introducing novel technology for the sake of doing so, brands should implement tools like smart mirrors in-store, and facial recognition sign-in online to make shopping easier, fast, more convenient and engaging.”
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