In a recent study conducted by PYMNTS Intelligence, titled “Multitasking Consumers Want to Shop — and Work — at the Same Time,” the evolving landscape of connected devices has reshaped how U.S. consumers spend their time and engage in shopping activities.
Based on surveys involving over 4,600 U.S. consumers, the report sheds light on the increasing role of connected devices in shaping the modern shopping experience. Notably, 74% of consumers reported using their connected devices while shopping, with 55% specifically logging in to enhance their shopping endeavors.
Delving deeper into consumer preferences, the study explored desired features and enhancements to further enrich the shopping experience, ranging from existing functionalities to futuristic concepts.
Among the most sought-after features, 41% of consumers expressed interest in using their smartphones to snap photos of products they like, seamlessly redirecting them to the respective product page for immediate purchase (with nearly 8% already enjoying this capability).
Another 38% desired a function enabling them to visualize how potential purchases would appear on themselves or in their living spaces. Additionally, 34% expressed enthusiasm for a smart dressing room mirror that could suggest complementary items to enhance their purchase.
A notable 34% of consumers also envisioned a feature that would automatically contact and order their favorite morning coffee from the nearest outlet on their way to work, ensuring it’s ready upon their arrival.
Meanwhile, one-third of respondents desired touch-screen functionality to purchase items featured in shows they are streaming, be it jewelry or outfits (with nearly 5% already accessing this feature).
The report underscores that many of these desired features are not merely speculative but are already becoming realities. For example, close to 8% of consumers using Google Lens can seamlessly redirect smartphone pictures to specific product URLs.
Overall, the study reflects a strong consumer desire for seamless and hassle-free shopping experiences. Consumers aspire to instantly identify desired items, assess their suitability, and effortlessly complete purchases without encountering unnecessary hurdles or friction. The robust interest observed in our survey suggests that the digital features not currently available are likely to become mainstream offerings in the near future, catering to evolving consumer expectations and preferences in the connected world.
