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Most American Adults Lose Brand Loyalty When Buying With Virtual Voice Assistants

August 8, 2018: 12:00 AM EST
In the US, 85 percent of adults who have made an online purchase using a virtual voice assistant say they have purchased, at least once, the top recommendation by the VVA instead of the specific brand they planned to buy. Results of the Digitas online survey covering more than 2,000 American adults showed voice assistants may adversely affect brand loyalty. Some of the study's key results include millennial VVA purchasers are more than twice as likely as their 45-64 years old counterparts in purchasing the first option offered by the VVA. Also, 78 percent of respondents said they would be likely to check other options if they were using a VVA with screens.[Image Credit: © Digitas]
"Brand Loyalty vs. Virtual Voice Assistants", Digitas, August 08, 2018, © Digitas
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