One in five (23%) consumers is digitally obsessed, making almost all their purchases online, and inclined to shop with digitally advanced retailers, a new study suggests.
This group, suggests the “Buying tomorrow report” (PDF file) from e-commerce consultancy Salmon, puts convenience and innovation ahead of the brand names, with almost nine in ten (88%) consumers saying that speed of delivery is more important to them than the brand being ordered (78%).
The study questioned more than 6,000 consumers in the UK, US and Benelux countries, and suggests that 45% are either currently using or are likely to use Amazon Echo, Alexa or Google Home in the next 12 months.
That’s ahead of those who are using or plan to use smart lighting (42%), smart fridges and other white goods (42%), virtual reality (40%) and Apple Home (37%).
A further 57% believe they are more digitally advanced than some retailers, while 60% say they would be more likely to shop with a digitally innovative trader. That said, 57% believe the technology, apps and services they use in their own life are more sophisticated than that provided by digital retailers. Almost seven in ten (69%) said they want to see greater innovation to improve the customer experience.