A Third of Consumers Want to Shop the Show

In today’s fast-paced world, consumers are increasingly seeking connected buying experiences that allow them to multitask and seamlessly make purchases.

PYMNTS’ data confirms that to be the case. In “How Connected Devices Enable Multitasking Among Digital-First Consumers,” the latest edition of the “How We Will Pay​” series, PYMNTS Intelligence drew on a survey of over 4,600 U.S. consumers to assess how digital-first consumers are using connected devices and apps to carry out multiple tasks — shopping, eating, doing household chores and caring for others — both at work and at home. 

Findings detailed in the study revealed that a significant share of consumers were interested in various innovative shopping technologies, both existing and potential. These technologies aim to enhance convenience and personalization, enabling consumers to effortlessly find and buy products. 

The research also highlighted the desire for multitasking capabilities. For instance, 34% of consumers would like their smartphones to recognize their daily commute and suggest picking up coffee on the way. 

Additionally, 41% of consumers expressed interest in the ability to take photos of products they see with their smartphones and be automatically directed to the product page for purchase. This feature would eliminate the need for manual searching and make the buying process more efficient. Similarly, 38% of consumers are interested in virtual shopping technology that allows them to visualize how a purchase would look on them or in their home before making a decision.

Furthermore, consumers said they want integrated shopping and entertainment experiences. Imagine watching a favorite livestreamed series on a mobile device and being able to purchase the clothing or jewelry worn by an actor on the screen. This concept appeals to one-third of consumers who want the ability to touch the screen and directly access the product page for purchase. 

The potential for such internet-connected buying experiences is further amplified by the integration of artificial intelligence (AI) and advanced technologies, which can enhance personalization and data management. 

Against this backdrop, the research revealed that 7.7% of consumers already use apps like Google Lens to turn smartphone pictures into product-purchasing URLs. When considering the percentage of consumers who desire this capability but do not currently use it, nearly half of all consumers are interested in this multitasking shopping experience.

Additionally, between one-third and half of respondents expressed strong interest in ten other connected buying experiences, including previewing how purchases fit into existing wardrobes or home decor, skipping checkout lines for more efficient purchases, and leveraging location and experiences to minimize purchasing frictions. 

In essence, consumers crave a seamless and effortless buying experience. Whether they come across a desired item in real life, on a show, or through an ad or product recommendation, they want to be able to project how the item fits into their lifestyle and purchase it without hassle. The widespread interest in these connected buying experiences suggests that they may become more prevalent sooner than expected.