“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:

Millennials lead the virtual voice assistance generation.
  • VVA purchasers ages 18–34, a.k.a. millennials, are more than 2X as likely as VVA purchasers ages 45–64 to always or often purchase the first option selected by the voice assistant when requesting a purchase for a specific brand of product (37% vs. 16%).
Virtual voice assistants with screens could help unlock commerce potential.
  • 78% of Americans say if they were purchasing a product using a virtual voice assistant with a screen, they’d be likely to scroll through additional product options instead of purchasing the first option the voice assistant gives.
Americans are receptive to purchasing in these categories using a voice assistant.
  • Personal Care/Wellness Products (39%)
  • Beauty Supplies (38%)
  • Small Home Appliances (35%)
  • Clothing/Accessories (34%)
  • Technology/Consumer Electronics (33%)
  • Sporting Goods (33%)
  • Large Home Appliances (25%)

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.



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