Accenture Digital Consumer Survey for Saudi Arabia (Infographic)

Copyright © 2017 Accenture All rights reserved.
Highlights from the Accenture’s
Digital Consumer Survey 2017
Saudi Arabia Results
Ever-changing expectations and
Technology intrigue

Copyright © 2017 Accenture All rights reserved. 2
ARTIFICIAL INTELLIGENCE (AI)
Saudi Arabia consumers are ready to embrace
AI powered devices and services.
Almost half of Saudi Arabia respondents (44%) position themselves as early
adopters of new technologies, ranking higher than average countries.
As a matter of fact, while just a few short years ago many customers would have
resisted chatbots and other computerized customer service features, now 77
percent are comfortable with an AI application responding to their query. This
value is higher than global (62%), US (59%), and UK (54%) averages.
They see big benefits over human advisors especially related to the availability at
any time (78%); faster engagement (75%) and nice and polite attitude (72%). In
fact, consumers appear to be readily accepting AI-enabled capabilities as long as
they get their objective accomplished.

is becoming part of consumers’ daily lives.
Interacted with computer based applications
in the last 12 months
Are comfortable with an AI application
responding to their query
Think personalized services based on digital
voice-enabled assistant are cool
63%
77%
38%
22% Are interested in using a stand-alone voice-
enabled digital assistant device
Global 62% | US 59% | UK 54% |
Global 38% | US 35% | UK 25% |
Global 20% | US 29% | UK 18% |
Global 52% | US 55% | UK 40% |
Perceive themselves as early adopters of new
technologies
44%
Global 33% | US 41% | UK 28% |

is becoming part of consumers’ daily lives.
78%72% 75%
Say “available
anytime”
Say “very polite
interactions”
Say “faster
engagement”
Global 68% | US 70% | UK 64%Global 64% | US 68% | UK 62% Global 82% | US 86% | UK 84%
PERCEIVED BENEFITS OF AI OVER HUMAN ADVISORS

ENGAGING EXPERIENCES
Augmented and Virtual Reality experiences boost
Saudian consumers’ willingness for purchasing
new smart devices.
New devices for new technological experiences: the demand for smart devices
is remarkably emerging in Saudi Arabia, with high propensity to buy new
smartphones (66%) smart glasses (51%) and virtual reality headsets (46%).
Saudi Arabia’s high interest for new devices and technologies is mostly driven by
the desire to learn new skills and to connect remotely and virtually with others.
Confirming the global trends, consumers are inclined to share personal data
for tailormade services valuing the convenience of time saving and individual
recognition, if reassured about safety processes and procedures to protect
private information.

AR and VR are boosting demand for smart devices.
Augmented Reality (AR) and Virtual Reality
(VR) are driving up purchase intent for:
Smart
phones
Smart
glasses
VR
headset
66% 56%
51% 42%
46% 39%
UAE Global
Reasons for consumer interest in AR
and VR enabled services:
22% Get
localized info
30% Meeting
virtually
31% Learn new
skills / techniques
US 32% | UK 43%
US 46% | UK 33%
US 40% | UK 53%
Global 28% | US 28% | UK 22%
Global 29% | US 28% | UK 17%
Global 34% | US 29% | UK 26%

Targeted advertising
A growing number of companies are using
advanced analytics to reshape their advertising
strategies to better meet the needs of consumers:
Saudi Arabians appreciate it.
Consumers in Saudi Arabia don’t seem annoyed by advertising: 42% find
interruptions not too intrusive thus revealing a different trend compared to global
average (19%), US (14%) and UK (16%) – and 57% think that the general quality
of advertising has improved in the last 12 months
They also showed a positive attitude toward the targeted advertising
campaigns: 63% of consumers in Saudi Arabia agree to receive advertising
messages if they meet their personal interest – reaching higher scores than
global average (52%), US (56%) and UK (42%). Moreover, 56% declared that
getting personalized advertising based on past online searches is really cool.

Advertising interruptions are welcome if well tailored
42%
63%
56%
Say advertising interruptions while reading text
or watching videos are not too frequent
Global 19% | US 14% | UK 16% |
Global 52% | US 56% | UK 42% |
Global 44% | US 49% | UK 32% |
57%
Global 46% | US 53% | UK 38% |
Agree to receive advertising if they meet their
personal interests
Say getting personalized ads based on past online searches
is really cool
The quality of ads, reading/watching videos has improved
in the last 12 months

NEW ACCESS MODELS
Consumers in Saudi Arabia show great interest
towards new access models and are keen to
experiment new type of device interactions.
34% of respondents are aware that a new standard known as eSIM will be
available in the near future, more than the consumers in UK (24%).
An overwhelming 84% of consumers are interested in using a device with an
eSIM in the next 12 months, if available, and indicate the ability to switch service
providers more easily as the main reason for that interest.
Moreover the attraction through new ways of interaction is growing more
than in other countries: 59% of respondents are interested to use the voice
control, 57% the gesture control and 45% the eye movement on mobile and at
home devices in the near future. Saudi consumers are ahead of global average
sitting down at 58%, 43% and 32% respectively.

NEW ACCESS MODELS
are emerging
34%
84% 45%
Are aware that
eSIMs will be available
in the near future
Are interested in
using a device
with an eSIM
Cite the top reason as
“the ability to switch
service more easily”
Global 34% | US 40% | UK 24% | Global 68% | US 63% | UK 52% | Global 50% | US 59% | UK 50% |

NEW ACCESS MODELS
are emerging
In the future, consumers would like to interact with different
digital devices - both mobile and at home - through:
59%
57%
45%VOICE
CONTROL
GESTURE
CONTROL EYE
MOVEMENT
Global 32% | US 36% | UK 25% |Global 58% | US 56% | UK 43% | Global 43% | US 41% | UK 32% |

BUILDING TRUST
Half of consumers (53%) in Saudi Arabia are
confident about the security of their personal
data on internet.
An effective way to increase consumers trust and confidence in sharing personal
information is to engage them in accessing and controlling their data more
easily. Two in three consumers (75%) in Saudi Arabia believe it is important to
be able to review their personal data online. Yet 66% find it not very easy to
do.
Over 50% of consumers expect the security of personal data on the web will
increase in the next future: it is a critical time for companies to re-examine
how to maintain and build trust and how to operate in a digital world that is
increasingly dependent on sharing of personal data.

BUILDING TRUST
Consumers want to be engaged in managing their personal data
75%
66%
56%
Say it’s important for them to review and
control their personal online data
53%
Find not easy to access or update personal data
shared with providers
Expect data protection and security will improve within
the next five years
Feel themselves confident towards the security of
personal data on the internet
Global 72% | US 58% | UK 74%
Global 87% | US 91% | UK 88%
Global 42% | US 48% | UK 44%
Global 46% | US 49% | UK 37%

Copyright © 2017 Accenture All rights reserved.
Refuse to do business
with a company that has
unclear or unsafe privacy
policy settings
14
BUILDING TRUST
Consumers want to be engaged in managing their personal data
33%62% 72%
Share personal data with
companies only if
safeguards for data
protection are in place
Avoid buying online (for
better data protection)
Global 68% | US 70% | UK 64%Global 64% | US 68% | UK 62% Global 82% | US 86% | UK 84%

CONCLUSIONS
Capturing today’s Dynamic Digital Consumer
Take advantage of AI to make the right personalization play
Companies have an unprecedented opportunity to tap ongoing advances in AI and machine learning to
be much more dynamic as new trends emerge. According to Fjord Trends 2017 report, “while A.I. has
evolved exponentially, in 2017 we will see a shift in organisations’ approaches to developing products
and services as emotional intelligence (EQ) becomes a critical A.I. differentiator. AI is central to
understanding the needs and desires of different consumers, personalizing services, and driving demand.
Embrace new access models
Now is the time to stake a position in an as-a-service consumer market. As consumers increasingly
resist being locked into hardware purchases, providers can create more dynamic operations and
customer relationships if they look beyond the hardware purchase.
Help consumers manage their data
Seize the opportunity to build further trust, being more transparent to create a strong relationship with
consumers. Greater transparency is required as consumers now expect to be able to control what
data is shared with whom. Make data security “personal” and “easy” to drive adoption of new devices
and services.

SURVEY METODOLOGY
Accenture conducted an online survey with approximately 26,000 consumers in 26 countries:
Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Ireland,
Italy, Japan, Mexico, Netherlands, Poland, Romania, Saudi Arabia, Singapore, Slovakia, South
Africa, Spain, Sweden, Turkey, United Arab Emirates, the United Kingdom and the United
States. The sample in each country (1,000 respondents) is representative of the online
population, with ages of people ranging from 14 to 55 and over.
The survey, and related data modelling, quantify consumer perceptions of digital devices,
content and services, purchasing patterns, preference and trust in service providers, and the
future of their connected lifestyles.
AUTHORS
Matteo Maga | Managing Director, Accenture’s Communications, Media and Technology
Elena Barbero | Manager Accenture’s Communications, Media and Technology
Andrea Orlando | Senior Analyst Accenture Research
Maria Francesca Mecca | Manager Accenture Research

ABOUT ACCENTURE
Accenture is a leading global professional services company, providing a broad range of services and
solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and
specialized skills across more than 40 industries and all business functions—underpinned by the world’s
largest delivery network—Accenture works at the intersection of business and technology to help clients
improve their performance and create sustainable value for their stakeholders. With approximately
401,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the
way the world works and lives. Visit us at www.accenture.com.

Accenture Digital Consumer Survey for Saudi Arabia (Infographic)

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