Adobe experience index (Global)

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Adobe Experience Index (Global): Consumer Experience Expectations Score &
Insights
MCI | Taylor Schreiner | April 2019

Cross Country Insights
2
• Consumer Expectations Experience Scores:
• Consumer Expectations Experience Scores are highest in AU/NZ and the US
• Lowest in FR and IN
• Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP
• Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me
are Higher
• Attitudes Towards Technology, Automation and Human Interaction:
• Consumers in India most likely to want personal service, Japan least likely
• Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2
in 3 in India, less than 1 in 4 in Japan
• Consumers in India and Southeast Asia most optimistic about technology improving lives and are
most likely to be delighted by automated interaction
• Consumers in AU/NZ most concerned about privacy breaches, Germany and Southeast Asians least
concerned
• Consumers in India most concerned about automation eliminating jobs; those in US and Germany
least concerned
• Future Innovations:
• For all trended markets other than Japan, Future Innovation scores declined year over year, indicating
that these innovations are closer to reality (expected vs. impressed)

Overall Consumer Experience Index Scores

EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE
France and India have lowest scores; US and AU/NZ highest
4
Data Source: Consumer Experience
Expectations Survey 2019. April 2019 n =
1,000/country
219 217
196
210
221
202
212 216
0
50
100
150
200
250
US UK FR DE AU/NZ IN SEA JP
2019 Consumer Experience Index Scores by Market
Out of 400 total possible points

Generational Differences

EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE
Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in
JP.
6
Know Me and Respect Me and Delight Me at EveryTurn drive higher scores among those 50+
0
50
100
150
200
250
US UK FR DE AU IN SEA JP
Consumer Experience Index Score by Age by Market
18 to 24 25 to 34 35 to 49 50 to 64 65+
Data Source: Consumer Experience Expectations
Survey 2019. April 2019 n = 1,000/country

EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS – TENETS BY MARKET
Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and
Know Me and Respect Me are Higher.
7
Data Source: Consumer Experience
1,000/country
0
10
20
30
40
50
60
70
US UK FR DE AU/NZ IN SEA JP
2019 Consumer Experience Index Scores by Tenet by Market
Delight Me At Every Turn Know Me & Respect Me Make Technology Transparent Speak in One Voice

Technology Sentiment

Human vs Machine
EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS
Consumers in India most likely to want personal service, Japan least likely
9
76% 76% 76%
72%
79%
82%
76%
57%
0%
20%
40%
60%
80%
100%
% agree "Whether in store or online, businesses should provide
personal service" by country

Human vs Machine
Consumers in all markets other than SEA and Japan prefer to interact with a
human vs. computer; 2 in 3 in India, less than 1 in 4 in Japan
10
54% 55% 55%
57%
54%
63%
45%
23%
0%
20%
40%
60%
80%
100%
% agree "I prefer to interact with a human rather than a computer" by
country

Consumers in India and Southeast Asia most optimistic about technology
improving lives
11
Technology Improving Life
70%
64% 64%
61%
64%
87%
80%
69%
0%
20%
40%
60%
80%
100%
% agree "Technological innovations will improve our lives" by
country

Consumers in India and Southeast Asia most likely to be delighted by
automated interaction
12
Technology Improving Life
63%
58% 58%
56% 57%
79%
68%
58%
0%
20%
40%
60%
80%
100%
% agree "If done well, a completely automated interaction with a
company can still delight me" by country

Technology Risks
Consumers in AU/NZ most concerned about privacy breaches, Germany and
Southeast Asians least concerned
13
!
69%
64% 64%
43%
72%
67%
55%
69%
0%
20%
40%
60%
80%
100%
% agree "Technology today puts my private information at risk" by
country

Technology Risks
Consumers in India most concerned about automation eliminating jobs; those
in US and Germany least concerned
14
!
54%
58% 58%
52%
64%
72%
62%
64%
0%
20%
40%
60%
80%
100%
% agree "Automation is going to eliminate too many jobs" by
country

Innovation and Experience Makers & Breakers
15

EXPERIENCE INDEX (US): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers less impressed with future innovation (all closer to
reality?).
16
Data Source: India Consumer Experience
Expected Impressed
Data Source: US Consumer Experience
1,000
45
47
47
53
56
56
49
50
49
55
60
60
0 10 20 30 40 50 60 70 80 90 100
Government interaction automation
Bump phones at restaurant to pay share of bills
Learning a language adapts to my own progress
Smart prescription bottle
Synced vehicle touch screens at drive-through
Smarrt stores: no check-out lines
Futuristic Innovation Experiences: US - Total Score By Year
2018
2019

EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
reality?).
17
Expected Impressed
Data Source: India Consumer Experience
1,000
43
46
49
50
51
51
52
52
54
59
58
56
0 10 20 30 40 50 60 70 80 90 100
Bump phone at restaurant to pay share of bill
Futuristic Innovation Experiences: India- Total Score By Year
2018
2019

EXPERIENCE INDEX (GERMANY): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
German consumers less impressed with future innovation year over year
(closer to reality?), but government interaction automation is higher
18
Expected Impressed
Data Source: Germany Consumer
Experience Expectations Survey 2019. April
2019 n = 1,001
38
47
49
51
55
55
45
49
50
48
59
58
0 10 20 30 40 50 60 70 80 90 100
Bump phones at restaurant to pay share of bill
Smart stores: no check-out lines
Futuristic Innovation Experiences: Germany - Total Score By Year
2018
2019

EXPERIENCE INDEX (UK): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
reality?).
19
Expected Impressed
Data Source: UK Consumer Experience
1,001
44
46
49
54
52
56
43
50
50
56
58
58
0 10 20 30 40 50 60 70 80 90 100
Futuristic Innovation Experiences: UK- Total Score By Year
2018
2019

EXPERIENCE INDEX (FRANCE): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: French consumers less impressed with future innovation year
over year (closer to reality?).
20
Expected Impressed
Data Source: France Consumer
2019 n = 1,006
43
46
49
50
51
51
52
52
54
59
58
56
0 10 20 30 40 50 60 70 80 90 100
Futuristic Innovation Experiences: France- Total Score By Year
2018
2019

EXPERIENCE INDEX (JAPAN): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers more impressed with future innovation year over
year.
21
Expected Impressed
Data Source: Japan Consumer Experience
1,003
37
39
40
42
42
42
33
37
36
40
39
40
0 10 20 30 40 50 60 70 80 90 100
Futuristic Innovation Experiences: Japan - Total Score By Year
2018
2019

EXPERIENCE INDEX (AU/NZ): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Future innovation that helps save time is most impressive.
22
Expected Impressed
Data Source: AU/NZ Consumer
2019 n = 1,001
45
46
48
54
54
55
0 10 20 30 40 50 60 70 80 90 100
Studying language
Lunch phone bump
Futuristic Innovation Experiences Scores: AU/NZ

EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Future innovation that helps save time is most impressive.
23
Expected Impressed
Data Source: Southeast Asia Consumer
2019 n = 1,003
44
44
47
48
49
49
0 10 20 30 40 50 60 70 80 90 100
Futuristic Innovation Experiences: Southeast Asia - Total Score

Appendix
24

EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey 2019 Methodology
(GLOBAL)
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for
sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the
statistical tests reported reflect results as if performed on data collected using probability sampling.
Survey Date Range
and Countries:
Survey Sample: Survey Format:
Conducted in April 2019
US
UK, DE, FR
AU/NZ, JP, SEA, IN
8,000+ adults
18 or older who
owned a qualifying
device.
Online survey regarding
preferences and
expectations for digital
experiences in the Retail,
Travel & Hospitality, Media &
Entertainment, and Financial
Services industries.
Respondents answered
questions for up to 2
industries

Positive Reaction
Negative Reaction
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey Scoring Methodology
26
Experiential Questions
Good
Experiences
Bad Experiences
Response Point Allocation per Question
Strong
Mild
Neutral
Neutral
Mild
Strong
• Consumers were given serval possible
actions they could take when faced with a
number of positive and negative
experiences they might face.
• There responses were organized in a scale
that captured their reaction from strong
positive to strong negative.
Points given based on
strength of response.
No points are given for
having the least
positive response “as
expected”.
PositivityScale
Final Score is a
composite of the
Positive and Negative
Scenario Scores within
each Tenet to produce a
score out of 100
possible points per
tenet, for a total of 400
possible points

Sentiment Question Vertical
Negative
I visit an online retailer's website from my mobile phone but I can't zoom in on the product to see it very clearly. Retail
I try to use voice search on my television set, but the voice search only works with my television, but not with the app. M&E
I never intended to go paperless but my financial institution defaulted to not sending me paper statements so I had to make a phone call to get it switched back Finance
I pay full price for an item that requires ongoing service from the company, only to find out afterwards that the ongoing service is an extra monthly fee. Retail
Positive
I arrive at my hotel and the hotel's mobile application which is installed on my phone pops up to ask if I want to check in. I check in, get my room number and an electronic key appears
which lets me access the elevator and room without needing to go to the front desk.
Travel & Hospitality
I visit a museum and download a mobile application. When I point the phone at anything in the museum it will tell me about the artifact using the phone's camera and a superimposed
augmented reality tour guide that I can interact with just like a real tour guide.
M&E
I able to order food at a stadium from my mobile phone and it is delivered directly to my seat. M&E
I no longer need to remember a password or set up my fingerprint because my financial institution recognizes my voice automatically. Finance
While shopping in a large home improvement store, I use voice technology to ask my phone where to find a product. It gives me a map inside the store with step-by-step directions to find
what I was looking for.
Retail
I use my ski company's mobile application to track all my day's activity, and to consult the map to see where my friends and family are and to alert my friends and family where and when
to meet up.
I use a wearable device (or smart watch) at a theme park to gain access to shows, attractions, save my place in lines and other park activities of having to identify myself or carry a key. M&E
I use the airline mobile application on my phone to check in for my flight and use the electronic boarding pass with security and to board the plane, skipping all the check in lines. Travel & Hospitality
I am able to file my taxes entirely from my mobile phone. Finance
I am able to have my luggage scanned at the airline and receive frequent updates as to where it's at, when it's been loaded, and when it's arriving at the baggage claim area at my
destination.
I am able to take a picture of a check and instantly deposit it using my mobile banking application. Finance
A friend visits who likes to watch a particular television show and wants to catch the latest episode. I use my Internet connected television to quickly find and play the new episode by
talking into the remote controller.
M&E
I make an unusual purchase and I receive a text asking me to confirm that the purchase was legitimate - rather than the bank suspending my card. Finance
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE
Delight Me at Every Turn
27

Know Me & Respect Me
28
Negative
I shop on an online retailer's website on my mobile phone, but the website contained no recommendations for me based on my previous visits. Retail
The recommendation engine on a streaming service suggests videos rated as 5 stars and says they are customized to me, but I usually don't like the suggestions. M&E
I open my favorite car rental company mobile application and have to remember my frequent traveler number in order to log in. Travel & Hospitality
Positive
An online retailer recognizes me as a high value, repeat customer and provides a loyalty program that provides custom recommendations and proactively sends me samples to try which
II can return whenever I want to simply by putting the return box on my porch.
Retail
I get faster access to lines and events because the company recognizes me as a loyal customer based on how many events I have attended recently. M&E
When I enter my hotel room, my profile preferences on the hotel's mobile app interact with the room to set the alarm, curtains, food preferences and television programming
automatically.
I receive a yearly video summary with details of all my year's traveling and pictures that I posted through a travel oriented mobile application that I can share with my family and friends on
social media.
I receive an email at the end of the year with links to a summary file that contains all the paperwork I need to complete my taxes. Finance
My travel booking site uses my travel history and a link to my electronic calendar to send me alerts about travel I might want to book - it finds the lowest prices for a flight, hotel or car
rental and notifies me if any lower price is available after I’ve already booked.
My financial institution proactively recommends investment opportunities that are suited to my income and investment portfolio. Finance
As a regular customer, I get access to products in danger of selling out before other buyers do. Retail
When I log in to rent a car, the company knows which size and style of car I prefer, and makes recommendations for me. Travel & Hospitality
When I log into my bank's website, I am taken to my most visited page right after I log in. Finance
My music service proactively introduces me to a great new musician that it used artificial intelligence to determine I'd like. M&E
I receive alerts for new content that I might like or for new episodes of a series that I am watching. M&E

Negative
I have to call my bank to manually reset all of my mobile banking app log-in information when I get a new phone, despite the fact my profile has stayed the same. Finance
I order a product online that I thought was coming from the company whose site I was on but it comes from a company outside the United States and takes several weeks to be
delivered.
Retail
I'm unable to transfer money between accounts on my mobile application so I have to call and wait on hold or visit the bank. Finance
I stay at a certain hotel chain regularly. My online profile is set up for automatic check out with email of my bill, but the hotel didn't email me my invoice. There is no way online to request
an invoice be sent so I have to call the hotel to get it.
After paying to rent a movie online, I am unable to watch it because of an unexpectedly slow internet connection. My rental time period expires and there is no way to alert the company
that I had a technical problem.
M&E
I pre-order food using a coffee shop's mobile app but when I arrive they don't have my order ready and I have to wait just as long as everybody else. Travel & Hospitality
Positive
I complete a car insurance claim entirely from my mobile phone without having to call my insurer or schedule a visit from a claims adjuster. Finance
I can ask my smart home device to purchase a product online for me. It arrives at my door with no other effort. Retail
I log into insurance accounts and look at all my policies in one spot, view identification cards which I can access on my mobile application if needed, and make changes like adding a new
car to the policy without having to ever call or visit an agent.
Finance
I am able to use an application on my mobile phone to request a private driver to take me anywhere, which automatically bills my credit card on file and sends me an email receipt. Travel & Hospitality
I can listen to any song I want, from any device, using simple voice commands. M&E
I am able to purchase tickets and select seats for a movie theatre using only my mobile phone. M&E
I purchase a product or service online using a one-click format, that automatically ships the product to my address. Retail
I am able to set up multiple devices to access my content easily with just a quick email authentication. M&E
Make Technology Transparent
29

Negative
I input all of my information in my online profile including my mobile phone number but when I call my bank from my mobile phone, they still ask me to repeat all of the information in my
profile.
Finance
I buy a concert ticket online and then realize because of all the extra online service fees it was cheaper to buy it at the gate. M&E
I fill in an extensive online loan approval questionnaire and receive approval, but was then told I needed to call a phone number that had a 10 minute hold time to complete the process. Finance
I go into the cable company store where I'm told there is a 20 minute wait in order to exchange my cable box for a new one, and there is no way to exchange equipment via the website. M&E
I book a travel package (hotel, cruise, etc.) and find out after I've paid that it is non-cancellable, a fact that was not highlighted during the purchase process. Travel & Hospitality
I buy an item online at a mass merchant and need to return it. I find out the return policy is different because it was a marketplace seller, and it will cost me more to send it back than to
keep it. The fact that there is a different return policy was not highlighted during purchase.
Retail
Positive
There is a problem with my hotel and I use Twitter (social media) to reach the company as soon as I get into my room. The company responds immediately and sends help. Travel & Hospitality
A flight was delayed, and before I even land I am rebooked and receive an email apology. Travel & Hospitality
I have a question about a bank charge, and am able to resolve it using the self-help system my financial institution created without having to speak to anybody on the phone. Finance
When I contact customer service about a problem with my order, I chat with a program called a chatbot that uses artificial intelligence to anticipate my questions and quickly solve the
problem.
Retail
I order a product online and the company informs me via text message when my package is ready for shipping, where it is in the shipping process, and when it has been delivered. Retail
Speak in One Voice
30

Futuristic Innovation Experiences
31
Positive
As I enter a drive-through restaurant, the computer in my vehicle automatically syncs with the drive-through and allows me to enter my order through my vehicle's touch screen. All
When I change the address on my driver's license, I am asked if I want to update my details on the voter registry and for any other government services I am using. The information is
automatically forwarded to all government departments and my new card arrives in the mail
All
My grocery store doesn't have check out lines. Instead, everything I buy is automatically scanned by my mobile phone and charged to my credit card. When I am done shopping, I can
just leave.
All
My daily pills are contained in a smart bottle. If I forget to take my dosage, I receive a text alert. All
A friend and I go out for lunch. She pays, but I can bump phones with her to quickly transfer her my share of the bill. All
I'm studying a new language online. The words and phrases I am learning adapt to my progress, reviewing when I need it, or progressing when I have mastered. All
Data Source: Southeast Asia Consumer
n = 1,003

HEX Codes
33
#160A36 #19A8AD #E98D8B#160A36 #19A8AD #DF5275 #587F9A #9ACFC1
Red 30
Gree
n
15
Blue 70
Red 12
Gree
n
181
Blue 187
Red 239
Gree
n
160
Blue 156
Red 232
Gree
n
107
Blue 136
Red 106
Gree
n
146
Blue 170
Red 169
Gree
n
215
Blue 204

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