Interestingly, respondents who frequently use their smart speakers to shop are more likely to add items to their cart over time and place an order later than doing so right away. Perhaps because they're working toward a free shipping goal before completing a purchase.
Delineate’s findings mirror another survey conducted recently by OC&C Strategy Consultant, which found that 12% of US voice-enabled speaker owners have asked their device to add an item to a basket, likely with the intent of finalizing the purchase online or in-app later on.
And this trend of voice commerce is growing rapidly.
A November 2017 survey from Capgemini showed that over a third of virtual assistant users in Western Europe and the US bought a consumer product or retail item using a voice assistant. And they don't just shop for physical items. The study found that a significant number of respondents purchased some type of service, like a meal, via the platform.
eMarketer estimates the number of US voice-enabled digital assistant users will reach 69.0 million in 2018, and that figure is expected to grow to 75.5 million by 2019.