For marketers, adopting optimization tactics for voice search is still low on the priority list. One study said 62% of marketers said they were “not likely” to make voice search part of the marketing strategy. However, new data suggests voice tech is increasingly being used to make purchases and marketers need to get ready for this shift in behavior.

According to a recent report, of the 51% of consumers that said they use voice assistants, at least 35% have made a purchase using a voice assistant. More specifically, 35% bought a product, 34% ordered a meal, 28% made a payment/sent money and 28% booked a taxi/Uber. This indicates that consumers are using voice assistants to purchase more than just consumer packaged goods (CPG).

Currently, one in six Americans owns a smart speaker and adoption of these devices is on the rise. As device adoption grows and consumers become more comfortable with utilizing voice search technology, marketers will need to understand how to improve discoverability via voice assistants and other voice-enabled devices.

This data comes from a Capgemini report, “Conversational Commerce: Why Consumers Are Embracing Voice Assistants in Their Lives” which surveyed over 5,000 consumers in the US, the UK, France and Germany. To access the graphic above, click here.