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in the Consumer
Electronics Playing Field
The 2013 Accenture Consumer Electronics
Products and Services Usage Report
Enter w
Table of Contents
Introduction 3
Final Thoughts 21
Gender
Age 15%
18-24 Years
>55 Years
26%
18%
45-54 Years
20%
35-44 Years
9% 9%
South Africa Brazil
9% 9%
Sweden 9% 9% Russia
9% 9%
France India
9% 9%
Germany 9% China
Japan
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
1 3
Consumers are focusing on fewer, multiple- As consumers experiment and search for the
function devices. Purchase intentions for single- technologies and services that best meet their
function devices are flattening or declining as needs, cloud-based services and apps are showing
smartphones, tablets, PCs and high-definition substantial increase in use. While a greater percentage
televisions climb at double-digit rates. Smartphones of young consumers use online services than do older
and tablets are accelerating the demise of most ones, a significant increase in use is occurring among
single-function devices as consumers shift activities both generations. Among apps, financial apps (such as
such as reading and watching movies from eBook mobile payments, banking and trading) and shopping
readers and DVD players to their multi-use devices. apps are leading the growth in consumer usage.
2 4
Consumers are not locked into any single platform. The increasing capabilities and rapid adoption
Consumers know about the operating system of their of mobile multi-function devices are fueling the
devices and they appreciate the concept of using a continued “consumerization” of IT in the workplace.
single platform across devices. But the research does As consumers increasingly do multiple activities on their
not suggest loyalty to a specific operating system. mobile devices, they are also choosing to use these
Consumers are open to experimenting; virtually no devices for work purposes and finding productivity
company or platform has a lock on their loyalty. improvements in doing so.
Which of the following consumer electronics do you currently own? Multiple response.
26% 2009
Smartphone 28%
48%
58% 2010
2011
Tablet 8%
14% 2012
25%
45%
HDTV* 51%
58%
62%
7%
14%
Blu-Ray DVD player 18%
24%
22%
30%
GPS device 31%
34%
6%
eBook reader 7%
8%
14%
91%
PC** 92%
90%
94%
Increasing Ownership (above)
29%
Digital video camera 26%
24%
26%
44%
39%
Portable music player 40%
40%
27%
Health and fitness device 27%
21%
20%
20%
DVR 20%
13%
77%
75%
Digital photo camera 73%
68%
63%
Regular TV-CRT or tube 55%
43%
47%
84%
Basic mobile phone 75%
58%
64%
72%
DVD player - not Blu-Ray 64%
54%
44%
PC 91% +2
HDTV 55% +8
Significant level or
Smartphone 55% +30 growth in usage
Tablet 17% +14
eBook reader 6% +5
Game console 13% +4
GPS 12% +1
Increase between 2010 and 2012
Blu-Ray DVD player 9% +4
Basic mobile 50% -17 Decrease between 2010 and 2012
Digital photo camera 36% -15
Regular TV 33% -8 Sample base: Total sample (US, Japan,
Portable music player 17% -4 Germany, France, China and India)
DVD player 15% -15 2010: 6,001
Health and fitness device 7% -2 2012: 6,057
Digital video camera 5% -2 Source: The 2011 and 2013 Accenture Consumer
Electronics Products and Services Usage Reports
Portable gaming device 5% -3
DVR 5% -5
Use it occasionally
19%
13%
15%
49%
14% 15%
40%
31% 31%
Regarding activities that consumers of consumers use maps, listen to stored Furthermore, activities conducted on
spend time doing each week, some music and download new apps on their mobile devices that were once considered
activities—particularly those that are PCs, about half also do so on their mobile “emerging” are becoming more mainstream
well established among consumers, like or smartphones (Figure 7). When it comes (Figure 8). Almost half of consumers
emailing and texting—are predominantly to watching shows and movies on demand, already do or plan to make payments in
conducted on a single device. However, the use of the PC and TV are nearly tied: stores using a mobile phone or tablet and
many activities are now done on 53 percent use their PC while 56 percent about one-third do or plan to control home
multiple devices, demonstrating use TV. This flexibility to use any device is audio/video and home security with their
consumers’ comfort with using the so important that half of consumers would mobile device.
device that is most handy at the consider paying extra to watch TV shows or
time. For example, while a majority movies on their computer.
28%
Texting - SMS - MMS 87%
7%
2%
93%
Online banking and finance
21%
management (checking account,
11%
making transfers, paying bills)
3%
20%
Watching broadcast TV or cable 6%
shows (at the time they are 5%
broadcast) 85%
93%
Online shopping - eCommerce 16%
13%
3%
69%
Using maps and global positioning; 48%
getting directions 13%
4%
68%
Listening to music stored 52%
on my device 14%
9%
81%
Playing games 40%
18%
11%
83%
Connecting with people/playing 39%
games on social networking sites 17%
5%
62%
58%
Downloading and using new apps
25%
4%
53%
Watching shows - movies - 11%
videos on demand 13%
56%
Do you do any of the following over your mobile device (phone or tablet)?
45%
24% Yes
Percentage of consumers surveyed that know the operating system of their devices:
Smartphone Netbook
How important is it for you to have all or almost all your devices using the same operating system?
17%
Extremely important
22%
44%
52%
27%
Very important
30%
33%
Somewhat important
31%
16%
Hardly important at all
13%
7%
Not at all important
4%
24%
I want to see what else is out there on the market
31%
15%
I believe I could get a lower cost if I switched
19%
77%
Online mailbox service
75%
41%
Online games
37%
37%
Online photos - video storage
26%
35%
Movies - shows streaming
26%
30%
Online data backup - storage
18%
27% 2012
Online document creation (e.g., Google Docs)
17% 2011
Sample base: Total sample, excluding UK, for full comparison (10,099)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
Please indicate which of the following activities you do in a typical week. Multiple response.
42%
Playing games
40%
Connecting with people/playing games on social 40%
networking sites 39%
37%
Downloading and using new apps
29%
36%
Managing personal digital photos and videos
35%
35%
Listening to streaming music
29%
25%
Reading electronic books
18%
Sample base: Total sample, excluding UK, South Africa and Sweden which were not in the 2010 sample
2010: 8,002
2012: 8,058
Source: The 2011 and 2013 Accenture Consumer Electronics Products and Services Usage Reports
Consider, for example, how consumers use Perhaps not surprising, generational this generation’s lives.1 Ninety percent of
their smartphone for work purposes: Of preferences are clear in how consumers Gen Y surveyed worldwide said they check
those we surveyed, 82 percent text and communicate using technology. Consumers their smartphones for updates in email,
66 percent email. But nearly one-third we surveyed across generations use email texts and social media sites as part of their
also use their smartphone for work-based to communicate for work purposes. Yet morning ritual for getting ready for school
social networking on sites such as LinkedIn a smaller percentage of 18-24-year-olds or work, often before they get out of bed.
and for using collaboration tools. Fourteen (73 percent) use email in a typical week They connect to live, checking for work
percent even do video conference calls than their slightly older peers. Instead, updates and communicating at all hours
by smartphone. The trends are similar in to communicate digitally, 18-24-year- from every place imaginable. For this age
how consumers use their tablets for work olds are doing significantly more texting, group, the lines between work and personal
purposes. Using their tablets, 64 percent connecting with people over social media life are forever blurred.
email for work, 39 percent use work- networks and tweeting on their device
based social networks, 33 percent use than older generations. Usage of the social
collaboration tools, 25 percent conduct networking sites (public and corporate) and
video conferences and 23 percent conduct collaboration and conferencing tools for
voice conferences. work purposes is higher among younger 1. Cisco press release, 12 December, 2012:
“Toothpaste, Toilet Paper, and Texting – Say Good
consumers surveyed, who also rank the Morning to Gen Y,” http://newsroom.cisco.com/
The majority of respondents believe using release/1114955
productivity improvement from using social
their consumer devices for these various work
networking sites higher.
purposes improves their productivity. Nearly
60 percent say it improves their productivity This finding aligns closely to a recent Cisco
to take conference calls and use collaboration study that reveals how the need for Gen Y
tools from their personal devices. to stay connected drives every facet of
As consumer technology companies Executives across the consumer technology Our research indicates the time is right
continue to chart their course, they must industry are looking at whom they compete to focus on apps and cloud services in a
have a clear niche for the single-function and cooperate with in a new and more more extensive way and in the context of
devices they offer. Single-function devices holistic way. We’ve seen Intel absorb achieving the superstack that consumers
will continue to have a place as the McAfee to integrate security solutions2 and value. With Internet-connected apps
source of new innovations. For example, Nokia acquire earthmine inc. to improve its embedded in home and personal devices
the purchase intent for health and fitness 3D map-making capabilities,3 just to name from televisions to thermostats, the apps
monitoring devices rose significantly—and a couple of examples. In a world driven and services consumers value may be
many of these need specific sensors that by mobile, cloud and consumerization, as important—and drive more purchase
may keep them stand-alone for a while. companies must envision their future decisions—than the device. This may mean
Over time, however, we are likely to see the development more strategically, across all that to stay relevant, device makers need
rapid integration of many new capabilities layers, and effectively and tightly integrate to work across their ecosystems to combine
into multi-function devices. At the same a vertical “superstack” of chipsets, devices, the best features of the platform (seamless
time, different form factors for multi- operating systems, applications and experience and content transfer) with
function devices will emerge as technology services either on their own or through cloud-based, platform-agnostic services
companies innovate in hopes of identifying acquisitions and innovative alliances. and functionality to provide consumers
the combination of form and function that with the flexibility they desire.
consumers desire.
Which of these consumer electronics have you purchased in the last 12 months? Multiple response.
32% 2012
Smartphone
34%
2011
26%
PC* 25%
19%
HDTV**
21%
14%
Basic mobile phone
16%
12%
Tablet
7%
11%
Digital photo camera
18%
7%
GPS device
10%
6%
Portable music player
7%
6%
eBook reader
4%
6%
Game console
7%
5%
Blu-Ray DVD player
5%
5%
Health and fitness device
7%
4%
Regular TV - CRT or tube
4%
4%
Portable gaming device
4%
4%
DVD player - not Blu-Ray
6%
DVR 2%
4%
Which of these consumer electronics do you plan to purchase in the next 12 months? Multiple response.
33%
Smartphone
50%
29%
PC* 43%
20%
HDTV**
46%
16%
Tablet
31%
8%
Digital photo camera
15%
6%
GPS device
16%
10%
Basic mobile phone
10%
7%
Blu-Ray DVD player
13%
7%
eBook reader 13%
5%
Health and fitness device
14%
3%
Digital video camera
12%
6%
Game console
9%
3%
Digital home music system
11%
4%
Portable music player
8%
3%
Portable gaming device
6%
DVR 2%
5% Mature markets: Germany, France,
Japan, Sweden and US
2%
DVD player - not Blu-Ray
4% Emerging markets: Brazil, Russia,
India, China and South Africa
In the past 12 months approximately how much have you spent on consumer
electronics? And how much do you plan to spend in the next 12 months?
$1,046
Russia
$1,225
Japan $1,031
$1,068
$1,012
India
$1,289
$940
South Africa
$1,164
$927
Germany
$1,082
$904
France $957
$869
Sweden $1,010
$848
US $970
$847
UK $960
How important are the following features when determining what products to purchase in the below categories?
PC Tablet TV Smartphone
Security solution against hackers, identity theft, etc. 71% 66% 41% 65%
Operating system (e.g., iOS, Android, Windows) 63% 57% 28% 54%
Easy (”Plug and play”-type) setup to connect 55% 53% 50% 50%
with my other devices
Newest technology to reduce power consumption 53% 52% 58% 49%
(e.g., OLED)
Ability to use favorite social networking application 46% 45% 19% 43%
Range of available applications (apps) for download 42% 49% 22% 49%
Ability to use your preferred payment solutions 41% 37% 25% 34%
(e.g., PayPal)
Ability to use your preferred streaming music service 31% 30% 23% 31%
Ability to synchronize content with your in-car system 30% 34% 21% 36%
Have stopped using Do not use or plan to use Plan to use in the next 12 months Currently use
Sample base: Total sample, excluding UK, for full comparison (10,099)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report