SURVEY: Nearly 60% of Millennials Have Used Chatbots

SURVEY: Nearly 60% of Millennials Have Used Chatbots
Feb 22 2017 Peter

SURVEY: Nearly 60% of Millennials Have Used Chatbots

Study also finds more than 70% are interested in branded chatbot experiences

CHICAGO, IL (February 21, 2017) – Retale (, a technology company that develops mobile-first shopping experiences, today announced the results of a commissioned study examining chatbot adoption and experiences among millennials. For the study, chatbots were defined to participants as software and computer programs “that mimic human conversation using artificial intelligence.” 500 millennials ages 18-34 were polled between December 1-6, 2016.

Nearly 60% Have Used a Chatbot

When asked whether or not they have ever used a chatbot, nearly 60% (58%) of respondents said “yes,” while 42% said “no.”



When those who have not used a chatbot were asked if they wanted to try them, more than half (53%) said they were interested, versus 26% who said they were not. 20% of those who have not tried chatbots said they were “neutral” on trying them.

“Chatbots are a relatively new consumer application, but it’s a growing trend, especially among millennials,” said Dan Cripe, CTO of Retale. “As we have seen with their embrace of other bleeding-edge platforms, millennials, as an audience, are early adopters – and they see real value in chatbot services.”

55% Say Accuracy is the Biggest Hurdle

Among those who have tried chatbots before, 70% described their experiences as positive, with 39% of that group saying they were “very positive.” Alternatively, 21% have had negative experiences with chatbots. Of that group, just 6% described their experiences as “very negative.”



When asked to rate “improvement areas” for chatbots, “accuracy in understanding what I am asking and looking for” was the top pick, selected by more than half (55%) of all respondents. In second place was the “ability to hold a more ‘human’-sounding, natural conversation” (28%). It was followed by “getting a human customer rep involved where needed” (12%); and, finally “I would like to see more of them because there just are not many opportunities to use chatbots” (4%).



“Chatbot accuracy is hugely important, per our data,” said Cripe. “Millennials also care about having a natural conversation with chatbot services and applications. They want those interactions to feel authentic and personal.”

More Than 70% Want Branded Experiences

In recent years, major brands have launched their own chatbot applications. H&M, for instance, has rolled out a chatbot that asks users questions about their style preferences and shows suggested items they could be interested in. Pizza Hut, alternatively, uses a chatbot to allow customers to place orders on Facebook and Twitter.

When asked whether or not they had any interest in trying chatbot experiences from consumer brands, 71% of millennials surveyed said that they are interested versus just 18% who said they are not.



“Given their growing popularity among millennials, chatbots offer a sizable opportunity for brands to interact with this coveted audience,” added Cripe. “Chatbots create a new form of one-on-one conversations between brands and consumers. They reflect a more conversational and personal approach to commerce and engagement that millennials seem to crave more than ever. At the same time, given chatbots and similarly, voice assistants, are still relatively nascent, developers and brands will need to figure out in which contexts these technologies are beneficial in order for them to reach their maximum potential.”

When asked if brands should use chatbots to “promote deals, products and services” to consumers, nearly 90% (86%) of millennials said “yes,” while just 14% said “no.”



When asked how likely they are to purchase items and services from brands via chatbots, 67% said they are likely to do so, with 36% of that group calling it “very likely.” Only 14% said that they were not interested and 19% were “neutral.”



“Chatbots stand to provide another layer of benefits during those key ‘micro-moments’ when consumers turn to their device for instant access to information on products and more,” added Cripe. “We believe this technology is really only scratching the surface, and will become more indispensible as technology becomes more connected and the Internet of Things continues to develop.”

For more information about Retale’s chatbot, RetaleBot, a deals and weekly ads search companion available through Facebook Messenger, visit

For more information on Retale, visit


About Retale

Retale is a technology company that develops mobile-first shopping experiences. Its portfolio of products and services includes Retale, the location-based shopping app for discovering savings and coupons nearby, as well as Out of Milk, the largest shopping list app on Android in North America. Reaching 26 million mobile users across 200 countries every month, Retale helps meet shoppers’ needs at every stage of the customer journey. Today, more than 5,200 retailers and brands rely on Retale to directly connect with shoppers. Retale is part of, which operates the leading location-based mobile shopping platform worldwide.


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PR Contact:
Chris Harihar, Crenshaw Communications for Retale


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