Page 15 - HGR March + April 2019

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Online shoppers Durrant says according to the report, use the technology for research purposes
flock to marketplaces are online shoppers’ top in the same time frame,” he concludes.
marketplaces destination. “Online shoppers flock The report, however, shows there is a
to start their to marketplaces to start their online preference for voice research over voice
online purchase purchase journeys, whether they have a purchase. Brands and retailers should
journeys... product in mind for purchase (46 percent) consider using voice to attract frequent
or not (39 percent).” According to the shoppers for repeat purchases, while using
3PAGE 11 report, voice-assisted shopping is most traditional channels to build relationships
effective for repeat purchases. Voice with new customers or less frequent
is gradually becoming part of online shoppers. In conclusion, 43% of consumers
shopping habits, more consumers are cited a lack of security features as the
turning to voice for online shopping. “Voice number one reason they won’t make more
technology has also grown in popularity, purchases via voice-enabled devices.
17% of online shoppers use voice devices Difficulty searching for and comparing
to make purchases multiple times a products were also cited as barriers to
month or more frequently, and 22 percent increased voice purchases.

experiences online in 2019 compared to
2018, 93% say it is the same or higher
priority for companies to respect their
anonymity online,” he adds.

It is also evident that digital commerce
overwhelms consumers, nearly half of
online shoppers have failed to complete
a purchase online because there were
too many options to choose from. Ten
percent of online shoppers view an
item five or more times before making
an online purchase, adding to feelings
of always-on commerce. The survey
also says ineffective content has major
consequences, incorrect or incomplete
content on a brand’s website or mobile
app has stopped 98 percent of online
shoppers from completing a purchase.

Social media has evolved into an
established shopping channel, particularly
for younger shoppers. Influencers are
more important than ever. 52% of online
shoppers who use social media have
clicked on an influencer’s post, according
to the report, and a third of those shoppers
(31%) have made a direct purchase from
the post.

The report states that 21% of online
shoppers ages 37 and under turn to social
media for inspiration online when they do
not have a product in mind for purchase,
compared to just 5% of online shoppers
ages 38 and older.

MARCH / APRIL 2019 | HOME GOODS RETAILER