THE RISE OF VIRTUAL ASSISTANTS

Virtual assistants such as the Amazon Echo and Google Home Mini are on the rise with 2.7 million households now using one of these devices. This has had a dramatic impact on the typical search query as people interact uniquely with voice assistants. For example: voice related queries differ greatly from type based queries and are 30 times more likely to be action-oriented (Kantar;2017).

The fact that Google and Amazon are retail giants also exemplifies that voice assistants are there to make the customer journey to purchase as quick and easy as possible. Both Amazon and Google are reportedly looking at adding screens to this technology to add another shopping or discovery element. Whether it is through ad placements or brand partnerships, it is clear that the future is bright for this technology.

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