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US shoppers embrace subscription service, AR as tools: GfK

Aug '19
Pic: Shutterstock
Pic: Shutterstock
Augmented reality (AR) and subscription services are enthusing US shoppers, according to new insights from GfK’s FutureBuy® research. However, smart speakers seem to be lagging when it comes to their perceived value as shopping tools. Fourteen per cent of respondents have used subscription services like Stitch Fix and plan to continue doing so.

Only 8 per cent of US shoppers are smart speaker converts, i.e., they have used the devices for shopping and plan to do so again. But an equal number (8 per cent) said they have tried smart speaker shopping and do not plan to again. Another 36 per cent of US shoppers seem to be hesitating about the concept, reporting they have not shopped with a smart speaker and do not plan to.

The study also found high levels of curiosity about some of the newest technologies. While only 5 per cent of respondents said they have experienced shopping with AR or virtual reality (VR) and plan to continue, a remarkable 25 per cent said they are likely to try it in the next year—the highest level of enthusiasm recorded in the survey, according to a press release from the company. (DS)

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September 2019

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