The Digital Transformation Institute of Capgemini published in the report titled “Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives”, which highlights how consumers use voice assistants (Google Assistant, Siri, and Alexa above all) and what opportunities these offer systems to companies to connect with their customers.
From the report, which was attended by over 5,000 customers in the United States, United Kingdom, France and Germany, it emerges that in the next three years voice assistants will become the predominant mode of interaction between consumers, and that those who use technology to do purchases will be willing to spend 500% more through this new form of interaction than current levels.
In fact, consumers are developing a strong preference for interacting with companies through voice assistants. Research has shown that today about a quarter of respondents (24%) would prefer to use a voice assistant instead of a website. However, it is estimated that in the next three years this percentage will grow to 40% and almost a third (31%) will interact with a voice assistant instead of going to a physical store or a bank branch, compared to 20% recorded today.
Currently, those who use voice assistants invest 3% of their total expenditure through voice assistant, but it is estimated that this percentage will grow to reach 18% in the next three years, thus reducing the share of purchases made at a physical store (45 %) and on websites (37%).
The main use is still that of streaming music and searching for information on the network, but over a third of respondents (35%) used voice assistants to buy food, household products, and clothing. Currently, 28% of users have already used a vocal assistant to make payments or to send money, but 44% of users have expressed interest in using these devices for banking transactions since the smart devices have functioned vocal payment by credit card.
Consumers who use the voice assistant have expressed very positive opinions about their experience, with 71% saying they are satisfied with their voice assistant. In particular, among the main reasons that push users to prefer the voice assistant to mobile apps or websites, the report found the convenience (52%), the ability to perform hands-free activities (48%) and the automation of ordinary shopping activities (41%).
The ability of voice assistants to understand users is also a fundamental element; 81% of those who use them expect the voice assistant to understand accent and diction. The report also reveals that voice assistants are very popular among people aged between 33 and 45 and of these almost one in five (17%) have a gross annual income of more than $100,000.
Brands that offer positive experiences through voice assistants will generate more business opportunities and positive word of mouth. In fact, the report found that 37% of voice assistant users would be willing to share a positive experience with friends and family, while 28% of current non-users would increase their dealings with a brand following a positive experience.
All this translates into possible financial gains, as consumers would be willing to spend 5% more with a given brand following a positive experience with a voice assistant.