Study: Consumers Want To Use Voice Tech To Find Discounts & Compare Prices Than Make Purchases

Study: Consumers Want To Use Voice Tech To Find Discounts & Compare Prices Than Make Purchases
SHARE
THIS



New research has found a swift uptake of in-home voice assistant devices, indicating that voice will be an important part of the consumer path to purchase in the near future.

The study, which was conducted by Salmat and the Australian Consumer, Retail and Services’ (ACRS) research unit, has revealed that the majority of consumers considering an in-home digital voice assistant device (such as a Google Home, Amazon Echo or Apple HomePod) want to use it to find discounts and deals and compare prices, rather than make purchases.

For marketers looking to implement a voice-strategy, the research found that 42 per cent of consumers either already owned an in-home voice assistant (10 per cent) or were considering buying one in the future (32 per cent).

Of those, under a third (30 per cent) were interested in using the device to buy products and services. Instead, consumers would prefer to use it for researching purchases, including being alerted to relevant discounts and sales, and to compare prices (both 59 per cent).

Two-thirds (67 per cent) agreed they would find it helpful if their in-home voice assistant device enabled them to create and manage a shopping list just using their voice.

Further, three quarters (74 per cent) said it would be helpful if their in-home voice assistant used the information on that shopping list to alert them to relevant discounts and sales.

Karen Lewis, head of digital and performance marketing at Salmat, said Australia is following the global trend where consumers are turning towards voice-led browsing.

By 2020, Gartner predicts that 30 per cent of web browsing sessions will be done without a screen – making it harder for brands without a voice strategy to get in front of consumers.

“Marketers need to ensure that their multi-channel strategy includes voice, given that shoppers are increasingly interested in using it to research brands, products and services,” Lewis said.

“We anticipate that voice will only continue to grow in influence in the shopper’s decision-making process, and marketers need to ensure they understand how and when to use it.”

Brands and retailers that sell groceries will see the biggest opportunity in voice, with over half (52 per cent) of consumers considering using an in-home voice assistant to research or purchase this category.

Electronics is second at 46 per cent, followed by holidays and travel, and clothing and accessories in equal third at 34 per cent.

When asked what would be the most important features for shopping with an in-home voice assistant, the top three identified by consumers in the sturdy were good speech recognition (52 per cent), access to the best deals (48 per cent) and wide choice (40 per cent).

Only 38 per cent of consumers thought that data protection and secure payments would be an important feature.

However, when asked what concerns consumers had about using in-home voice assistants to shop, the top concern was the safety and security of payment information and personal data (both at 45 per cent).

“What these results tell us is that consumers expect their in-home devices to provide a high level of functionality,” Lewis said.

“However, just like other technology, brands need to strike a balance between functionality and security. Therefore, companies exploring voice technology need to ensure they only work with trusted partners who work hard to protect customer data.”

Salmat launches voice experience for shopping

To help brands and retailers reach consumers through voice technology, Salmat has released a new voice activated experience for the Google Assistant called ‘Lasoo List’, which is linked to its online catalogue aggregator site, Lasoo.com.au.

Lasoo List is available to consumers through Google Assistant on their mobile phone or their Google Home device. All they have to do to access it is say, “Hey Google, talk to Lasoo.” From there, they can speak to Lasoo List to create and manage their shopping list.

The Google Assistant uses Lasoo catalogue data to find and present users with the best deals for items on their shopping list.

Users can also request to hear any deals on specific household or grocery items, and if there are any deals available for that item on Lasoo, a maximum of two deals will be presented to the user.

Using Lasoo List, consumers will be alerted to deals and sales from a number of leading retailers including Coles, Woolworths, Aldi, Target, Big W, and Chemist Warehouse, to name a few.

Lewis said the idea for Lasoo List first came out of an internal hackathon Salmat hosted with employees back in 2017.

“It’s an exciting announcement for Salmat, as it is the first voice-activated experience that we’ve developed for a commercial application, and demonstrates our commitment to helping brands and retailers develop a truly multi-channel strategy to reach more consumers,” she said.

“We will continue to refine the experience based on consumer feedback to ensure it continues to not only help consumers, but delight them as well.”

Please login with linkedin to comment

ACRS Australian Consumer Retail and Services Salmat voice assistant devices voice assistants voice technology

Latest News

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office
  • Uncategorised

Study: 51% Of Aussie Professionals Don’t Feel Safe Returning To The Office

Just over half (51 per cent) of professionals who have been working remotely do not yet feel safe and happy to return to their co-located workplace, according to a survey of more than 3,000 working professionals by recruiting experts Hays.  Of these, Western Australians are the most confident, with 73 per cent of those who […]

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes
  • Campaigns

Bendigo TAFE And Kangan Institute Launch Latest Advertising Campaign – Our Heroes

Bendigo TAFE and Kangan Institute have launched their latest advertising campaign titled, Our Heroes, which is a celebration of the role their students play in the community. “Within a few short years, our students are building our houses, nursing our sick, fixing our cars, caring for our children and pets, designing our clothes – all […]

Splendid Promotes Mel Johnstone To Partner And Expands To The UK
  • Advertising

Splendid Promotes Mel Johnstone To Partner And Expands To The UK

Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth.  Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team.   Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]

TikTok Appoints VMG Digital As Global Creative Marketing Partner
  • Media

TikTok Appoints VMG Digital As Global Creative Marketing Partner

VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer
  • Advertising

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer

Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]

Simply flat lay design winner or champion gold trophy cup isolated on pink pastel colorful background. Victory first place of competition. Winning or success concept. Top view copy space
  • Media

Playground xyz And Are Media Win Inaugural IAB MeasureUp Awards

IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]

Stockland Partners With Jules Sebastian For Virtual Recipe Series
  • Marketing

Stockland Partners With Jules Sebastian For Virtual Recipe Series

Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]

Asian Youth Culture Agency PUSH Opens Sydney Office
  • Advertising

Asian Youth Culture Agency PUSH Opens Sydney Office

The Shanghai-born and Australian-owned creative agency, PUSH announces today the launch of their fourth creative studio in Sydney, Australia. PUSH are the leaders of culture-shaping content with a focus on Asian youth culture, skateboarding, music, fashion and gaming.