By the end of 2022, voice commerce will be a $40 billion industry, according to data from OC&C Strategy Consultants. Any industry executive who is thinking of this category of shopper as a passing fad needs to think again. How people shop is fundamentally shifting, and this behavioral evolution requires both strategic and tactical pivots by pretty much every brand selling consumer goods today.

The fact that people are shopping with their voices is important. But what’s perhaps even more important from a marketing standpoint is why people are shopping with their voices. Who are the early adopters, and what values drive their purchasing behavior?

To better understand the values and motivations that drive today’s voice shoppers, Resonate tapped into its consumer intelligence marketing platform to uncover the driving forces and daily habits of this growing group of consumers. Our study evaluated people who have used voice-activated shopping (via assistants such as Alexa, Google Assistant and Siri) in the past and intend to use it in the future. What we found was a wealthy, active group of people with an eclectic blend of motivations and habits.

The top personal values that drive today’s voice shopper are concern for the future, sharing experiences and financial stability. In short, by no means are these individuals flippant about how they spend their money, despite their willingness to do so via an emerging channel. Messaging around value and competitive pricing is likely to resonate with this audience, as is messaging about how given products can improve their interactions and relationships with others.

Meanwhile, the voice shopper’s top psychological drivers — devotion to God/faith, proving competence/skills and living an exciting life — suggest that voice shoppers are well-grounded, but not stodgy. They take their faith and others’ perceptions of them seriously, but they’re also always looking for an opportunity to step out on the edge and experience life.

Their hobbies and daily routines reflect this desire to experience life. Voice shoppers are an active bunch, with their top hobbies including golf, camping and hiking, and taking active vacations that involve walking or biking. In addition, they place a great deal of value on their athletic accomplishments and gym memberships, and they tend to buy food based on nutritional considerations.

With more than 60 million Americans using a voice assistant at least monthly, according to eMarketer, and a growing percentage of consumers using those assistants to shop, it’s time for marketers to pay special attention to voice shoppers. Connecting with these consumers requires an understanding not only of what they’re buying and how, but the fundamental motivations and values that drive their purchasing behavior. Honing these insights for the voice-activated shopping realm will ensure today’s brands don’t miss out on tomorrow’s new $40 billion marketplace.