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Traditional Search Is Still Consumers’ First Choice For Shopping, Not Voice Aides

June 4, 2018: 12:00 AM EST
In a survey of over 1,000 U.S. consumers last month, RichRelevance found that 86 percent of shoppers preferred typical search functions such as search bars over voice assistants like Apple’s Siri and Amazon’s Alexa. Moreover, 72 percent of participants said they would leave the website if it lacked a ‘strong’ search tool, while 80 percent confirmed that they use the search bar exclusively when shopping online. Consumer focus on traditional search also points to the slow integration of voice aides in retailers’ websites. In fact, 70 percent of participants have not used voice assistants yet, with 63 percent of consumers saying that they don’t have faith in industry leaders such as Google, Amazon, and Microsoft. “With many retailers looking to go beyond last-generation keyword-based search, brands and retailers would be best served by focusing on personalization and image search while positioning themselves to win with any developments in voice-based search,” added Mike Ni, chief marketing officer of RichRelevance. Results also show that the Millennials and Generation Z are more familiar with voice aides:  43 percent of younger people have used them compared to just 30 percent of older people.[Image Credit: © Andres Urena]
Elizabeth Doupnik , "Consumers Use Siri, Alexa for Daily Tasks, Not Shopping", Women’s Wear Daily, June 04, 2018, © Penske Media Corporation
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