Beyond smartphone shopping the rise of smart assistants

Transcription

1 Beyond smartphone shopping the rise of smart assistants Ericsson Consumer & IndustryLab May 2018

2 Smartphone shopping will peak globally the next disruption is AI-assisted shopping New York San Francisco Mexico City São Paulo London Moscow Johannesburg Tokyo Shanghai Sydney Methodology Insights were based on an online survey of 5,048 advanced internet users aged 15 to 69 in 10 cities around the world, carried out in January 2018.

3 Key findings 1. Smartphone shopping is peaking 43 percent are already smartphone shoppers, making purchases using their phone every week 2. The chooser, not the choice Selecting the chooser for home and personal shopping is more important than making choices 3. Top jobs for digital assistants 63 percent of smartphone shoppers want help with price comparisons a likely role for a home restocking assistant 48 percent want help making shopping decisions easy, which is where a personal digital shopping advisor could come in

4 Key findings 4. Stores must transform or disappear 69 percent of AR and VR users think the technology will give smartphones all the benefits of stores in just three years time 5. Bargain prices move offline 36 percent of smartphone shoppers already believe they should pay lower prices in stores than online 6. Materialism at a crossroads Only 15 percent prefer renting a car to owning one, but 70 percent think most people will rent cars in three years

5 Smartphone shopping is peaking The smartphone is not as the ultimate shopping experience - the main gripe remains the size limitations of the screen We found 4 out of 10 are already smartphone shoppers, making purchases using their phone every week The most active smartphone shoppers are also the most interested in using AR and VR when shopping to bypass the screen s limitations The second highest concern among smartphone shoppers is losing connection in the middle of making a purchase

6 The chooser, not the choice Already 4 out of 10 smartphone shoppers say they want a shopping assistant that helps them narrow down purchasing choices Too much choice can fatigue smartphone shoppers which is why 48 percent of them want to only see relevant items when making choices This rejection of choice and demand for simplification is a major shift that will fundamentally change global shopping behaviours

7 Top jobs for digital assistants Personal shopping advisors for high-involvement shopping, home restocking assistants for automated purchases Personal shopping advisors: Almost half want help to make buying decisions easier As many also want their assistant s advice on gifts for family and friends Home restocking assistants: 63 percent want price comparisons 44 percent also want help to receive deliveries when they re not home

8 Who are the assistants working for? To what extent can digital shopping assistants be trusted, and how can they impact us? Almost half of respondents surveyed say they try to give away as little information as possible when shopping Yet digital assistants bring a totally new dimension to the use of consumer data The key challenge for the retail industry is that the real customer will become AI rather than a human

9 Stores transform or disappear Smartphone shoppers have a 34 percent lower preference for shopping in stores 52 percent of all respondents believe fewer people visiting stores will lead to increased home deliveries Automated and pre-emptive delivery could skyrocket 64% Sixty-four percent of AR and VR users believe physical stores will disappear entirely in three years

10 Bargain prices go offline 36 percent of smartphone shoppers believe high street stores should be cheaper than online alternatives, as a reward for bothering to turn up While retailers believe focusing on services and experiences such as classes and talks will attract consumer attention, 43 percent of smartphone shoppers say it will be difficult to charge extra for these 66% Sixty-six percent of respondents noted flexibility as the key benefit of smartphone shopping, not better value, as may have been expected

11 Materialism at a crossroads 70 percent of respondents believe the mainstream way of using cars will be renting or leasing within only three years, yet only 15 percent say they would prefer this themselves Almost 60 percent believe renting furniture and kitchen appliances will be mainstream within three years, yet only 10 percent or less say they would rather rent than buy 34% Thirty-four percent of respondents think owning too many things is a hassle

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