U.S. consumers aren’t adopting voice-based shopping as quickly as expected, according to a new report today from eMarketer. While consumers have been happy to bring smart speakers into their home, they continue to use them more often for simple commands — like playing music or getting information, for example — not for making purchases. However, the overall number of voice shoppers is growing. It’s just slower than previously forecast, the analysts explain.
By the end of this year, eMarketer estimates that 21.6 million people will have made a purchase using their smart speaker. That’s lower than the Q2 2019 forecast, which expected the number to reach 23.6 million.
Still, it’s important to point out that the overall number of people making purchases via a smart speaker is growing. It will even pass a milestone this year, when 10.8% of all digital buyers in the U.S. will have made a purchase using their smart speaker.
EMarketer attributes the slower-than-anticipated growth to a number of factors, including that security concerns are leading people to not yet fully trust smart speakers and their makers. Many ..
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