US consumers are increasingly using voice search for DTC brand purchases

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 19, 2020, 4:47 PM UTC

AI-powered ecommerce platform Nosto in partnership with Yotpo and Klaviyo surveyed 1,100 US consumers who have relationships with top 50 DTC brands.

Despite voice being a relatively recent platform, one out of four consumers are already using voice to make purchases from DTC brands. The top factors driving consumers’ purchasing decision were reviews (76%), discounts (70%), and photos (61%).

The survey also revealed that 53% of US consumers tend to interact with a DTC brand via their website, with only 12% in email and 11% in social media. The native DTC apps fared even low on consumers' preferred interaction channels with only 8% of people using them.

14% of consumers still prefer to interact with their favourite DTC brands in-store. Nosto’s CEO Jim Lofgren said brands should leverage social proof, reviews, images and emails to make the shopping experience relevant and easy for customers.

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