New York, NY • August 6, 2018

Brand Loyalty vs. Virtual Voice Assistants

New study: Voice assistants may spell trouble for your brand loyalty

Digitas Reveals That 85% of VVA Shoppers Forgo Brand Loyalty When Making Voice Assisted Purchases

New research from Digitas reveals that virtual voice assistants like Alexa, Google Home and Apple HomePod may be putting brand loyalty in jeopardy — pushing decisions to algorithms, rather than consumer preference. 

According to the Digitas study conducted online by The Harris Poll of over 2,000 U.S. adults, among whom over 500 have made a purchase using a virtual voice assistant (VVA), 85% of VVA purchasers say that on at least one occasion, they’ve purchased the first option presented by the voice assistant, rather than specific brand they requested — meaning that brands that don’t show up first may be boxed out of the decision entirely. 

The study marks the launch of Digitas’ intelligence hub, VERA, the Latin word for "truth" — dedicated to uncovering truths worth tackling and trends worth tracking.

Click here to view full results of the “Brand Loyalty vs. Virtual Voice Assistants” study, along with a companion guide for how brands can navigate these new challenges.

Some key findings include:

Millennials lead the virtual-voice-assistance generation.

  • VVA purchasers ages 18–34, a.k.a. millennials, 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%) 

Survey Method:

This survey was conducted online within the United States by The Harris Poll on behalf of Digitas from June 21-25, 2018 among 2,019 U.S. adults ages 18 and older, among whom 557 have made a purchase using a virtual voice assistant. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology, including weighting variables and subgroup sample sizes, please contact marketing@digitas.com.

As seen in Business Insider