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Voice Assistants Grow, But Not For Shopping

More consumers are acquiring and using voice assistants like Amazon Alexa and Google Assistant, but using smart speakers to shop by voice has yet to go anywhere.

The smartphone is still the leading device for voice assistant usage, but smart speakers are growing.

Nearly half (49%) of consumers prefer to interact with voice-activated assistants through the smartphone, compared to 18% by smart speaker, according to a survey of 1,000 U.S. adults conducted by Sumo Heavy.

Of course, smartphone ownership is substantially higher than smart speaker ownership, currently pegged around a third of U.S. households.

However, consumers are hardly jumping at the chance to shop by voice.

Most (78%) consumers have never shopped or browsed products using a voice-activated assistant like Alexa, compared to 17% who say they have, according to the survey.

In the future, the types of purchases consumers see themselves making using voice assistants are household products (12%), grocery and food deliveries (11%), experiences like movie tickets (11%), consumer products (6%) and clothing and apparel (5%).

More likely to make Alexa digitally frown: 55% plan not to use voice assistants for any future purchases.  

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