2012 Consumer Tech Report - Accenture - Janvier 2012


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The data is in and the findings are clear: The movement
to mobility is at full throttle. Smartphones and tablets
are the “power players” in technology growth rates,
helping consumers use their virtual network to access
a growing portfolio of content, services and apps. In
fact, four of the five most common weekly activities
performed on consumer electronic devices are networkbased
and almost two-thirds of consumers are now
downloading apps.

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2012 Consumer Tech Report - Accenture - Janvier 2012

  1. 1. Always On, Always ConnectedFinding Growth Opportunities inan Era of Hypermobile ConsumersThe 2012 Accenture Consumer ElectronicsProducts and Services Usage ReportEnter w
  2. 2. Table of ContentsIntroduction 3Smart and Mobile 5The Consumer Cloud Uplift 9Ubiquitous “App-etite” 11Where in the World? Globalization andthe Ongoing Shift in Purchasing Patterns 12Multichannel Purchasing is Preferred 14Taking Action on the Trends 15Conclusion 15Appendix: Additional Charts of Interest 162012 Consumer Electronics Report | 2 Retweet Table of Contents Previous Next
  3. 3. The data is in and the findings are clear: The movementto mobility is at full throttle. Smartphones and tabletsare the “power players” in technology growth rates,helping consumers use their virtual network to accessa growing portfolio of content, services and apps. Infact, four of the five most common weekly activitiesperformed on consumer electronic devices are network-based and almost two-thirds of consumers are nowdownloading apps.For five consecutive years, Accenture’s • Smart and mobile: Consumers are • Multichannel purchasing is preferred:Electronics & High Tech industry group reaching a state of “hypermobility,” While consumer electronics retailershas studied preferences for consumer rapidly adopting mobile technologies remain the dominant choice for devicetechnologies and services. This annual and downloading apps that keep purchases, other channels (namelyresearch is intended to help consumer them connected anywhere, anytime. other retailers and online) have madetechnology executives better understand As a result, TV viewing and purchase significant inroads in the past five years.the purchase patterns and use of consumer intentions are declining.technologies and to gain deeper insights On the following pages, we explore theseinto global differences. • The consumer cloud uplift: Consumers findings in more detail and discuss the are increasingly reaching into the implications they have for companiesOur 2012 study, which is based on network and modifying their behaviors as looking to capitalize on the emerginga September 2011 survey of more they rely on cloud services. opportunities in this era of the always on,than 10,000 consumers across 10 always connected consumer.countries (Figure 1), shows consumers • Ubiquitous “app-etite”: Consumers’enthusiastically making their networked use of electronics is more and morelives more robust: connecting in more dependent on the exploding number ofthan one way and on multiple devices, apps now within their reach.consuming more content, and doing it all • Where in the world? Globalizationon the go. Specifically, our research has and shifting purchase patterns:identified five trends for manufacturers and Emerging markets lead the growth ofservice providers to consider as consumers many consumer technologies, but thesestrive to be “always on, always connected”: markets are not uniform in consumers’ device purchase and use.2012 Consumer Electronics Report | 3 Retweet Table of Contents Previous Next
  4. 4. Figure 1: Survey Demographics Note: Our research is statistically representative of the general population in every country except in Brazil, China, India, Russia and South Africa, where the sample Gender is representative of the urban populations. 50% 50% Male Female Age 21% 16% 18-24 years 25-34 years 23% 35-44 years 19% 45-54 years 21% > 55 years Country Brazil China 10% 10% France 10% 10% Germany 10% India 10% Japan 10% 10% Russia 10% 10% South Africa Sweden United States2012 Consumer Electronics Report | 4 Retweet Table of Contents Previous Next
  5. 5. Smart and MobileConsumers are adopting mobile technology At the same time, smartphone and tabletso rapidly that the mobility trend is in PC ownership are rising steeply. In fact,hyperdrive. While consumers still have in the past 12 months, the percentage-strong ownership and usage of desktop or point increase in smartphone and tabletlaptop computers (90 percent own them), PC purchases almost equals the purchasepurchase intentions for computers are decrease of computers and mobile featureslowly declining. phones (Figure 2).Figure 2: Consumer Electronics Purchased in the Last 12 MonthsWhich of these consumer electronics have you purchased in the last 12 months?More or equal purchases 2011 vs. 2010SmartphoneGPSHealth and fitness deviceTablet PCBlu-ray playerDVReBook readerPortable gaming device 2011Regular TV 20103-D TV 0% 5% 10% 15% 20% 25% 30% 35%Fewer purchases 2011 vs. 2010ComputerHigh-definition TVDigital photo cameraMobile phoneGame consoleNetbookPortable music player 2011Digital video camera 2010DVD player 0% 5% 10% 15% 20% 25% 30% 35%2012 Consumer Electronics Report | 5 Retweet Table of Contents Previous Next
  6. 6. Smartphone and Tablet While tablet computers are still in their Younger consumers (those 35 years of infancy, ownership of these devices grew age or younger) are leading the adoptionComputer Ownership and by 50 percent last year (from 8 percent of of new technologies. Product categoriesPurchase Plans Growing consumers owning them to 12 percent). most recently introduced to the market,Exponentially Tablet computers are also the hot prospect such as smartphones and tablets, are for sales in the coming months. Intentions to a higher extent owned by youngerAs a growing number of consumers to purchase tablets in the next 12 months consumers (Figure 5). Furthermore, youngerreplace mobile feature phones with more have doubled from last year—the largest consumers are more ambitious in theirsophisticated Internet-connected options, relative gain among the 19 technologies purchase intentions: A greater percentagesmartphone ownership has increased surveyed (Figure 4). Interestingly, as of younger than older consumers intendsignificantly. In fact, smartphones have consumers buy highly mobile tablets, they to purchase products in each of the 19quickly moved from being “new” to increasingly view their laptop PC as a more consumer electronics categories in the next“mainstream” as the phone of choice. More stationary device. Fifty-eight percent of 12 months. Finally, younger consumers arethan half of consumers we surveyed now those owning or planning to buy a tablet more active on the consumer electronicsown a smartphone—up 25 points in the said they were motivated to purchase a they own. When asked “Which of thepast 12 months, or a growth rate of 89 tablet computer because it’s more mobile following do you do in a typical week onpercent over the previous year (Figure 3). than a laptop. (See sidebar, “Learning from your consumer electronics devices?” thoseOne-third of consumers purchased a the Early Adopters.”) 35 or younger lead the older generation insmartphone in 2011, an increase of 15 any activity except more traditional onespoints in comparison with the previous year. such as emailing from a PC or mobile device.Figure 3: Consumer Electronics Currently OwnedWhich of the following consumer electronics do you currently own? Year-on-year comparison, % pointsComputer -3%Digital photo camera -1%DVD player -7%Mobile phone -20%High-definition TV 4%Smartphone 25%Regular TV -7%Portable music player 0%Game console 0%GPS 4%Health and fitness device 1%Digital video camera -2%DVR 2%Portable gaming device -2%Netbook 0%Blu-ray player 3%Tablet PC 4%eBook reader 1%3-D TV 2% 0% 20% 40% 60% 80% 100%Which of the following consumer electronics do you plan to purchase in the next 12 months? Year-on-year2012 Consumer Electronics 2011 | 6 Report Retweet Table of Contents comparison, % points Previous NextSmartphone 3%
  7. 7. Figure 4: Plans to Purchase Consumer Electronics in the Next 12 Months Which of the following consumer electronics do you plan to purchase in the next 12 months? Year-on-year 2011 comparison, % points Smartphone 3% High-definition TV -5% Computer -1% Tablet PC 8% 3-D TV 1% Blu-ray player 0% Digital photo camera 0% Netbook -1% GPS -1% Digital video camera -1% eBook reader 1% Game console 1% Health and fitness device 1% Mobile phone -8% Portable music player 1% DVR 1% Portable gaming device 1% DVD player 0% Regular TV 0% None of these 5% 0% 5% 10% 15% 20% 25% 30% Figure 5: Differences in Consumer Electronics Ownership by Age Which of the following consumer electronics do you currently own? Differences: 18-34 consumers own more Differences: 35-55+ consumers own more devices when compared to 35-55+ consumers devices when compared to 18-34 consumers80% 80% 77% 18-34 years 72% 35-55+ years70% 64% 70% 63%60% 60% 52% 53%50% 47% 50% 46% 45% 41%40% 40% 32% 31% 28%30% 25% 30% 24%20% 17% 20%10% 10%0% 0% Smartphone Portable Game console Portable Digital Mobile phone Regular TV Health and fitness music player gaming device photo camera device Note: Differences shown are on items where there is the largest gap between age groups. 2012 Consumer Electronics Report | 7 Retweet Table of Contents Previous Next
  8. 8. TV Viewing and Purchase fell to 32 percent this year, down from 35 (CRT) TVs, digital cameras and computers percent in 2010. For high-definition TVs have the largest negative power rankings,Intent Declining specifically, 20 percent of consumers plan representing the greatest decline inAs consumers can consume entertainment to make such a purchase in the next 12 anticipated purchasing relative to theirvia more devices, apps and cloud services, months, down from 25 percent forecasting purchases last year.their television use and purchase intent are they would purchase one last year. Interestingly, the smartphone powerdeclining. In countries where a year-to-yearcomparison can be made from our research Power Rankings Confirm the ranking has flipped from positive in 2011 to negative in 2012. Purchase intentions fordata (United States, France, Japan, China, Hypermobility Trend smartphones continue to be very strong,India), our survey found the percentage of Accenture’s Consumer Electronics Power especially among younger consumers, butconsumers watching broadcast or cable TV Rankings compare purchase intent in at a slightly declining rate relative to theshows, movies or videos on TV, in a typical the next 12 months to purchase history surge in purchases last year. The flattenedweek, plummeted from 71 percent in 2009 and, in so doing, provide a high-level power ranking reflects the realities thatto 48 percent in 2011. Consumers are indication of relative growth trends among more than 50 percent of consumers nowusing multiple devices for entertainment, consumer technologies. This year, the own the device and that it is movingincluding to watch shows and videos. In a power ranking leaders are 3-D TVs, tablet toward mass adoption in many regions oftypical week, 33 percent of consumers now computers and eBook readers (Figure 6). the world.watch shows, movies or videos on theirPCs, and 10 percent are watching such These technologies are forecasted to have Country variations are also evident andprograms on their smartphones. the highest growth in purchases in the in some cases significant: For example, next 12 months relative to their purchase despite a very high global power rankingThese trends are reflected in consumers’ rate last year. While 3-D TVs have the (125 percent) for tablet computers, Brazil’spurchase intentions for TVs. The percentage lowest ownership of all 19 technologies, power ranking is almost three timesof survey respondents intending to consumers’ purchase expectations are higher (at 317 percent), representing theirpurchase any kind of TV (regular, high- driving the positive power trend. Mobile optimism about future tablet purchases.definition, or 3-D) in the next 12 months feature phones, DVD players, regularFigure 6: Consumer Electronics Power Rankings 2011 Rank1 Product 2011 Power Trend2 2010 Rank 2010 Power Trend 1 Computer -35% 1 -39% 2 Digital photo camera -38% 3 -45% 3 DVD player -46% 4 -57% 4 Mobile phone -60% 2 -56% 5 High-definition TV -6% 6 9% 6 Smartphone -19% 10 26% 7 Regular TV -42% 5 -50% 8 Portable music player -13% 7 -37% 9 Game console 3% 8 -25% 10 GPS -8% 11 11% 11 Health and fitness device -3% NA NA 12 Digital video camera 72% 12 50% 13 DVR 36% 14 0% 14 Portable gaming device 0% 13 -25% 15 Netbook 29% 15 22% 16 Blu-ray player 72% 16 120% 1 Ranked by ownership, 1=highest 17 Tablet PC 125% 17 160% 2 Power trend calculated as (% 18 eBook reader 102% 18 133% intending to purchase next year - % purchased last year) / % 19 3-D TV 321% 19 500% purchased last year2012 Consumer Electronics Report | 8 Retweet Table of Contents Previous Next
  9. 9. The Consumer Cloud UpliftConsumers increasingly are reaching into Figure 7: Use of Online Servicesthe network for services and content. In fact,only 12 percent of respondents reported Which of the following online services do you use?that they don’t use any online services.The online mailbox is by far the mostcommon online or cloud service that Online mailbox serviceconsumers use. Online games are ahead ofmovie streaming, photo and video storage, Online gamesand music streaming in usage (Figure 7).However, there are significant differencesby country. For example, Brazil, Sweden and Movies/shows streamingSouth Africa use online mailbox servicesmore than other countries do, whereasChina, the United States and Russia are Online photos/video storagemore likely to use online games.As consumers experience the cloud, a Music streamingmajority (56 percent) are changing thechoices they make and how they behave.The most frequently cited change was Online data backup/storagerelated to entertainment, with 32 percentciting they had stopped or almost stopped 18-34 yearsrenting or buying DVDs. Online document creation 35+ yearsAmong the younger generations, an evengreater proportion of consumers (67 Online calendar Globalpercent) have changed their behavior dueto their use of cloud services. Thirty-eightpercent of younger consumers have stopped None of theseor almost stopped renting or buying DVDs,and 16 percent said they had terminated 0% 10% 20% 30% 40% 50% 60% 70% 80%or were considering terminating TVsubscription services. This is consistent withour finding that younger generations areusing more entertainment services in thecloud than their older counterparts.2012 Consumer Electronics Report | 9 Retweet Table of Contents Previous Next
  10. 10. Learning from the Early Adopters:Tablet Computer PurchasersA deeper analysis of the interests and behaviors of consumers owning or intending to own atablet computer within the next 12 months (whom we refer to as tablet purchasers) showsthey have a voracious appetite for the use of all forms of technology and applications.As a consumer group, tablet purchasers are More specifically, they:leading spenders on consumer electronics.They have spent more on consumer • Conduct a wider range of activities on the As they attempt to fulfill their “app-electronics in the past 12 months than electronic devices they own, especially etite,” tablet purchasers are not loyal totheir non-tablet-owning peers, and they tweeting/microblogging, downloading any one source for downloads. A higherare planning to spend more on consumer apps, emailing from their mobile devices proportion of tablet purchasers downloadelectronics devices in the next 12 months. and reading electronic books. apps from all sources, including deviceIt’s no wonder, then, that tablet purchasers manufacturers, software providers’ app • Utilize more cloud-enabled online stores, websites and wireless provider/are more likely to use numerous devices, services, more specifically streaming telecom companies’ app stores.including smartphones, high-definition TVs, movies and TV shows, data backup/netbooks, 3-D TVs and eBook readers. storage or online document creation. In summary, our data shows tablet ownersTablet purchasers are also heavy users of to be significant spenders on consumer • More frequently download apps and electronics of all kinds and aggressivethe technologies they own. They are more currently use a wider variety of users of a variety of apps from a varietylikely to do a large variety of technology- apps, especially those involving of sources. This group could presentbased activities, download more apps and leisure activities, fitness and health, significant opportunity for targetedutilize more cloud services than those who or traveling. marketing and cross-sell/up-sell initiatives.are not tablet purchasers.2012 Consumer Electronics Report | 10 Retweet Table of Contents Previous Next
  11. 11. Ubiquitous Figure 8: Types of Apps Used Are you using any of the following types of apps?“App-etite” Currently use:With the quest for mobility comes thequest for apps. Increasing adoption of Informationsmartphones and tablets is causing rapiduptake in mobile media consumption, and Networking64 percent of consumers now downloadapps. Among this group, 49 percent have Entertainmentdownloaded apps at least once a week inthe past 12 months. Younger consumers Navigationare downloading more apps than olderconsumers and do so more frequently. Use of apps in at Financials least one categoryFifty-five percent of younger consumershave downloaded apps at least once a 94% Work related 93%week in the past 12 months, comparedwith 44 percent of older consumers. ShoppingInformation apps (such as news, sports orweather) are the most mature app category Travelingamong consumers who have downloadedapps, followed by networking (social/ Personal organizationprofessional networks) and entertainment(such as music, single or group games, 18-34 years Educationor videos) (Figure 8). Younger consumersare more likely to use networking and 35+ years Leisure activitiesentertainment apps, while older consumers Global Sample base: Respondentslean toward financial apps and apps for Fitness and health who downloaded appstraveling. Regardless of age, the majorityof consumers (73 percent) who download 0% 10% 20% 30% 40% 50% 60% 70% 80%apps typically download those that are free.Manufacturers’ and device softwareproviders’ app stores are the preferred Figure 9: Where Consumers Download Appsdownload locations (Figure 9), with farfewer consumers currently downloading Where do you usually go to download apps?apps from their wireless provider ortelecom company. Device manufacturers app store (Apple, Samsung, etc.) Device software providers app store Im using and downloading apps, but I am not exactly sure from which source The website of the company providing an app related to their other products or services (e.g., shopping mall, transport company) My wireless provider/telecom companys app store Other independent app store (e.g., GetJar) All of the above I do not download apps 0% 5% 10% 15% 20% 25% 30% 35% 40%2012 Consumer Electronics Report | 11 Retweet Table of Contents Previous Next
  12. 12. Where in the World?Globalization and the Ongoing Shift in Purchasing PatternsEmerging markets in aggregate show a Along with greater ownership of the latestcontinued thirst for the latest technologies, consumer electronics, younger consumersas they lead the growth in ownership and in every country but China spent a greaterpurchase intent for many newer types percentage of their income on consumerof devices. With the exception of India, electronics in the past 12 months thanconsumers in urban areas of emerging did their older counterparts. In Southmarkets have spent a greater percentage Africa, for example, younger consumersof their annual income on consumer spent 2.8 percent of income on consumerelectronics devices in the past 12 months electronics purchases compared with olderthan have those in mature markets (Figure consumers, who spent 2.3 percent.10). Chinese urban consumers, alreadyallocating the largest share of their incometoward consumer technology, plan toslightly increase this share again in thecoming year.Figure 10: Spending on Consumer ElectronicsIn the past 12 months, approximately how much have you spent on purchasing consumer electronics, suchas the ones listed previously?Average spend vs. average annual income in the past 12 months: Share of average Average Spend (USD): Average Income (USD): annual income spent:Japan 1,056 79,226 1.3%United States 998 54,134 1.8%Sweden 1,011 52,336 1.9%Germany 1,005 49,420 2.0%France 941 47,398 2.0%India 867 46,309 1.9%South Africa 940 36,681 2.6%Brazil 1,135 29,694 3.8%China 1,291 28,977 4.5%Russia 1,006 27,752 3.6% 0051 0021 009 006 003 0 0 10000 20000 30000 40000 50000 60000 70000 80000Sample base: Respondents who purchased electronic devices2012 Consumer Electronics Report | 12 Retweet Table of Contents Previous Next
  13. 13. So what newer electronics are driving to a laptop) and its status as the latest for the 2010 FIFA World Cup soccer increased spending within emerging innovation in consumer electronics as tournament and still ongoing. Even for markets? Different preferences exist reasons for their purchase. Perhaps most TVs, Internet connectivity is a driver of across countries. interesting, consumers in emerging purchase plans. In Brazil, Russia, China countries are using tablet computers and India, more than 30 percent of • Smartphones: More urban consumers in much more often for professional use— consumers reported that connectivity is South Africa have smartphones than any in several cases three times as much a reason for buying a new TV. other country. For instance, 75 percent of as mature countries. In Brazil, South urban South Africans own smartphones, Africa and India, in particular, tablets are Once they own devices, consumers in compared with 20 percent of consumers used extensively for both personal and emerging markets also use their devices in Japan. While demand for smartphones professional reasons (Figure 11). extensively. A higher proportion of is certainly strong in South Africa, Russia consumers in emerging markets (such as had the greatest growth in ownership • High-definition and 3-D TVs: Japan China, Russia and South Africa) than in year-over-year, reporting 34 percent has the highest ownership percentage mature markets (such as Germany and growth in those who own smartphones for high-definition TVs, but India had Japan) are conducting activities weekly since 2010. the greatest year-over-year percentage on their devices. To do these activities, increase in ownership of these devices. emerging-market consumers are much • Tablet computers: Tablets for personal Russia had the greatest share of its more often downloading free apps than and professional use are important population owning a 3-D TV, as well as paid apps. And they are taking advantage across all urban emerging markets. China the most increase in ownership year- of online services more often than their has the greatest ownership percentage over-year. Interestingly, 3-D TVs appear mature-market counterparts. Urban (27 percent), while Brazil, China and to be most important in South Africa. consumers in China, India and Brazil are India have the greatest purchase That country has, by far, the highest the largest users of online services (from intentions for tablets in the next 12 power ranking for 3-D TVs at 855 online mailboxes to online data storage, months, citing its portability (relative percent—perhaps influenced by a massive photos/video storage and document 3-D TV advertising campaign initiated creation), with Russia and South Africa close behind. Figure 11: Use of Tablets Personally and Professionally20% Do you use/consider using your tablet computer for personal or professional usage or both?00% 94% 76% 72% 68% 67% 61% 54% 47% 37% 35% 33%80% 6%60% 6% 5% 8% 5%40% 6% 4% 3% 2%20% 3% 1% 21% 26% 28% 30% 33% 41% 45% 57% 60% 61%0% 5% Japan Germany China Sweden France United Average Russia India South Africa Brazil States Sample base: Respondents owning or planning to purchase a tablet PC in the next 12 months Mainly personal Mainly professional Both 2012 Consumer Electronics Report | 13 Retweet Table of Contents Previous Next
  14. 14. Multichannel Purchasing Is Preferred While consumer electronics retailers remain their purchases. The preference for the While the desire to test and touch products the dominant choice for purchasing new physical store does not vary by age group, remains a strong influence on where devices, other channels (namely other retail suggesting younger consumers have the consumers purchase new technologies, stores and online) have made significant same need to touch, feel and test products a multichannel experience ultimately inroads in the past five years. Fifty-six as older generations do. drives greater sales success. Numerous percent of consumers made purchases studies have shown that even if consumers only in a physical retail channel last year, Nonetheless, other channels (namely other ultimately buy products in a store, many compared with 20 percent who purchased retail stores and online channels) have research products online prior to making only from an online channel (24 percent made significant inroads. Twenty-four their in-store purchases. bought from both). percent bought at other retailers such as department stores and discounters, while Just over half (51 percent) of consumers 23 percent bought from a manufacturer’s making purchases last year, did so at a branded store and 18 percent made consumer electronics retailer’s store. The purchases at a telecommunication service consumer electronics retail store is highly provider’s store. Consumer electronics favored for purchases in Russia, Japan retailers’ investments in their Web presence and China (Figure 12)—in these countries, are also bearing fruit. Eighteen percent of more than 60 percent of those making consumers purchased from an eCommerce purchases chose electronics retailers for pure-play, while 14 percent purchased from the website of a brick-and-mortar consumer electronics retailer. Figure 12: Purchase Made at Consumer Electronics Retailer In the last 12 months, where did you make your consumer electronics purchases?80% Purchases made at a physical store: Physical store – consumer electronics retailer (i.e., specialized electronics store that carries many brands)70% 65% 63% 61%60% 55% 53% 51% 48% 47%50% 43% 38%40% 36%30%20%10% 0% Russia Japan China Sweden Brazil Average South India United France Germany Africa States 2012 Consumer Electronics Report | 14 Retweet Table of Contents Previous Next
  15. 15. Taking Action on the TrendsThe data in this survey paints a picture of values are fragmented due to demographics strategies. But one thing is clear: Consumersconsumers around the world striving to get (especially age and geography), social have come to expect everything to beand stay connected wherever they are via factors and more. Thus, companies must be “appified” and will increasingly seek newmobile technologies, abundant app choices careful to target unique customer segments apps to help organize and manage theirand a growing set of service alternatives based on their behavior and preferences Internet access and mobile experience.from the cloud. The era of hypermobility and not as a single “emerging market.”has numerous implications for consumer Furthermore, almost half of tablet ownerselectronics companies as they work to With consumers highly valuing increased globally are using tablets to some extentcapture the greatest share of wallet among mobility, the cloud is an important for professional use. This is despite thetheir target customers. component of manufacturers’ portfolios fact that large corporations are struggling of content, applications and more. with issues of security, integration intoFor instance, the younger consumer is As consumers switch to cloud-based existing IT environments, user support andeager to spend, especially on newer and services, manufacturers should consider more. As consumers increasingly use tabletmobile technologies, and particularly in adding entertainment services to their computers in the workplace, enterprise appemerging markets. But our research also portfolio to capitalize on the high use development for smartphone and tabletsshows that while older consumers plan and growth opportunity this category will become a bigger necessity, not toto buy fewer devices, they will spend in represents. Furthermore, they should make mention a new source of potential revenue.aggregate almost as much money next it easy for consumers to switch betweenyear as younger consumers—forming devices (such as having a common Finally, profitable product portfoliospotentially highly profitable segments for user interface) as consumers become will have a focus on devices that meetproviders to target. increasingly device-agnostic in their daily consumers’ preference for mobility, from technology-based activities. smartphones to tablets, while extendingAdditionally, while emerging markets other categories such as the PC withlead the growth of many consumer The mobile apps market likely will develop new form factors (e.g., ultrabooks) andtechnologies, these markets are not in different ways in various regions based televisions with “connected” experiences.uniform in consumers’ device purchase on factors such as smartphone penetration,and use. The consumer base and buyer smartphone platforms and operatorConclusionIn the past five years, Accenture’s Consumer Electronics Study has confirmed consumers’ loveaffair with electronic devices. And as innovations in such technology continue, it doesn’t appearthat this affection will fade anytime soon. In fact, with mobility now the latest consumertechnology darling, providers of related devices and content enjoy a booming market that showsno signs of slowing, at least in the foreseeable future.In fact, as consumers connect in multiple ways across multiple devices, and consume morecontent via cloud services and ubiquitous apps, consumer electronics providers are challengedto keep pace. Leading providers will need to combine continual innovations in products, cloudservices and application offerings with sophisticated targeting of profitable consumer segmentsto win the hearts and wallets of today’s hypermobile consumers.2012 Consumer Electronics Report | 15 Retweet Table of Contents Previous Next
  16. 16. Appendix:Additional Charts of Interest2012 Consumer Electronics Report | 16 Retweet Table of Contents Previous Next
  17. 17. Figure A: Consumer Electronics Used Most OftenWhich of the following consumer electronics do you currently own?Of the consumer electronics you currently own, please rank the top 5 that you use most often. Ranking from 1 to 5Computer 86% 90%Digital photo camera 51% 75%Smartphone 50% 53%High-definition TV 49% 54%Mobile phone 49% 58%Regular TV 37% 50%DVD player 26% 58%Portable music player 18% 38%Game console 15% 33%GPS 14% 32%Netbook 11% 19%DVR 10% 23%Health and fitness device 10% 28%Tablet PC 8% 12% Top-5 most-used devicesBlu-ray player 7% 15%Digital video camera 6% 24% Total ownershipPortable gaming device 6% 20%eBook reader 3% 8%3-D TV 3% 5% 0% 20%Figure B: Country-Specific Purchase Plans for Selected Devices 40% 60% 80% 100%Which of the following consumer electronics do you plan to purchase in the next 12 months? Smartphones Computers Tablet Computers Netbooks Brazil 33% 16% 30% 22% 33% 17% 31% 20% China 43% 22% 26% 15% 37% 19% 26% 12% India 38% 20% 24% 14% 35% 18% 20% 11%South Africa 34% 23% 23% 7% 30% 21% 18% 9% Russia 27% 22% 23% 22% 28% 17% 16% 15%United States 35% 19% 22% 10% 18% 13% 12% 4% France 30% 17% 13% 7% 19% 13% 10% 5% Germany 25% 15% 11% 6% 16% 11% 7% 4% Sweden 25% 21% 8% 5% 19% 14% 5% 4% 18-34 years Japan 20% 11% 4% 5% 13% 10% 3% 3% 35+ yearsSample base: Total sample2012 Consumer Electronics Report | 17 Retweet Table of Contents Previous Next
  18. 18. Figure C: Motivations for Purchasing a Tablet ComputerWhat main reasons have motivated/are motivating your choice to purchase a tablet computer?Is more portable than a laptop 58%Is the latest innovation in consumer electronics devices 34%Is more functional than a mobile phone 32%Provides an additional computing device in the home 28%at a lower cost than a desktop or laptopIs replacing your current desktop or laptop 24%Is quicker to start than a desktop or laptop 18%Is easy to use for the whole family 16%Is more fun to use than a desktop/laptop 15%Is less expensive than a desktop/laptop 9%Enables you to use more apps than a desktop/laptop 9%Is considered as trendy by your family and friends 7%Is replacing a netbook 7%Is replacing an e-reader 6% 0 10Sample base: Respondents owning or planning to purchase a tablet PC in the next 12 months 20 30 40 50 60Figure D: Consumer Electronics Purchase LocationsIn the last 12 months, where did you make your consumer electronics purchases? Physical store – consumer electronics retailer 51% (i.e., specialized electronics store that carries many brands) Physical store – manufacturers branded store 23%Purchase (e.g., Apple store, Sony store, Nokia store)made at a Physical store – communications service provider storephysical store (e.g., AT&T, British Telecom) 18% Physical store – other (e.g., supermarket, department store, general merchandise store such as Wal-Mart or 24% Costco, home improvement store such as Home Depot) Online – eCommerce website (e.g., Amazon, eBay, overstock.com) 18% Online – consumer electronics retailer website (e.g., bestbuy.com) 14%Purchasemade online Online – manufacturers website (e.g., apple.com) 9% Online – communication service provider website (e.g., verizon.com) 6% Online - other retailer website (e.g., walmart.com) 8% 0 10 20 30 40 50 602012 Consumer Electronics Report | 18 Retweet Table of Contents Previous Next
  19. 19. Figure E: Frequency of Conducting Activities on Consumer ElectronicsPlease indicate approximately how frequently you conduct each of the following activities in a typical week?Searching for/reading general news and information on the Internet 31% 53% 84%Working from home 28% 50% 78%Emailing from my PC 21% 56% 77%Watching broadcast or cable shows/movies/videos on TV 31% 43% 74%Texting/SMS/MMS 15% 59% 73%Connecting with people/playing games on social networking sites 26% 46% 72%Listening to music 23% 45% 68%Tweeting/microblogging 25% 39% 65%Emailing from my mobile device 18% 44% 62%Participating in communities of interest on the Internet 29% 30% 59%Playing games 27% 29% 56%Reading electronic books 23% 21% 43%Watching streaming video on my TV 21% 19% 40%Watching shows/movies/videos on my PC 22% 17% 39%Watching shows/movies/videos on my smartphone 17% 21% 38%Educational activities 19% 15% 34%Managing my health or that of family members 16% 13% 29%Online banking 17% 7% 24%Paying in a store for a good or service with my electronic device 10% 10% 20% 9% 10% 19% Once per dayDownloading and using new apps on my smartphone or tablet computer Several times a dayManaging personal digital photos and videos 10% 9% 19%Using maps and global positioning; getting directions 9% 9% 18%Online shopping/eCommerce 6% 5% 11% 0 20 40 60 80 1002012 Consumer Electronics Report | 19 Retweet Table of Contents Previous Next
  20. 20. Figure F: Use of Selected Apps by CountryAre you using any of the following types of apps?Apps currently used: Country comparison on Top 5 apps Information Networking Entertainment Navigation FinancialsUnited States 75% 57% 58% 58% 41%Japan 64% 27% 42% 56% 41%Germany 69% 44% 43% 53% 26%France 74% 39% 50% 60% 45%Sweden 70% 55% 55% 62% 44%Average 69% 58% 56% 54% 47%Brazil 64% 70% 61% 52% 40%Russia 70% 57% 47% 57% 48%India 63% 61% 64% 36% 43%China 78% 68% 73% 58% 66%South Africa 68% 76% 55% 59% 55% 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80Sample base: Respondents who download appsSample base: Respondents who download appsFigure G: Behavior Changes Resulting from Using Online ServicesHas your use of these online services changed your behavior in any of the following ways?Stopped/almost stopped 38% 18-34 yearsrenting or buying DVDs 27% 35+ yearsShare more personal content 29%with your family/friends 23%Access your personal content 26%from more locations than before 17%Access your personal content 24%from more devices than before 14%Stopped/almost stopped downloading 18%music to your devices 12%Stopped/almost stopped downloading 17%movies to your devices 12%Terminated/considered terminating 16%regular cable TV subscription 9%Stopped/almost stopped using 9%productivity applications on my PC 6%No change in behavior 33% 51%Sample base: Respondents who use online services 0 10 20 30 40 50 602012 Consumer Electronics Report | 20 Retweet Table of Contents Previous Next
  21. 21. Accenture is a global managementconsulting, technology services andoutsourcing company, with more than244,000 people serving clients in morethan 120 countries. Combining unparalleledexperience, comprehensive capabilitiesacross all industries and business functions,and extensive research on the world’smost successful companies, Accenturecollaborates with clients to help thembecome high-performance businesses andgovernments. The company generated netrevenues of US$25.5 billion for the fiscalyear ended Aug. 31, 2011. Its home pageis www.accenture.com.Copyright © 2012 Accenture This document is produced by consultants at AccentureAll rights reserved. as general guidance. It is not intended to provide specific advice on your circumstances. If you requireAccenture, its logo, and advice or further details on any matters referred to,High Performance Delivered please contact your Accenture representative.are trademarks of Accenture.