According to a SmarterHQ survey there is a neat split between the two big smart assistants-- 44.4% of respondents own an Amazon Alexa device, while 43.7% own a Google Home product. The rest (11.9%) use the Apple HomePod.
The survey covers the omnichannel shopping habits of 1000 adults in the US. It shows consumers are increasingly distracted as they hop from channel to channel, and smart assistants only add to the issue. As a result, it is increasingly difficult to retain customer loyalty, even as brick-and-mortar stores remain the most popular place to shop.
“Consumers view all the channels they shop on-- online, in-store, through social media, or via assistant home devices-- as a single point-of-contact with a brand, yet many retailers still treat these channels as disparate systems that aren’t connected,” SmarterHQ says. “This puts pressure on marketers to make the brand experience a consistent one, no matter the channel. Without a marketing strategy that includes customer identity resolution, brands risk losing buyers to the more targeted and personalised campaigns of their competitors.”