ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Weak demand for voice assistants; Advertising is enhancing commutes; and Shopper habits changing weekly.

Weak demand for voice assistants

There is lacklustre demand for voice assistants among British consumers, with less than a third (29%) claiming they would like to own one of these devices in the future, according to the7stars.

Data protection was highlighted by respondents as one of their major concerns, with an average of 61% saying they are reluctant to hand companies, such as Google and Amazon, more data than they currently hold. This figure contrasts with the fact that 81% of consumers said they are willing to share an item of personal data in return for free, discounted, or enhanced services.

A large proportion (43%) of consumers expressed concern that voice assistants can be used to listen in on conversations, with this figure rising to 49% among Londoners. Consumers are not clear on the purpose and potential of the technology, with 40% yet to understand the benefits, 50% not thinking it is of use, and 42% labelling it “a gimmick”.

While younger audiences are also sceptical, with 41% of 18 to 34-year-olds agreeing that the technology is “a gimmick”, this age group is more understanding of the benefits (49%) and more likely to want to own a voice assistant device (36%) compared with those in older age groups.

Advertising is enhancing commutes

People who regularly use local transport links are engaged with the station environment, and like to see a mixture of adverts along their journey, says a study by Exterion Media.

Two-thirds (66%) of rail users say they don’t feel their station is too cluttered with advertising, and 41% say they notice when a new advert appears on their regular route, suggesting that frequent rail users see advertising as a welcome distraction on their journey.

As well as being engaged physically, the research found that being connected via technology is essential for the modern ‘always-on’ UK traveller, with 70% saying it is important to have WiFi at railway stations.

Further to this, nearly half (41%) of rail users say they would like to be able to use their smartphones to collect content from posters at rail stations, further suggesting that Brits see rail stations as much more than a travel hub. The popularity of train stations as a community hub is also on the rise, with 31% of Brits saying they use their local station shop, even when they’re not travelling.

Shopper habits changing weekly

Shopper habits are now changing weekly, creating further challenges for retailers who want to reach new customers online, finds a report by Rocket Fuel. This is forcing brands to make real-time decisions, using their own data, in order to serve today’s consumers effectively.

More than half (55%) of regular online shoppers change their purchasing habits at least once a week. Advertisers must now find a way to reach consumers at various stages of the buying journey, as well as identifying whether they’re in the mood to shop, with two out of three (64%) online shoppers saying: "How I react to an ad or promotion depends on the mood I am in."

Without the right technology to figure this out, as well as organise and utilise masses of data, advertisers run the risk of leaving shoppers frustrated by irrelevant and irritating advertising, missing their one chance to connect. At a time when people say their purchases reflect who they are, marketers and retailers must look at people as individual consumers, rather than pigeonhole them using outdated methods.