Voice Commerce Satisfaction Rates Over 60%, Unaffected By Purchase Category: Survey

People are more likely than not to purchase things by voice, regardless of what they buy, according to a new survey from CouponFollow. Satisfaction ranged from 62% to 67% of purchasers divided by category, with the number of people and the amount spent for each category having almost no correlation to how people felt about the experience.

Satisfied Voices

CouponFollow gathered data from 1,081 American adults who volunteered online for the survey. The age of the participants went from 18 to over 60 and was about equally divided by gender. Seeing groceries at the top of the list of categories people shopped for and the amount of money spent is not a surprise. Multiple surveys over the years have arrived at similar breakdowns. Price, convenience, and other factors are likely contributors to the dominance of groceries in voice commerce, but it is notable that the greater number of people and higher dollar amount made no impact on the satisfaction of the users. One might expect ordering groceries by voice to be done more frequently and thus raise satisfaction or expose more issues and lower the ranking. But, ordering groceries by voice hovers right around the same satisfaction level as ordering anything else.

“In the pursuit of making our life more practical and efficient, the rise of virtual assistants has taken the world by storm. With less time on our hands and more things to get done, we need all the help we can get. We surveyed over 1,000 people to learn more about their interactions with virtual assistants, specifically pertaining to commerce and shopping,” CouponFollow explained in their report. “The satisfaction level among those using a virtual assistant to do their shopping was very consistent throughout the different item categories discussed. Around 65% were generally satisfied with their experience, about a quarter were neutral, and just over 10% were unhappy with it.”

Growing Bills

While the survey asked about which voice assistant people used, the only device breakdown focused solely on smart speakers and displays used at home. Amazon Echo and Alexa sit at the top in both cases. There’s a lot of anticipation around this category of devices specifically, with Juniper Research estimating $164 billion in transactions made by smart home devices in 2025, more than 630% higher than the estimated $22 billion of 2020. The spread of the devices and the rising number of businesses accepting payment by voice explains a lot of that possible growth, but ignores the contribution of mobile and automobile-based voice commerce. Paying for gas with Alexa or Cerence is spreading as an option and mobile purchases by voice are easier than ever. But, as this and many other surveys have found, privacy and data security can limit people’s willingness to do their shopping by voice, an issue that needs to be addressed by both voice assistant developers and businesses to reach their voice commerce goals.


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