“Alexa…where’s the loyalty?”
85% of VVA Shoppers Forgo Brand Loyalty When Purchasing Via Voice Assistance
Virtual voice assistants (VVAs) like Alexa, Google Home, Apple HomePod and Echo may be a convenience for consumers — but they can be catastrophic for brand loyalty. According to new research from Digitas, 85% of virtual voice assistant purchasers say they’ve purchased the first brand offered by their device, rather than the specific brand they initially requested. As brands rethink how they compete in a voice-assisted world, here are a few truths to tackle:
The study marks the launch of Digitas’ intelligence hub, VERA (the Latin word for "truth"), — dedicated to uncovering truths worth tackling and trends worth tracking.
To download the full results of the study and insights on how to effectively compete in a virtual-voice-assisted market, simply fill out the form below.