Let the Fridge Order Out.

• Author: Bullock, Casey
• Position: GONE SHOPPING

AS THE PREVALENCE of the Internet of Things (IoT) and connected devices continue to affect a growing number of industries, the mindset of U.S. consumers towards these new innovations is evolving. Research from Worldpay reveals more consumers are ready to embrace the automation and convenience delivered by IoT technologies. From chatbots and virtual assistants to connected devices, the interest and opportunity are there.

In our Connected Consumer research, Worldpay examined the opinions of consumers across 10 countries--Australia, Brazil, China, Germany, The Netherlands, Singapore, Spain, Sweden, United Kingdom, and U.S.--related to IoT, connected devices, and the use of payments via the technology. In the U.S. specifically, 48% of consumers said they would feel comfortable with a connected device, such as a refrigerator, ordering items on their behalf. However, 78% would prefer to be notified before the order is placed.

The data study highlights openness to IoT among U.S. consumers, but the need for reassurance when it comes to important factors, such as payments and security. No matter if done by a human or machine, it is vital for consumers to remain in control when they are delegating payment tasks. Our research has found that there always should be a conscious "act of consent," be that via a device notification, button push or a pre-set rule like a spending limit, being agreed to in advance.

The beauty of these technology advancements means that there are many opportunities for virtual assistants and connected devices to make consumers lives easier. If machines can offer consumers a "concierge" style service that reduces day-to-day life administration and menial tasks, then there is no reason why they will not want to delegate some of their shopping responsibilities--after all, we all would appreciate an extra bit of time to ourselves. In the end, consumers need confidence that machines can be trusted to make the right decisions and keep their owners informed and in control.

While virtual assistants and chatbots are rising in popularity--specifically through an increasing number of consumer-centric devices such as Amazon Echo and Google Home--there still is work to be done in helping consumers embrace this technology fully. Most importantly, respondents would like the...