Digital home assistants aren’t dominating consumer shopping, but they are having an impact in some segments, according to a new survey.

Consumers shop more often in a store, via mobile website or mobile apps than digital home assistants, according to the survey of 1,000 U.S. adults conducted by SmarterHQ.

However, more homes are getting more devices. American homes now have an average of two internet-connected devices and a majority (53%) have more than three.

In terms of preference, Amazon Echo and Google Home were both preferred by 44% of consumers, with 12% favoring Apple HomePod.

“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,” stated Michael Osborne, CEO of SmarterHQ. “This puts pressure on marketers to make the brand experience a consistent one no matter the channel.”

The survey found that families with three or more children are 35% more likely to have smart home assistants.

MediaPost.com: Search Marketing Daily

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