Reasons to shop with a voice assistant U.S. 2022

In 2022, just under half of U.S. shoppers reported that ease of use was the main reason to use voice assistants for shopping. Additionally, 44 percent used voice commerce as a faster way to do their shopping, and 33 percent used their voice assistant devices to shop in order to have a new experience.

Millennials and voice commerce

A recent study conducted in the United States revealed that Millennials were the group participating in voice commerce the most. Nearly 50 percent of Millennials reported having made online payments with voice assistants, while Bridge Millennials — the behaviorally unique group of millennials born between 1980 and 1989 — followed with 47 percent, and Gen Z shoppers ranked third. Similarly, Millennials were also the group most often creating their shopping lists with voice assistants, with Gen Z again ranking behind them.

Amazon: voice shopping’s leading player

Overall, two-thirds of millennials in the U.S. owned a smart speaker or voice-device at home in 2022. With over 70 percent of voice shoppers using Alexa, Amazon’s headlining smart device, Amazon Echo was a popular choice for voice-operated devices. E-commerce retail was the leading shopping category among Echo users, while food purchases followed.