A growing number of UK customers are choosing to purchase from brands using smart speakers such as Amazon Echo and Google Home, with the devices predicted to drive the next wave of ecommerce.

In a study of 2,000 adults carried out by data agency Artefact UK, six out of 10 smart speaker owners say they have used them to make a purchase in the past year, with almost a quarter (22 percent) saying they have done so within the past week of being asked.

Sarah De Martin, Managing Director at Artefact UK, says: “Voice offers a simple and spontaneous path to purchase that reflects how people behave naturally. Forty percent of our sample already owns one or more of these devices so the channel is nearing critical mass. Both Google and Amazon are offering aggressive discounts on their smart speakers and ownership grew by 79 percent last year alone.

“As an e-commerce business, it’s clear why Amazon wants to get Alexa into as many homes as possible. During its recent Prime Day event it even experimented by allowing Prime subscribers to access to some of its best offers through Alexa.”

 

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