Virtual voice assistants (VVAs) may be a convenience for consumers — but they can be catastrophic for brand loyalty. According to new research from Digitas, 85% of virtual voice assistant purchasers say they’ve purchased the first brand offered by their device, rather than the specific brand they initially requested. As brands rethink how they compete in a voice-assisted world, here are a few truths to tackle:
Millennials lead the virtual voice assistance generation.
- VVA purchasers ages 18–34 are more than 2X as likely as VVA purchasers ages 45–64 to always or often purchase the first option selected by the voice assistant when requesting a purchase for a specific brand of product (37% vs. 16%).
Virtual voice assistants with screens could help unlock commerce potential.
- 78% of Americans say if they were purchasing a product using a virtual voice assistant with a screen, they’d be likely to scroll through additional product options instead of purchasing the first option the voice assistant gives.
Americans are receptive to purchasing in these categories using a voice assistant.
- Personal Care/Wellness Products (39%); Beauty Supplies (38%); Small Home Appliances (35%); Clothing/Accessories (34%); Technology/Consumer Electronics (33%); Sporting Goods (33%); Large Home Appliances (25%).