Table of Contents
Executive Summary
-
- Top takeaways
- Voice is used for entertainment around the home
-
- Figure 1: How consumers use voice assistants, September 2019
- Figure 2: Why consumers do not use a voice assistant, September 2019
- In-store trials will help raise consumers’ comfortability levels
-
- Figure 3: Locations consumers would like to try new technologies, September 2019
- Technology must aide in making the shopping experience seamless
-
- Figure 4: Areas technology could improve for consumers, September 2019
- What it means
The Market – What You Need to Know
-
- The ecommerce market roars along
- Ecommerce entangles with other enterprises
- New tech investment can alienate struggling businesses and consumers
Market Size and Forecast
-
- The ecommerce market continues its boom
-
- Figure 5: Total US retail ecommerce sales, 2014-2024
- Figure 6: Total US retail ecommerce sales, by retailer type at current prices, 2014-2018
Market Factors
-
- Big Tech legal battles could shake up the way consumers shop
- Consumer confidence fluctuates, but the ecommerce market grows
-
- Figure 7: Consumer confidence, September 2019
- Trade wars harm the flow of technological ideas
- The 5G revolution is here
-
- Figure 8: 5G equipment
- New tech experiences come with a hefty price tag
Key Technologies – What You Need to Know
-
- Social commerce taps into impulse purchases
- Voice commerce faces many barriers on the way to stardom
- Augmented and virtual reality will revolutionize (mobile) personalization
What’s Working
-
- Social commerce pushes forward
-
- Figure 9: Instagram shopping checkout
What to Watch
-
- Voice starts to catch on
-
- Figure 10: Walmart and Google Assistant launch
- AR/VR change the game
-
- Figure 11: View of Snap Spectacles
The Consumer – What You Need to Know
-
- Consumers utilize voice tech mostly for fun
- Companies must make consumers feel secure
- In-store trials remain key point of entry for shopping with emerging tech
- Consumer behavior changes at the speed of molasses
Voice Technology
-
- Siri and Alexa fight for consumers’ voices
-
- Figure 12: Digital voice assistant usage ranked, September 2019
- Consumers still shy away from smart speakers
-
- Figure 13: Smart speaker usage, September 2019
- Voice stands for fun, not functional
-
- Figure 14: How consumers use voice assistants, September 2019
- Multi-device users find multi-uses for voice technology
-
- Figure 15: How consumers use their devices, by user group, September 2019
- Low-risk categories win on voice technology
-
- Figure 16: Digital voice assistant uses, September 2019
- Even the most avid tech users buy small with voice
-
- Figure 17: Amount consumers would spend using voice, by device usage, September 2019
- Convenience reigns supreme
-
- Figure 18: Reasons consumers would purchase categories using voice assistant, September 2019
- Unauthorized users scare consumers away
-
- Figure 19: Why consumers do not use a voice assistant, September 2019
- Consumers flip between naming brand name and product category
-
- Figure 20: How consumers would order products using voice, September 2019
- Consumers look for brand, product type and recommendations
-
- Figure 21: How consumers order by category, September 2019
- Voice can win the fill-in trip, but not the stock-up occasion
-
- Figure 22: Trip types consumers make using voice technology, September 2019
New Methods and Trial Locations
-
- Consumers are aware of tech, but slow to use
-
- Figure 23: Consumers’ awareness and usage of new technology, September 2019
- Implementing new shopping technology requires patience and perseverance
-
- Figure 24: Consumer openness to shopping with new tech, September 2019
- High-priced emerging tech alienates consumers with smaller budgets
-
- Figure 25: Consumer openness to shopping with new tech, by household income, September 2019
- Currently, AR and VR bring a complicated shopping experience to consumers
-
- Figure 26: Consumer openness to using AR/VR for shopping, September 2019
- Consumers are open to using multiple shopping methods
-
- Figure 27: Repertoire for new shopping methods, have used, September 2019
- Household income influences device usage
-
- Figure 28: Number of devices used, by household income, September 2019
- In-store trials increase consumer comfort levels
-
- Figure 29: Locations consumers would like to try new technologies, September 2019
- Use multiple locations to engage with the most consumers
-
- Figure 30: TURF Analysis – Shopping location, September 2019
Social Commerce
-
- Facebook leverages legacy, Instagram banks on influencers and Pin-Spiration becomes reality
-
- Figure 31: Which social sites consumers purchase from, September 2019
- Gender influences preferred social platform
-
- Figure 32: Which social sites consumers purchase from, by gender, September 2019
- Social is a way for consumers to keep track of offers
-
- Figure 33: Why consumers purchased from social sites, September 2019
- The thrill of deal-seeking never gets old
-
- Figure 34: Why consumers purchase from social sites, by age, September 2019
- Purchases on social range across categories
-
- Figure 35: Types of products consumers would purchase from a social media site, September 2019
- Young consumers see travel deals as too-good-to-be-true on social
-
- Figure 36: Types of products consumers have/would purchase from a social media site, by age, September 2019
Digital Wallets
-
- Digital wallets start the digital transition . . .
-
- Figure 37: Digital wallets consumers do/would use, September 2019
- . . . but still need to win consumers’ trust
-
- Figure 38: Digital wallet usage, by age, September 2019
- Speeding up the shopping process
-
- Figure 39: Digital wallet uses, September 2019
- Men are more trusting of digital wallets
-
- Figure 40: Digital wallet uses, by gender, September 2019
- Household income drives different digital wallet uses
-
- Figure 41: Digital wallet uses, by household income, September 2019
- Security remains a top concern for all consumers
-
- Figure 42: Reasons consumers do no use a digital wallet, by age, September 2019
Attitudes toward Buying Online
-
- New tech needs to halt hacker damage
-
- Figure 43: Consumer attitudes toward emerging technology, September 2019
- Established Millennials are interested in new shopping tech
-
- Figure 44: Consumer attitudes toward shopping with technology, by age, September 2019
- Consumers look forward to the future
-
- Figure 45: Consumer attitudes toward future technology, by age, September 2019
Future Improvements: Where to Go From Here
-
- Ease the problems of today to win consumer’s hearts tomorrow
-
- Figure 46: Areas technology could improve for consumers, September 2019
- For young consumers, new tech needs to ease environmental impact
-
- Figure 47: Interest in tech solving environmental impact of packaging/delivery, by age, September 2019
Appendix – Data Sources and Abbreviations
-
- Data sources
- Consumer data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Consumer
-
-
- Figure 48: Hispanic consumers open to using shopping technology, September 2019
-
- Figure 49: Which social sites consumers purchase from, by age, September 2019
-
Appendix – The Market
-
-
- Figure 50: Total US retail ecommerce sales, by retailer type at current prices, 2014-2018
-
Back to top