Summary
Whether they’re purchasing Taylor Swift tickets or a PlayStation 5, US consumers are often competing against bots — automated programs that buy products ahead of human customers. As this competition heats up, data from Forrester’s April 2023 Consumer Pulse Survey shows that younger generations are turning to shopping bot services for leverage. Purchasing power will continue to shift toward younger, more tech-savvy generations — as scalping bots continue to plague online retailers, look for bot service use to grow. Organizations must invest in bot management strategies to prepare to combat bad bot usage from both scalpers and customers. This is a snapshot of Forrester’s data on bots.
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