With shopping tools like Smart Speakers, subscription services and AR/VR now available, it’s safe to say that the shopping experience is changing. But, despite a majority of US adults being aware that these shopping tools exist, how many are actually using them? New data [download page] from GfK reveals that the adoption of these shopping techniques is still low, but also show promise.
Shopping via artificial reality (AR)/virtual reality (VR) currently has low adoption. A little more than two-thirds (68%) of the 1,000 US adults surveyed report that they are aware of this type of shopping, yet only 5% of them have shopped using AR/VR. Nonetheless, one-quarter (25%) of respondents who haven’t already shopped using AR/VR say they’re likely to do so in the next year.
Retailers who are exploring the option of introducing AR or VR into their shopping options may want to consider the findings from a survey of AR/VR shopping early adopters, who said they were interested in seeing AR/VR shopping applications such as designing/redesigning physical spaces with furniture, touring a physical space, shopping with a celebrity or shopping virtually with friends.
US consumers are also aware of shopping via Smart Speakers and subscription services (74% and 79%, respectively). Subscription services boast the largest amount of current users (14%) compared to respondents who have shopped via a Smart Speaker (8%). However, more respondents say they are likely to try shopping with a Smart Speaker in the next year. It’s worth noting that though consumers are reluctant to make a purchase using a Smart Speaker, they are using them for product searches and research as well as to maintain shopping lists.
Not surprisingly, Millennials are more open to shopping with newer methods. The report found that Millennials were already using and would probably continue to shop using Smart Speakers (15%), visual search (16%), click and collect (18%) and clicking on social media posts (21%).
Further data can be found in the report highlights here.
About the Data: The report is based on a survey of 1,000 US adults (18 years and older).