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Customers are Using Voice Tech to Shop for Groceries and Electronics

Lesley Rohrbaugh, Director, Market Research, Consumer Technology Association

With over a fifth of U.S. households owning at least one smart speaker, it’s no surprise the voice phenomenon is taking off, and quickly. CTA research forecasts nearly 40 million smart speakers will ship in 2018 (a 44 percent increase over 2017) and 22 percent of U.S. households own at least one smart speaker.

But smart speakers aren’t the only way people are accessing voice technology. Digital assistants are increasingly being onboarded into many different products. From Apple Siri in your smartphone, Amazon Alexa in your car, and even Samsung Bixby in your refrigerator, we’re able to shop, ask questions, create task lists, and more, almost anywhere at any time.

According to CTA’s recent study, Voice Shopping: Consumer Sentiment & Use, approximately one-third of those who used a digital assistant in the past year did so in their vehicles – which happens to be the third most commonly accessed location overall.

The CTA Voice Shopping study also found a majority of those who have shopped and made a purchase in the past year are likely to do so again, with 86 percent reporting they were extremely or very satisfied with their experience. The top products these shoppers ended up purchasing? Food and groceries, household products and electronics.

As we approach the holiday season, we expect the benefits of using voice technology, such as helping with shopping tasks, will continue to grow. CTA’s recently released 25th Annual Consumer Technology Holiday Purchase Patterns Study (October 2018) reports one in four U.S. adults indicate they plan to use a digital assistant to help them shop for gifts this season, with 16 percent planning to make a purchase.

“Hey Google, add ingredients for holiday cookies to my shopping list!”