The past year has been a decisive year for voice-driven Conversational Commerce – consumer purchase of products and services via voice assistants such as Google Assistant, Amazon’s Alexa and Apple’s Siri. While earlier restricted to chatbots accessed via messaging apps for shopping, the definition of Conversational Commerce has significantly expanded with the arrival of voice-based personal assistants, presenting brands with an opportunity to build greater intimacy with their customers.
For this research, we surveyed over 5,000 consumers in the US, the UK, France and Germany. The quantitative research was complemented with focus group discussions with consumers from each country, conducted virtually. The survey – as well as the focus group discussions – had a healthy mix of demographics and user/non-user persona.
