Global perceptions of chatbots in online shopping for mobile phones
February 10th, 2023, Kineree Shah

Global perceptions of chatbots in online shopping for mobile phones

With a majority of businesses relying on chatbots to enhance their customer experience, it is evident that this technology is making a tangible impact. A recent YouGov survey conducted across 18 international markets found that chatbots are proving to be a valuable resource for customers seeking assistance while shopping online for phones. Despite a relatively low overall response rate, 16% of consumers globally rated chatbots as useful when making purchases for mobile phones. This result positions chatbots as a leading resource for customer service in the mobile phone industry.

Based on the survey data, it appears that the usefulness of chatbots in online shopping for mobile phones varies greatly between markets. In Europe, markets such as Italy and Poland had a relatively high response rate, with more than a tenth of consumers finding chatbots useful (14% and 16% respectively). However, in other European countries such as Britain (10%), Denmark (8%) and Sweden (8%), the response rate was much lower.

In North America, the response rate was also low as well, with only tenth of consumers in the United States (10%) and in Canada (13%) finding chatbots useful. Meanwhile, consumers in Mexico had a much higher response rate, with more than quarter finding chatbots useful (27%).

In Asia, the response rate was more mixed. Consumers in India had the highest response rate, with more than a third finding chatbots useful (36%), while in China one-fifth of consumers found chatbots useful (22%). In comparison to other Asian markets Singapore and Hong Kong had lower response rates (17% and 13% respectively).

Based on this data, brands can benefit by understanding the variability of consumer perceptions of chatbots across different markets. Brands operating in regions where a high percentage of consumers find chatbots useful can consider investing in chatbot technology to enhance their customer service. On the other hand, in regions where the response rate is low, brands may need to consider alternative strategies to meet the needs of their customers.

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Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18+ years in 18 markets with sample sizes varying between 431 and 1,572 for each market. All surveys were conducted online in December 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov Surveys: Serviced.