2013 accenture-consumer-electronics-products-and-services-usage-report

It’s Anyone’s Game
in the Consumer
Electronics Playing Field
The 2013 Accenture Consumer Electronics
Products and Services Usage Report
Enter w

Table of Contents
Introduction 3

1. A Focus on Multi-Function Devices 7

2. Not Stuck on Any Single Platform 13

3. Cloud Services and Apps on the Rise 16

4. Mobile Devices Unstoppable
in the Workforce 19

The Way Forward:
The “Superstack” Imperative 20

Final Thoughts 21

Appendix: Additional Charts of Interest 22

2013 Consumer Electronics Report || 22 Tweet Table of Contents Previous Next

With strong compound annual growth, the global
consumer electronics industry remains bullish. While
younger consumers have, for years, been eager to
purchase new technologies, older age groups are
showing optimistic purchase plans for 2013 as well.
And emerging markets continue to Platform loyalty means little in their search online survey of more than 11,000
strengthen their importance as consumers for the apps and services that best meet their consumers across 11 countries (Figure 1).
in these markets remain active buyers with needs, whether in the home or on the go. This annual Accenture research is intended
strong purchase intentions for 2013. But to help consumer technology executives
underlying this growth is a competitive For six consecutive years, Accenture’s better understand the purchase patterns
environment best characterized as an open Electronics & High Tech industry practice and use of consumer technologies, gain
playing field. Consumers are homing in on has conducted research to identify and deeper insights into global differences and
a small set of multi-function devices, yet track consumer technology trends. This understand the implications for future
they continue to experiment. year’s study, conducted in September and business performance.
October of 2012, included a quantitative

2013 Consumer Electronics Report | 3 Tweet Table of Contents Previous Next

Figure 1: Survey Demographics

Gender

Male 50% 50% Female

Age 15%
18-24 Years

>55 Years
26%

21% 25-34 Years

18%
45-54 Years
20%
35-44 Years

Country UK (New in 2012) US

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


The open playing field represented by this
year’s consumer electronics purchase and use
data is underscored by four specific trends:

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.

The advent of smartphones, tablets and other mobile technologies has
created a barrage of consumer activity and device adoption, providing
consumer electronics and related companies with ample opportunity to
innovate in device form factor, apps and online services. On the following
pages, we explore Accenture’s research findings in more detail and discuss
the implications they have for companies as they navigate this open market
and work to win the hearts and wallets of consumers.


1. A Focus on Multi-Function Devices
While the total number of product Figure 2: Purchase Intentions
categories per household remains stable,
many consumers are narrowing their Which of these consumer electronics do you plan to purchase in the next 12 months?
technology interest to those devices that Multiple response.
serve multiple functions. Purchase plans
for 2013 are much more strongly focused 2012 (Planning to purchase in 2013) 50%
on four product categories than in the
previous years: smartphones, tablets, PCs
and high-definition televisions (HDTVs).
In fact, there’s a greater separation in
purchase intent between these “Big 4” and 41%
other devices than Accenture’s research has
ever shown (Figure 2). 36% Smartphone

The focus on multi-function devices also
reveals itself in ownership trends. From PC*
2011 to 2012 ownership of tablets among 33%
those we surveyed doubled. Ownership
of digital cameras, DVD players, DVRs,
portable music devices, portable game
devices, and health and fitness devices 23% HDTV**
remained flat or declined. When taking a
longer view of trends from our research
Tablet
from 2009 to 2012, ownership of devices
like smartphones, tablets and HDTVs grew
strongly as expected (Figure 3). Devices
with decreasing ownership are single-use
products, including portable music players, Digital photo camera 11% 11% GPS device
DVD players and digital photo cameras,
with functionality that is increasingly being Blu-ray DVD player 10% 10% Basic mobile phone
integrated into multi-function devices.
The contrast between ownership trends in
multi-function and single-function devices
Health and fitness device 9% 9% eBook reader
is in some cases staggering. For example,
smartphone ownership increased from Digital video camera 8%
26 percent in 2009 to 58 percent in 2012
while ownership of digital photo cameras Game console 7% 7% Digital home music system
decreased from 77 percent in 2009 to 68
percent in 2012.
6% Portable music player

Portable gaming device 4% 4% Regular TV - CRT or tube

DVR 3% 3% DVD player - not Blu-ray

* “PC” combines laptop, desktop, ultrabook and netbook.
** “HDTV” combines HDTV and 3DTV.
Sample base: Total sample (11,101)
0%


Figure 3: Ownership Trends

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)

Decreasing Ownership (below)

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%

* “HDTV” combines HDTV and 3DTV.
** “PC” combines laptop, desktop, ultrabook and netbook.
Sample base: Total sample US, Japan, Germany, France, China and India (~6,000 respondents every year)
Source: The 2010, 2011, 2012 and 2013 Accenture Consumer Electronics Products and Services Usage Report


This data implies that over time mass- Figure 4: Use of Other Devices After Owning a Tablet
market single-function devices will be
increasingly at risk. Exploring this trend we Do you use your other devices more or less after purchasing your tablet?
asked respondents about how their usage
of other devices changes upon purchasing Use more Use the same Use less
a tablet. In other words, what don’t they
use once they have the tablet? The largest 20% 11% 19% 23% 13% 25%
drop in usage of other devices among
tablet owners occurs in single-function 49% 55%
devices (Figure 4). About 40 percent of 37% 47%
tablet owners use eBook readers and 44% 51%
DVD players less often. In contrast, multi-
function devices aren’t showing this
decline. Only 24 percent of consumers
use their smartphone less as a result of
owning a tablet; an equal share increases 43% 40%
use of their smartphone. 34% 33% 32%
In our comparable year-over-year sample 24%
of six countries, device usage is also
concentrating on multi-function products
(Figure 5). The PC remains the most-used
eBook Reader DVD Player DVR PC (desktop - TV Smartphone
device, but smartphones and HDTVs tie for laptop - netbook -
Base: 900 Base: 1,800 Base: 744 Base: 2,570 Base: 2,290
second, with 55 percent of respondents ultrabook)
ranking them among the five most-used Base: 2,584
devices. While some consumers may not Sample base: Device owners
consider the TV to be a multi-function Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
device, those with an HDTV are increasingly
using it that way. More than two-thirds of
HDTV owners with Internet access have used
their TV for Internet browsing, and more
than one-third do it regularly (Figure 6).

Figure 5: Most Frequently Used Devices
Of the consumer electronics devices you currently own, please rank the top five that you use most often.
Top five products used in 2012 and percentage point change from 2010 to 2012.

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


Figure 6: How HDTV Is Used
Please indicate how you use your Internet-connected HDTV for the following activities.

36% 24% 20% 17% Use it on a regular basis (weekly or more)

Use it occasionally

Have tried it once or twice

Have never tried it
21%
25%
Sample base: 3,430 (Owners of HDTV
30% with Internet connectivity)
Source: The 2013 Accenture Consumer
Electronics Products and Services Usage Report

19%
13%

15%

49%
14% 15%

40%

31% 31%

General web View personal Access apps Access streaming
browsing content such as services like Netflix
photos and Spotify

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.


Figure 7: Device Usage

What device do you use for your activities? Multiple response.
Device usage on the top 10 most popular activities.

92% PC (Desktop - laptop -
Emailing 38% netbook - ultrabook)
14%
2% Mobile phone -
smartphone
88%
Tablet computer
Searching for/reading general news 35%
and information on the Internet 14%
14% TV

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%

Sample base: Respondents conducting the activity


Figure 8: Activities Conducted on Mobile Devices

Do you do any of the following over your mobile device (phone or tablet)?

45%

24% Yes

No, but planning to
35%
34%
13% 12% 30%
29%
8% 10%

22% 22% 21%
21% 20%

Make payments Control home Monitor - Monitor - Transfer health
in stores audio/video control home control heating/ data (test
systems locking systems air-conditioning results) to a
systems remote location

Sample base: Respondents owning a smartphone or a tablet (7,080)


2. Not Stuck on Any Single Platform
Most consumers are aware of the name of Yet, our data shows that platform users are strong users by coincidence: They say they
the operating system (OS) they have on their not as loyal as the “platform war” stories don’t have a preferred OS or don’t care
devices, especially on their smartphones in the media indicate. While the majority what operating system they have.
(Figure 9). It is also clear that to most are aware of the OS they have on devices,
consumers, operating system is an important less than half of consumers think it’s very Furthermore, strong users offer more
feature. When buying a new device, important to stay within one operating reasons than the overall consumer sample
consumers prioritize price, device features system for their devices (Figure 10). To as to why they would buy devices on other
such as screen size and resolution, and investigate this trend further, we analyzed platforms (Figure 11). About one-third of
now, more frequently, security. However, the responses of a segment of respondents strong users indicate they would switch to
100% 98% 98%
operating system is also among the top five we labeled “strong users” of a single another OS to see what else is out there in
95%
93% the 89%
market, to find a better user experience
selection criteria for PCs and tablets. While platform, defined as those owning at least
touch screen and look and feel rank higher two devices that use the same operating or to get access to more innovative services
in importance than operating system for system (see page 14: “Strong User and applications. Continued curiosity and
smartphones, OS is within the top seven Methodology”). Among the strong users of the drive for innovative services and user
selection criteria for these devices as well. a single platform, only half think it’s very experiences appear to be more compelling
(See Appendix Figure D.) important to stay within one operating than loyalty to any particular platform
system for their devices. In fact, about in the market today—creating more
one-fifth of this group actually seems to be opportunity for market players.

Figure 9: Consumer Awareness of Operating Systems

Percentage of consumers surveyed that know the operating system of their devices:

100% 98% 98%
95% Smartphone Netbook
93%
89%
Tablet Laptop computer

Ultrabook Desktop computer

Sample base: Device owners (10,818)
Source: The 2013 Accenture Consumer
Electronics Products and Services Usage Report

Smartphone Netbook

Tablet Laptop computer

Ultrabook Desktop computer


Figure 10: Importance of Staying Within One Operating System

How important is it for you to have all or almost all your devices using the same operating system?

Total sample Strong users

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%

Sample base: Total sample (11,101) Strong users (1,388)

“Strong User” Methodology
To investigate the extent to which consumers have settled for a “Strong users” are defined as consumers owning:
single operating system for their devices, and how the views of
consumers who have done that differ from the rest, we created • At least two devices with the same operating system, either
a segment of respondents we labeled “strong users” of a single iOS (Apple), Android (Google-owned, used on multiple device
platform. The following question was used to identify strong users brands) or Windows (Microsoft-owned, used on multiple device
of a specific operating system: Which operating system(s) do you brands)
have on the following devices (smartphone, tablet, ultrabook, • No more than one device using another operating system
netbook, laptop, desktop)?
Consumers owning desktops, laptops or netbooks with Windows
have been excluded from the analysis due to the predominance of
Windows PCs in the market. Strong users account for 13 percent
of the total sample.


Figure 11: Reasons for Switching to Another Operating System

Complete the sentence with all that apply in the list:
“Most of my mobile and computing devices use the same operating system. When buying
a new device I might consider getting one with a different operating system because...”

Total sample Strong users

24%
I want to see what else is out there on the market
31%

I think I could have a better user experience with 23%
another operating system 31%

I think I could get access to more innovative 23%
services and applications 32%

I think another operating system would 16% 66%
mean less hassle 21% 79%

15%
I believe I could get a lower cost if I switched
19%

I think switching would bring me to a higher 14%
security level 18%

I think I could get a better synch with my 6%
in-car solution 10%

I don't have a dominant or preferred 20%
operating system 15%

I don't know or care what operating system 14%
I have on my devices 6%

Sample base: Total sample (11,101) Strong users (1,388)


3. Cloud Services and Apps on the Rise
Our platform data shows that consumers cloud services and apps. In 11 of 15 As an activity, using maps, global positioning
are open to experimenting in search of the activities queried, the percentage of and getting directions showed dramatic
most satisfying devices and experiences. consumers we surveyed doing the activity growth, gaining 20 points since 2010 (see
This search extends to the cloud. After in a typical week increased from 2010 to below: “Global Positioning: Evolving From
all, if the typical consumer is not staying 2012, sometimes substantially. Reading Device to Differentiating App”).
within one platform for all devices, then electronic books gained seven points,
using cloud-based services that are searching for information on the Internet As the industry considers how to engage
accessible from all platforms is quite gained 19 points and texting gained nine more fully in cloud services and apps, the
logical. A significant increase in use of points. The percentage of consumers interests of the strong users from our survey
online services has occurred in just one tweeting or micro-blogging in a typical may provide helpful guidance, as these
year (Figure 12). Usage increased—in many week has doubled in two years, fueled users demonstrate a curiosity and openness
cases substantially—for all eight of the largely by growth of micro-blogging in to innovation and experimentation. Sixty
online services we queried: online mailbox emerging markets. More than half of percent of strong users we surveyed already
services, games, photo storage, movie Chinese consumers we surveyed reported do or plan to make payments in stores from
streaming, data backup, music streaming, they micro-blog in a typical week. their mobile devices. Half of those strong
calendaring and document creation. While users do or plan to control home locking
a greater percentage of young consumers Among the activities consumers are doing systems and home audio/video systems from
use online services than do older ones, a each week, they are more and more often their mobile device. More than 40 percent do
significant increase in the use of cloud- downloading new apps (Figure 13). The or plan to transfer health data to a remote
based services is occurring among both percentage of consumers we surveyed location, such as test results from their
generations. downloading apps in a typical week has mobile device, and the same amount do or
increased eight points from 2010 to 2012. plan to control heating and air-conditioning
Consumer use of technology is becoming Among apps, usage of financial apps (such systems from their mobile device.
more pervasive, driven by adoption of as mobile payments, banking and trading)
more capable multi-function devices, a and shopping apps are leading the way.
growing technology maturity, and new

Global Positioning: Evolving from Device to Differentiating App
Since its introduction as a consumer device just over two decades Despite the cautious outlook for GPS devices, the activities
ago, the Global Positioning System (GPS) has progressed through its of using web-based maps and global positioning and getting
life cycle from being a highly popular stand-alone device to slowly directions are showing dramatic growth, gaining 20 points
being replaced by map apps on a multitude of other consumer since 2010. Together they show the greatest relative growth in
devices. GPS device ownership continues to grow slowly (34 percent participation of all the technology-based activities Accenture
own GPS devices now compared with 32 percent in 2011), but queried. Today, almost half (47 percent) of consumers we
growth is certainly not at the rate of newer mobile technologies surveyed use global positioning in a typical week. To do so, 69
or even stationary devices such as Blu-ray DVD players. percent use a PC, 48 percent use a mobile or smartphone, and
13 percent use a tablet; 35 percent have a factory-installed
By all indications, purchase rates for new GPS devices are slowing. GPS device in their car and 43 percent would like to have a GPS
Only seven percent of consumers purchased a GPS in the past device installed in their next car. So while the GPS device is
12 months compared with 10 percent the prior year. Across the highly popular, its preferred form is now in a software app on a
sample of six countries that have been surveyed for multiple years, multi-function device.
eight percent plan to purchase a GPS device in 2013 compared to
10 percent who planned to purchase one in 2009.


Figure 12: Use of Online Services

Which of the following online services do you use? Multiple response.

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%

Music streaming 29%
24%

Online calendar 27%
16%

27% 2012
Online document creation (e.g., Google Docs)
17% 2011

None of these 12%
12%

Sample base: Total sample, excluding UK, for full comparison (10,099)
Source: The 2012 and 2013 Accenture Consumer Electronics Products and Services Usage Report


Figure 13: Activities Done in a Typical Week

Please indicate which of the following activities you do in a typical week. Multiple response.

Searching for/reading general news and 80% 2012
information on the Internet 61%
2010
78%
Emailing
82%

Online banking and finance management 58%
(checking account, making transfers, paying bills) 51%

Texting - SMS - MMS 58%
49%

Watching broadcast TV or cable shows 53%
(at the time they are broadcast) 44%
48%
Listening to music stored on my device
39%

Using maps and global positioning; 47%
getting directions 27%

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%

Tweeting - micro-blogging 23%
11%

Managing your health or that of family members 15%
26%

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


4. Mobile Devices Unstoppable in the Workforce
The increasing capabilities and rapid adoption of mobile multi–function devices are fueling
continued consumer influence and control over devices and applications used in the workplace.
Not only are consumers using these devices for work purposes, but they are finding productivity
improvements in doing so.

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 a morning ritual for getting ready for school
social networking on sites such as LinkedIn smaller percentage of 18 to 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 to 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


The Way Forward: The “Superstack” Imperative
The trends identified in this year’s research confirm that the growth in purchase and use of
smart, multi-functional devices has brought the platform (or operating system) into the consumer
spotlight like never before. Yet, as much as consumers clearly appreciate the seamless user
experience across devices and the easy installation and deployment that come with consistent
use of a single platform, they don’t seem interested in getting locked into one solution when
there is so much development going on in the market.

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.
2 Intel press release, 10 August 2010:
http://newsroom.intel.com/community/intel_
newsroom/blog/2010/08/19/intel-to-acquire-mcafee
3 Nokia press release, 21 November, 2012:
http://press.nokia.com/2012/11/21/nokia-
completes-acquisition-of-earthmine-inc


Final Thoughts
Across geographies and market segments, demand for consumer technologies remains high.
In the shifting landscape of increasingly multi-function devices, and compelled by consumer
willingness to experiment, industry players have tremendous opportunity to change the game
to win. Innovating on the superstack to deliver compelling new form factors, apps and cloud
services that further embed the use of technology into consumers’ lives will be critical. The
nature of the applications will expand from entertainment and communications to financial
services, home management and productivity.
To compete in this playing field, many consumer technology players will need to fundamentally
restructure their approach to R&D to focus on the creation of the superstack, with emphasis on
the ability to do the necessary software development for the apps and services. For many, it will
also mean more flexible operations to support rapid response to shifting market demand and the
production and distribution of more varied and differentiated devices. Finally, customer-centricity
is paramount in designing compelling user experiences and establishing the right ecosystem to
deliver them.
The combination of intense desire for innovation and willingness to experiment with platforms
and brands opens up tremendous opportunities for consumer electronics companies to win the
hearts and wallets of consumers. Future winners will be those companies that identify and create
cohesive consumer technology superstacks through innovation and integration of computing
form factor, cloud services and highly versatile apps.


Appendix:
Additional Charts of Interest


DVD player - not Blu-

Figure A: Purchases in Last 12 Months DVR

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%

Digital video camera 4%
5%

4%
Portable gaming device
4%

4%
DVD player - not Blu-ray
6%

DVR 2%
4%

2012
Sample base: Total sample, excluding UK, for full comparison
2012:2011
10,099
2011: 10,021
Source: The 2012 and 2013 Accenture Consumer Electronics Products and Services Usage Reports


Figure B: Purchase Intentions in Mature and Emerging Markets

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%

Regular TV - CRT or tube 4%
4%

DVR 2%
5% Mature markets: Germany, France,
Japan, Sweden, UK and US
2%
DVD player - not Blu-ray
4% Emerging markets: Brazil, Russia,
India, China and South Africa



Figure C: Average Spending (Last 12 Months and Planned)

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?

$1,251 Average spent in the past 12 months (USD)
China
$1,489
Purchase plans in the next 12 months (USD)
$1,080
Brazil
$1,323

$1,046
Russia $1,225

$1,031
Japan
$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



Figure D: Importance of Features to Purchase Decision

How important are the following features when determining what products to purchase in the below categories?

Extremely important/important features

PC Tablet TV Smartphone

Price 75% 69% 73% 68%

Security solution against hackers, identity theft, etc. 71% 66% 41% 65%

Screen resolution 67% 63% 72% 61%

Size of screen 64% 59% 72% 58%

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)

Device size 53% 55% 60% 56%

Product brand 48% 46% 50% 50%

Design/look and feel 47% 51% 54% 57%

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)

Shareable photo solution 35% 34% 19% 37%

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%

Shareable video solution 28% 28% 23% 27%

Touchscreen 27% 54% 17% 54%

Voice recognition technology 21% 23% 18% 28%

3D screen 19% 19% 29% 17%



Figure E: Apps in Use

Are you using any of the following types of apps?

Have stopped using Do not use or plan to use Plan to use in the next 12 months Currently use

Information (e.g., news, weather, sports) 3% 24% 8% 65%

Navigation (e.g., maps, guides) 4% 28% 15% 53%

Entertainment (e.g., music, single or 4% 34% 11% 51%
group games, videos)

Financials (e.g., mobile payments, banking, 4% 33% 13% 50%
trading)

Networking (e.g., social/professional networks) 5% 35% 11% 50%

Shopping (e.g., groceries, clothes, shoes, auctions) 4% 34% 16% 46%

Work related 6% 42% 12% 41%

Traveling (e.g., airplane - train tickets, 5% 38% 20% 36%
traffic updates)

Personal organization (e.g., weekly planning,
6% 45% 16% 33%
household bookkeeping, budget calculator)

Leisure activities (e.g., event dates, cooking, 5% 49% 16% 30%
booking restaurants)

Education (e.g., language learning programs,
6% 50% 18% 26%
reference works)

Fitness and health (e.g., health records, training
6% 53% 19% 23%
planning, nutrition guide)



Accenture is a global management
consulting, technology services and
outsourcing company, with approximately
259,000 people serving clients in more
than 120 countries. Combining unparalleled
experience, comprehensive capabilities
across all industries and business functions,
and extensive research on the world’s
most successful companies, Accenture
collaborates with clients to help them
become high-performance businesses and
governments. The company generated net
revenues of US$27.9 billion for the fiscal
year ended Aug. 31, 2012. Its home page
is www.accenture.com.

Copyright © 2013 Accenture This document is produced by consultants at Accenture
All rights reserved. as general guidance. It is not intended to provide
specific advice on your circumstances. If you require
Accenture, its logo, and advice or further details on any matters referred to,
High Performance Delivered please contact your Accenture representative.
are trademarks of Accenture.

2013 accenture-consumer-electronics-products-and-services-usage-report

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