Conversational Commerce 2017: Chatbots and Virtual Assistants - eMarketer

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Conversational Commerce 2017: Chatbots and Virtual Assistants

eMarketer Report

By: eMarketer

Published: June 14, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

Thanks to rising comfort levels with virtual assistants and chatbots, as well as advances in technology, voice commands and messaging apps are presenting new sales platforms.

  • A shift has begun from consumer usage of websites to platforms like messaging apps and connected devices, so retailers and brands are trying to follow them there—and exploring the possibilities of using these channels for digital commerce.
  • As more smartphone users continue to choose texting over talking (at least to their fellow humans), more and more products are being created that allow consumers to talk to their devices. In many cases, it is faster and more natural to use voice commands for simple transactions.
  • Currently, customer service is the most practical use case for chatbots and virtual assistants. When it comes to actual buying, the services are best suited for products that don’t require deep research, or for reordering something a consumer has bought before.
  • US consumers are very different from those in China, where many users are comfortable with messenger apps that can make payments, hail a ride or even apply for a mortgage. Here, the mobile-first cohort will be Gen Z, and conversational commerce is much more likely to resonate with them than with the adult shoppers of today.

"Although a majority of US internet users are not willing to shop through chatbots, one-third told Sumo Heavy that they are. Only 5% had tried it and wouldn’t repeat the process, while about the same percentage said they would."

Table of Contents

Consumer Usage of Virtual Assistants

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Consumer Usage of Chatbots

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The Retail Perspective: Getting in on the Ground Floor

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18 charts are included in the full report:

Conversational Commerce 2017: Chatbots and Virtual Assistants

US Internet Users' Primary Attitude Toward Using Messaging App Chatbots* for Shopping-Related Activities, Sep 2016 (% of respondents)

Consumer Usage of Virtual Assistants

US Voice-Enabled Digital Assistant Users, by Generation, 2016-2019 (millions)

US Voice-Enabled Speaker User Share, by Player, 2016-2021 (% of total)

Frequency with Which Voice Search Users Worldwide* Use Voice-Enabled Search Engines, Nov 2016 (% of respondents)

US Internet Users Who Have Used Voice Commands, by Device, Feb 2017 (% of respondents)

Shopping

Activities Conducted via Virtual Assistants by US Virtual Assistant Users, by Age, April 2017 (% of respondents in each group)

Ways in Which Virtual Assistants Have Affected US Virtual Assistant Users' Shopping Behavior, by Age, April 2017 (% of respondents in each group)

Consumer Usage of Chatbots

US Millennial vs. Total Mobile Messaging App Users Who Have Used a Chatbot to Communicate with a Business*, Oct 2016 (% of respondents)

Internet Users in Select Countries/Regions Who Are Interested in Using Messaging Apps* to Contact Customer Service, Nov 2016 (% of respondents)

Shopping

US Internet Users' Primary Attitude Toward Using Messaging App Chatbots* for Shopping-Related Activities, Sep 2016 (% of respondents)

US Internet Users' Preferred Method of Contact with a Digital Retailer While Making a Purchase, Sep 2016 (% of respondents)

Likelihood that US Millennial Internet Users Would Purchase Products/Services from Brands Using a Chatbot, Dec 2016 (% of respondents)

Recommendations that US Internet Users Would Like to Receive from Chatbots, Nov 2016 (% of respondents)

The Retail Perspective: Getting in on the Ground Floor

Ways in Which Retail Marketers in North America and the UK Currently Use Artificial Intelligence (AI) to Accomplish Their Goals, Jan 2017 (% of respondents)

Technologies in Which Senior ICT Decision-Makers Worldwide Will Increase Spending, Q4 2016 (% of respondents)

Leading External Social Media Objectives According to Social Media Marketers* in North America vs. Western Europe**, Q3 2016 (% of respondents)

Expected Role of Select Technologies According to US B2C Marketers, Sep 2016 (% of respondents)

Retailers and Brands: Initial Applications

Business Professionals Worldwide Whose Companies Implement or Plan* to Implement Mobile Chatbots, by Industry, H2 2016 (% of respondents)