40 Percent of This Demographic Will Use Voice to Shop This Holiday Season

As opposed to just 22 percent of consumers overall

- Credit by Video/Editor: Josh Rios
Headshot of Chris Ariens

For some consumers, holiday shopping is a labor of love. For others, it’s a chore they’d prefer to pawn off on someone else. Enter: the voice assistant.

A recent study by MullenLowe Mediahub found that just 22 percent of people are using their voice assistants to shop, but 40 percent of adults age 35-44 say they will use their voice device for holiday shopping this year. Meanwhile, 60 percent say they will research a product using a voice device.

In this video, we talk to Liz Fermon, vp and associate comms planning director at Mediahub, to find out what what brands need to do to stay ahead as more consumers use voice to shop.

@ChrisAriens chris.ariens@adweek.com Chris Ariens is the managing editor and director of video at Adweek.