There’s contradictory evidence surrounding consumer adoption of smart speakers for search and commerce. Multiple surveys indicate growth but other data suggest smart speakers have not emerged as a commerce platform. However, eMarketer’s new smart speaker shopping forecast paints a very bullish picture of the future of “voice shopping.”
31 million voice shoppers. The firm says that 31 million Americans “will shop via a smart speaker this year, up 31.6% from 2018.” The company defines “shopping” expansively as “browsing, researching products and adding things to a shopping cart.” In two years, eMarketer says the number will climb to 38 million voice shoppers, as smart speaker owners do more product research on the virtual assistant devices.
EMarketer also says that 21 million people in the U.S. will make a purchase this year using a smart speaker. The important caveat is that these will almost entirely be digital goods: movies and music.
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