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Engaging the
Digital Consumer
in the New
Connected World
The consumer electronics industry, which has historically moved in cycles
from innovation to refinement and back to innovation, is at another inflection
point. With the Internet of Things (IoT) rapidly becoming a reality and devices
connecting every aspect of consumers’ lives, the shift to the new connected
world signals another tidal wave of industry transition.
The 2015 Accenture Digital Consumer Survey for communications, media and
technology companies polled 24,000 consumers in 24 countries. The research
indicates that consumers find intelligent devices increasingly relevant to their
lives and are inspired by the possibilities of the connected world. Yet to gain
the consumer confidence that will move their products and services from
early adoption to mainstream use, consumer electronics companies need
to do three things:
1.	 Offer phenomenal customer experiences right out of the box,
2.	 Break through a crowded marketplace with strong digital brands, and
3.	 Provide a level of security and privacy that will inspire consumer trust.
Engaging the Digital Consumer in the New Connected World | 1
An industry in transition
Accenture’s research shows an industry in the midst of transition. There is strong
consumer demand and purchase intent globally for a wide range of digital, connected
devices. The “big four” (smartphones, tablets, laptop computers, and HDTV) continue
to dominate purchase plans, and just like last year, between a third and a fourth of
consumers are planning to buy devices in categories where they already own a product.
However, purchase intent indicates
the pace of growth may be slowing,
particularly in devices such as tablets,
and in mature markets. From 2014 to
2015, the percentage of consumers
that plan to buy 9 of the 13 products
we investigated is estimated to drop
(FIGURE 1). For example:
• 38 percent intend to buy a tablet
in the next year, down from
44 percent in 2014
• 36 percent plan to buy an HDTV,
down from 44 percent
• 54 percent plan to purchase a
smartphone compared with
57 percent in 2014.
When measuring purchase intent in
total spending, most consumers plan
to spend the same as last year on
consumer electronics. However, among
consumers planning to change their
purchase habits, a greater percentage
(20%) plan to decrease than increase
their spending (16%).
FIGURE 1 | PURCHASE INTENT
In which one of the following areas is the consumer planning to purchase over the
next twelve months?
2 | Engaging the Digital Consumer in the New Connected World
54%
38%
36%
36%
26%
26%
21%
20%
20%
20%
17%
Smartphone
-4%
-6%
-5%
-8%
+1%
+1%
-1%
-2%
-1%
0%
-1%
-16%
Movement from last year
Tablet
Laptop computer
HDTV
Home gaming console
Desktop computer/all-in-one PC or Mac
eBook reader
Portable gaming device
Media dongle
Set-top box/cable box
Set-top box
17%
1%
Basic or feature mobile phone
Regular TV
Purchase plans for mature devices are beginning to slow.
6% point decrease in number
of consumers that plan to
buy a tablet in 2015 .
8% point decrease in number
of consumers that plan to buy
an HDTV in 2015.
4% point decrease in number
of consumers that plan to
purchase a smart phone
in 2015.
6%
8%
4%
In 2015
Engaging the Digital Consumer in the New Connected World | 3
While the new generation of intelligent
devices still lag more mature devices in
ownership and purchase intent, they
have traction (FIGURE 2). As consumers
demonstrate a hunger for bringing these
products into the constellation of
devices in their home, some categories
are well positioned to move into the
mainstream of consumers’ lives:
• Within the next year, 12 percent
of consumers plan to buy a
wearable fitness monitor. Within
five years, 40 percent plan to do so
• By a year from now, 12 percent
intend to buy a smartwatch
whereas 41 percent plan to by 2020
• 41 percent plan to buy a home
connected surveillance camera and
security system within five years
• 39 percent plan to buy a smart
home thermostat and wearable
health device by 2020
• 37 percent plan to buy an in-
vehicle entertainment system
by 2020.
With purchase plans for mature devices
beginning to slow, and new intelligent
devices on the rise, the industry is once
again facing a tidal wave of transition
as companies determine the products,
services and intelligent networks
that will help them win in the new
connected world.1
FIGURE 2 | OWNERSHIP AND PURCHASE INTENT FOR INTELLIGENT DEVICES
Which one of the following intelligent devices do you currently own? And when are you likely
to purchase one of the following intelligent devices?
Totals may not match the sum of the parts due to rounding.
8%
40%
7%
41%
7%
41%
7%
37%
6%
39%
6%
39%
5%
35%
4%
33%
4%
35%
4%
28%
11%17%
Wearable fitness monitor
Current ownership
Smartwatch
Home connected surveillance camera/security system
In-vehicle entertainment system
Smart home thermostat
Wearable health device
Home 3D printer
Virtual reality headset
Wearable heads-up display
Personal drone
12%
17% 12%12%
17% 14%10%
16% 13%9%
16% 14%9%
16% 13%10%
14% 14%8%
14% 12%
13%
8%
14%8%
10%12%6%
In the next 12 months 1–3 years 3–5 years
4 | Engaging the Digital Consumer in the New Connected World
1 For more on the new connected world and the IoT, see “Industrial Internet of Things – Reimagine the Possibilities”
Engaging the Digital Consumer in the New Connected World | 5
Getting it right, right out of the box
Amidst this transition, the industry is experiencing growing pains, especially when
it comes to the out of box experience. An alarming 83 percent of those purchasing
intelligent devices have difficulty using them, finding them too complicated to use,
struggling to set them up properly, discovering they did not work as advertised or
being unable to connect them to the Internet—all problems which are encountered
quickly after the consumer opens the box of the new device (FIGURE 3).
The survey finds that an especially
high percentage of consumers have
challenges using wearable health
devices. For example,
• 24 percent said the products
are too complicated to use
• 22 percent said they did not
set up properly
• 21 percent said they don’t work
as advertised.
Similarly, smart thermostat and
wearable fitness monitor use creates
challenges: 23 percent and 20 percent
of respondents, respectively, said they
were too complicated to use.
FIGURE 3 | CHALLENGES USING INTELLIGENT DEVICES
While using your device did you experience any of the following challenges?
BASE DEFINITION: All respondents owning at least one of the following devices: in-vehicle entertainment system,
wearable health device, wearable fitness monitor, home surveillance system, smart thermostat or smartwatch
(n=5964)
21%
19%
19%
19%
17%
15%
15%
15%
12%
11%
7%
Was too complicated to use
Setup did not proceed properly
Did not work as advertised
Could not connect to the internet
Was not visually/aesthetically pleasing
Getting accessories/spare parts/consumables
was a concern
Did not have needed features
Was not personalized to user’s preference
Could not get customer support when needed
Privacy was a concern
Did not provide a fun or interesting experience
6%
5%
Needed to recharge or change batteries too often
Slow — took too long to stream/download
4%
4%
Could not be operated remotely from a
smartphone/computer/tablet
Could not share status on social networks optimally
2%
17%
Could not use with/was not recognized by
service providers
None of above — did not experience any challenges
33% of consumers said ease of use
is the key factor when buying an
intelligent device.
Owners of wearable health services:
22% said their wearables
didn’t set up properly.
24% said the devices
were too complicated
to use.
21% said the devices
don’t work as advertised.
Yet an alarming 83% of consumers
have difficulty using their intelligent devices.
130BPM
RUNNING
83%
6 | Engaging the Digital Consumer in the New Connected World
The challenges in using intelligent
devices are especially distressing
considering that what consumers value
most is ease of use (FIGURE 4). When
asked what factors have been or would
be the most important when making
their decision to buy intelligent devices:
• 33 percent said “ease of use”
• 29 percent “features and functions”
• 28 percent a “trusted brand.”
In order for new “fit-for-purpose”
devices to move from early adoption to
mainstream and reach their full market
potential, the industry has to address
these challenges and do so quickly.
Otherwise capturing consumer
imagination won’t translate into a
happy purchase or loyal customer.
Early adopters are key influencers to the
broader market and their dissatisfaction
is a significant barrier. Particularly in
a digital marketplace where social media
and word of mouth are highly influential
on purchase decisions, early adopters
must be satisfied in order for these
products to move toward mainstream use.
FIGURE 4 | FACTORS IN PURCHASE DECISION FOR INTELLIGENT DEVICES
Which of the following factors have been or would be the most important when making your
decision to purchase an intelligent device?
BASE DEFINITION: All respondents owning or planning to buy an in-vehicle entertainment system, a
wearable health device, a wearable fitness monitor, a home surveillance system, a smart thermostat or a
smartwatch in the next 12 months (n=9110)
Engaging the Digital Consumer in the New Connected World | 7
33%
29%
28%
18%
16%
Ease of use
Features and functionalities
Trusted brand
Design — look and feel
Compatibility with existing owned devices
49% of consumers purchase a
smartphone based on brand
preference.
32% of consumers looking
to buy a specific smartphone
already own devices from
the same brand.
BRAND
BRAND
8 | Engaging the Digital Consumer in the New Connected World
Brand matters: Capturing the consumer
In the consumer technology industry, a tremendous amount of focus is placed
on innovation, such as making form and features more interesting, and
improving functionality.
Innovation and the differentiation it
provides are imperative, but brand is
equally important. A positive feeling about
a company’s brand is a key selection
criterion when consumers purchase new
devices (FIGURE 5). When asked to provide
the major reasons they are thinking of
buying a smartphone from a specific brand,
• 49 percent said “I like this brand,”
• 32 percent said “I already own
devices from the same brand,”
• 32 percent said “the design-look
and feel of the device.”
Two companies emerged as the preferred
brands globally in terms of customer
preference: 37 percent of respondents
chose Samsung Electronics Co., Ltd. and
24 percent chose Apple Inc. as their
preferred brand for smartphones.
Building a brand today is a challenging
proposition and equally critical. There
are many competitors and much fragmen-
tation, especially with so many new
connected devices and categories emerging.
With so many choices, consumers do not
have the cognitive bandwidth to grow
affection for them all, making break-
through more challenging than it has
historically been. Brand management
across the entire lifecycle, from product
look, feel and design aesthetics to
marketing, consumer engagement, and
customer support, will be a compelling
and necessary capability to master.
49%
32%
32%
27%
20%
17%
16%
16%
14%
11%
10%
I like this brand
I already own devices from the same brand
Design – look and feel of the device
Runs the operating system I like
Superior battery/screen/keyboard
Availability of apps
Superior support and other services from this brand
Recommended or decided by friend/
family member/employer
Quality of voice communications/signal reception
Tends to be lower price
Lightweight — fits in purse or pocket
4%
2%
Recommended by mobile phone operator
(website or shop) I use
Other
Engaging the Digital Consumer in the New Connected World | 9
FIGURE 5 | REASONS WHY CONSUMERS BUY A SPECIFIC SMARTPHONE BRAND
What are the major reasons why you are thinking of purchasing a smartphone from this
specific brand?
BASE DEFINITION: All respondents planning to buy a Smartphone (n = 11,630)
44% of consumers are
cautious about the information
they share due to lack of
confidence in the online
security that protects their
personal data.
10% of consumers never
share personal data online
because they are not
confident at all their data
is secure.
10 | Engaging the Digital Consumer in the New Connected World
Safeguarding digital trust
With access to numerous intelligent devices, consumers are gaining control of their
quantified self, using the data in their life to empower them to make better decisions.2
This is a compelling value proposition
but also a double-edged sword. The
litany of security breaches that have
transpired in the past year, combined
with consumers growing awareness
of how much data is collected about
their digital life, are driving growing
attention on digital security and data
privacy (FIGURE 6).
With this context, it is no surprise that
established brands are viewed as more
trustworthy. The top three most trusted
brands globally in high tech are Google
Inc., Facebook Inc. and Microsoft
Corporation. But overall, consumers
show greater trust toward institutions
with which they have routine relation-
ships such as their banks and utilities.
One-third said their bank is one of the
top three companies they trust the most
with their personal information—nearly
double the percent of consumers
trusting their technology companies.
In the new connected world, consumers
will need more than just trust that the
new device they are bringing online
will work securely and as anticipated.
They will also need to trust that their
new device will not cause problems
elsewhere in the network of their
connected life.
FIGURE 6 | ATTITUDES ABOUT SECURITY AND DATA PRIVACY
Which of the following best reflects your attitude towards the security of your personal data on the
internet (e.g. email address, mobile phone number street address, web cookies, purchasing history, etc.)
Engaging the Digital Consumer in the New Connected World | 11
58%
52%
42%
33%
Age 14–17
I’m always confident
that the security of my
personal data is protected,
whatever websites I visit.
I am not confident at all
that the security of my
personal data is protected
on the internet, so I never
share information this way.
I’m confident that the
security of my personal
data is protected, but
only on the websites
I know.
I’m not always confident
that the security of my
personal data is protected,
so I am careful about
whatI share and what
websites I visit.
Age 18–34
Age 35–54
Age 55+
11%
15%
22%
25%
18%
22%
27%
30%
33%
28%
46%
44%
10%
2 For more on the quantified self see “Racing Toward a Complete Digital Lifestyle: Digital Consumers Crave More”
12 | Engaging the Digital Consumer in the New Connected World
Take Action
In the new connected world there are three key emotional
gates a company must pass through to move a consumer
to make a purchase:
Relevance
Consumers need to see
the relevance of connected
intelligent devices and the
Internet of Things to their daily
lives or companies will not get
to even a first interaction
with them. Companies have
demonstrated relevance to
early adopters giving the
industry an established position
from which to demonstrate
relevance to the everyday lives
of the broader population.
Inspiration
Unless the device manufacturer
demonstrates the product is
something materially better
than what consumers currently
have, they are not motivated
to make a change. Products
and services in the IoT need
a “wow” factor that compels
consumers on an emotional
level to want to make the
purchase. Companies have done
a good job of showing device
potential, particularly with
early adopters. There is work to
be done to amplify what has
been an inspiring message into
an engaging set of activities
where mainstream consumers
can experience it firsthand and
be awe-inspired.
Confidence
To actually make a purchase,
consumers need confidence
that it is the right product,
that they are choosing the right
brand, and that it will work as
anticipated even if they are not
technologically sophisticated.
To transition from early
adoption to mainstream
use of connected devices,
the industry has to move
from relevance and
inspiration to confidence.
While a complicated
challenge, there are
specific actions consumer
electronics companies can
take to instill confidence.
Engaging the Digital Consumer in the New Connected World | 13
Design a phenomenal user experience
The adage “You never get a second chance to make a first impression” is especially true
when introducing consumers to new categories of products.
For innovators of fit-for-purpose
devices, it is especially essential to
create an exceptional “out of box”
experience. An intuitive and engaging
user experience becomes critically
important, not just for the product
bundle but for the packaging as well.
This will require improved coordination
between sales, marketing, engineering
and support and, in some cases, going
back to the “drawing board” to reinvent
execution strategies to be more
integrated and digitally transformed.
Providing a phenomenal user experience
also involves making sure the company
is responsive to consumers when they
have problems. This means revamping
customer support mechanisms to deliver
exceptional support. Social listening
offers a new and relatively untapped
area for many companies to get an
early read on how consumers are
experiencing their product. By combin-
ing external social listening with
internal social listening in customer
support, companies can identify key
topics to improve customer support in
the short term and improve the product
development cycle to remediate system-
ic problems over the longer term.
14 | Engaging the Digital Consumer in the New Connected World
Build leading digital brands by applying
analytics and digital science throughout the
customer lifecycle
Digital brands are built by developing a true end-to-end experience, which encompasses
every customer touchpoint across the product lifecycle.3
A key component of engaging with
consumers and building the brand is
understanding the purchase journey
from product discovery to research to
testing to deal hunting and ultimately
purchase. This fundamental under-
standing of the purchase journey then
needs to be translated into a holistic
experience design that seamlessly
navigates the consumer through a
omnichannel purchase journey up front,
and delivers exceptional customer
engagement through the customer
lifecycle after purchase. Such integrated
experiences will differentiate, and
inspire loyalty and product advocacy.
Analytics is also a key pillar in digital
brand development. By embracing
analytics companies can better target
and segment their customers in terms
of the messaging they are delivering,
testing the efficacy of their interactions,
and tracking marketing’s return on
investment. Digital science can now be
applied to identify new opportunities
and new ways of engaging consumers
beyond traditional advertising.
Especially in a crowded and fragmented
marketplace, social listening and
engagement become critical to reach
targeted consumer segments and
deliver a strong marketing return
on investment. Companies that invest
appropriately can build the right
analytical capabilities to segment
their customers and deliver the right
messages to effectively engage the
consumer.
3 For more information on the impact of smart digital services on the real world and the significance this will
have on customer experience, see “Trends 2015: Trends Impacting Design & Innovation”
Engaging the Digital Consumer in the New Connected World | 15
Empower digital trust
Certainly this requires designing and
building all products and services with
a security element in mind. It also
involves privacy and data control,
offering value in exchange for informa-
tion and taking accountability for the
data in the company’s possession.4
Designing for digital trust begins as
early as engineering processes, putting
necessary firewalls in place in products
and in the cloud to enable consumers to
use the product with confidence. It also
includes the development of policies to
offer consumers trust-related choices
during set up. Features and benefits
can be more expansive but this typically
opens up more potential for security
breach. Consumers will expect to be
in control of these trade-offs, making
informed, conscious and appropriate
decisions to get the most out of their
product while maintaining a level of
protection comfortable for them. An
intuitive user interface that guides
consumers through those choices will
help them achieve the set-up that
balances data privacy and security
with value, building their confidence
in both the device and the brand.
Strong digital trust is a cornerstone of brands being able to move buyers
from inspiration to confidence.
4 For more information on digital trust see “The Four Keys to Digital Trust: Don’t Be Left Behind”
A Battle to Engage the Consumer
The battle is on to engage the consumer and the stakes are high. The industry
is showing consumers the relevance of connected intelligent devices and
inspiring purchase among early adopters. To achieve widespread appeal and
mainstream adoption, consumers need confidence: confidence in the service or
device, confidence in the experience and confidence in the brand. By employing
analytics and digital science throughout the customer lifecycle, delivering
rewarding customer experiences from pre-purchase through device or service
end of life, and empowering digital trust, consumer electronics companies
will build digital brands that breakthrough the noise and lead the industry
as it transitions to the new connected world.
16 | Engaging the Digital Consumer in the New Connected World
Engaging the Digital Consumer in the Connected World
Copyright © 2014 Accenture.
All rights reserved. Accenture, its logo,
and High Performance Delivered are
trademarks of Accenture.
This document makes descriptive reference
to trademarks that may be owned by others.
The use of such trademarks herein is not an
assertion of ownership of such trademarks by
Accenture and is not intended to represent or
imply the existence of an association between
Accenture and the lawful owners of such
trademarks
About the 2015 Accenture
Digital Consumer Survey
The Accenture Digital Consumer Survey for
communications, media and technology
companies was conducted online between
October and November 2014, with 24,000
consumers in 24 countries: Australia,
Brazil, Canada, China, Czech Republic,
France, Germany, India, Indonesia, Italy,
Japan, Mexico, Netherlands, Poland, Russia,
Saudi Arabia, South Africa, South Korea,
Spain, Sweden, Turkey, United Arab
Emirates, United Kingdom, United States.
The sample in each country is representa-
tive of the online population, with
respondents ranging in age from 14
to 55 and over. The survey polled
respondents about their usage, attitudes
and expectations related to digital
devices ownership, content consumption,
broadband constraints, digital trust and
the internet of things.
Key contributors from
Accenture Research
Agneta Björnsjö
Senior Principal
Electronics & High Tech
Mélina Viglino
Survey Research Manager
Georgina Lovati
Survey Research Specialist
Contacts
David Sovie
Managing Director
Accenture Communications,
Media & Technology Group
david.a.sovie@accenture.com
John Curran
Managing Director
Accenture Communications,
Media & Technology Group
john.p.curran@accenture.com
Join in the conversation
@AccentureHiTech and visit us at
accenture.com/connectedworld
About Accenture
Accenture is a global management
consulting, technology services and out-
sourcing company, with approximately
319,000 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$30.0 billion
for the fiscal year ended Aug. 31, 2014.
Its home page is www.accenture.com.

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Engaging the Digital Consumer in the Connected World

  • 2. The consumer electronics industry, which has historically moved in cycles from innovation to refinement and back to innovation, is at another inflection point. With the Internet of Things (IoT) rapidly becoming a reality and devices connecting every aspect of consumers’ lives, the shift to the new connected world signals another tidal wave of industry transition. The 2015 Accenture Digital Consumer Survey for communications, media and technology companies polled 24,000 consumers in 24 countries. The research indicates that consumers find intelligent devices increasingly relevant to their lives and are inspired by the possibilities of the connected world. Yet to gain the consumer confidence that will move their products and services from early adoption to mainstream use, consumer electronics companies need to do three things: 1. Offer phenomenal customer experiences right out of the box, 2. Break through a crowded marketplace with strong digital brands, and 3. Provide a level of security and privacy that will inspire consumer trust.
  • 3. Engaging the Digital Consumer in the New Connected World | 1
  • 4. An industry in transition Accenture’s research shows an industry in the midst of transition. There is strong consumer demand and purchase intent globally for a wide range of digital, connected devices. The “big four” (smartphones, tablets, laptop computers, and HDTV) continue to dominate purchase plans, and just like last year, between a third and a fourth of consumers are planning to buy devices in categories where they already own a product. However, purchase intent indicates the pace of growth may be slowing, particularly in devices such as tablets, and in mature markets. From 2014 to 2015, the percentage of consumers that plan to buy 9 of the 13 products we investigated is estimated to drop (FIGURE 1). For example: • 38 percent intend to buy a tablet in the next year, down from 44 percent in 2014 • 36 percent plan to buy an HDTV, down from 44 percent • 54 percent plan to purchase a smartphone compared with 57 percent in 2014. When measuring purchase intent in total spending, most consumers plan to spend the same as last year on consumer electronics. However, among consumers planning to change their purchase habits, a greater percentage (20%) plan to decrease than increase their spending (16%). FIGURE 1 | PURCHASE INTENT In which one of the following areas is the consumer planning to purchase over the next twelve months? 2 | Engaging the Digital Consumer in the New Connected World 54% 38% 36% 36% 26% 26% 21% 20% 20% 20% 17% Smartphone -4% -6% -5% -8% +1% +1% -1% -2% -1% 0% -1% -16% Movement from last year Tablet Laptop computer HDTV Home gaming console Desktop computer/all-in-one PC or Mac eBook reader Portable gaming device Media dongle Set-top box/cable box Set-top box 17% 1% Basic or feature mobile phone Regular TV
  • 5. Purchase plans for mature devices are beginning to slow. 6% point decrease in number of consumers that plan to buy a tablet in 2015 . 8% point decrease in number of consumers that plan to buy an HDTV in 2015. 4% point decrease in number of consumers that plan to purchase a smart phone in 2015. 6% 8% 4% In 2015 Engaging the Digital Consumer in the New Connected World | 3
  • 6. While the new generation of intelligent devices still lag more mature devices in ownership and purchase intent, they have traction (FIGURE 2). As consumers demonstrate a hunger for bringing these products into the constellation of devices in their home, some categories are well positioned to move into the mainstream of consumers’ lives: • Within the next year, 12 percent of consumers plan to buy a wearable fitness monitor. Within five years, 40 percent plan to do so • By a year from now, 12 percent intend to buy a smartwatch whereas 41 percent plan to by 2020 • 41 percent plan to buy a home connected surveillance camera and security system within five years • 39 percent plan to buy a smart home thermostat and wearable health device by 2020 • 37 percent plan to buy an in- vehicle entertainment system by 2020. With purchase plans for mature devices beginning to slow, and new intelligent devices on the rise, the industry is once again facing a tidal wave of transition as companies determine the products, services and intelligent networks that will help them win in the new connected world.1 FIGURE 2 | OWNERSHIP AND PURCHASE INTENT FOR INTELLIGENT DEVICES Which one of the following intelligent devices do you currently own? And when are you likely to purchase one of the following intelligent devices? Totals may not match the sum of the parts due to rounding. 8% 40% 7% 41% 7% 41% 7% 37% 6% 39% 6% 39% 5% 35% 4% 33% 4% 35% 4% 28% 11%17% Wearable fitness monitor Current ownership Smartwatch Home connected surveillance camera/security system In-vehicle entertainment system Smart home thermostat Wearable health device Home 3D printer Virtual reality headset Wearable heads-up display Personal drone 12% 17% 12%12% 17% 14%10% 16% 13%9% 16% 14%9% 16% 13%10% 14% 14%8% 14% 12% 13% 8% 14%8% 10%12%6% In the next 12 months 1–3 years 3–5 years 4 | Engaging the Digital Consumer in the New Connected World 1 For more on the new connected world and the IoT, see “Industrial Internet of Things – Reimagine the Possibilities”
  • 7. Engaging the Digital Consumer in the New Connected World | 5 Getting it right, right out of the box Amidst this transition, the industry is experiencing growing pains, especially when it comes to the out of box experience. An alarming 83 percent of those purchasing intelligent devices have difficulty using them, finding them too complicated to use, struggling to set them up properly, discovering they did not work as advertised or being unable to connect them to the Internet—all problems which are encountered quickly after the consumer opens the box of the new device (FIGURE 3). The survey finds that an especially high percentage of consumers have challenges using wearable health devices. For example, • 24 percent said the products are too complicated to use • 22 percent said they did not set up properly • 21 percent said they don’t work as advertised. Similarly, smart thermostat and wearable fitness monitor use creates challenges: 23 percent and 20 percent of respondents, respectively, said they were too complicated to use. FIGURE 3 | CHALLENGES USING INTELLIGENT DEVICES While using your device did you experience any of the following challenges? BASE DEFINITION: All respondents owning at least one of the following devices: in-vehicle entertainment system, wearable health device, wearable fitness monitor, home surveillance system, smart thermostat or smartwatch (n=5964) 21% 19% 19% 19% 17% 15% 15% 15% 12% 11% 7% Was too complicated to use Setup did not proceed properly Did not work as advertised Could not connect to the internet Was not visually/aesthetically pleasing Getting accessories/spare parts/consumables was a concern Did not have needed features Was not personalized to user’s preference Could not get customer support when needed Privacy was a concern Did not provide a fun or interesting experience 6% 5% Needed to recharge or change batteries too often Slow — took too long to stream/download 4% 4% Could not be operated remotely from a smartphone/computer/tablet Could not share status on social networks optimally 2% 17% Could not use with/was not recognized by service providers None of above — did not experience any challenges
  • 8. 33% of consumers said ease of use is the key factor when buying an intelligent device. Owners of wearable health services: 22% said their wearables didn’t set up properly. 24% said the devices were too complicated to use. 21% said the devices don’t work as advertised. Yet an alarming 83% of consumers have difficulty using their intelligent devices. 130BPM RUNNING 83% 6 | Engaging the Digital Consumer in the New Connected World
  • 9. The challenges in using intelligent devices are especially distressing considering that what consumers value most is ease of use (FIGURE 4). When asked what factors have been or would be the most important when making their decision to buy intelligent devices: • 33 percent said “ease of use” • 29 percent “features and functions” • 28 percent a “trusted brand.” In order for new “fit-for-purpose” devices to move from early adoption to mainstream and reach their full market potential, the industry has to address these challenges and do so quickly. Otherwise capturing consumer imagination won’t translate into a happy purchase or loyal customer. Early adopters are key influencers to the broader market and their dissatisfaction is a significant barrier. Particularly in a digital marketplace where social media and word of mouth are highly influential on purchase decisions, early adopters must be satisfied in order for these products to move toward mainstream use. FIGURE 4 | FACTORS IN PURCHASE DECISION FOR INTELLIGENT DEVICES Which of the following factors have been or would be the most important when making your decision to purchase an intelligent device? BASE DEFINITION: All respondents owning or planning to buy an in-vehicle entertainment system, a wearable health device, a wearable fitness monitor, a home surveillance system, a smart thermostat or a smartwatch in the next 12 months (n=9110) Engaging the Digital Consumer in the New Connected World | 7 33% 29% 28% 18% 16% Ease of use Features and functionalities Trusted brand Design — look and feel Compatibility with existing owned devices
  • 10. 49% of consumers purchase a smartphone based on brand preference. 32% of consumers looking to buy a specific smartphone already own devices from the same brand. BRAND BRAND 8 | Engaging the Digital Consumer in the New Connected World
  • 11. Brand matters: Capturing the consumer In the consumer technology industry, a tremendous amount of focus is placed on innovation, such as making form and features more interesting, and improving functionality. Innovation and the differentiation it provides are imperative, but brand is equally important. A positive feeling about a company’s brand is a key selection criterion when consumers purchase new devices (FIGURE 5). When asked to provide the major reasons they are thinking of buying a smartphone from a specific brand, • 49 percent said “I like this brand,” • 32 percent said “I already own devices from the same brand,” • 32 percent said “the design-look and feel of the device.” Two companies emerged as the preferred brands globally in terms of customer preference: 37 percent of respondents chose Samsung Electronics Co., Ltd. and 24 percent chose Apple Inc. as their preferred brand for smartphones. Building a brand today is a challenging proposition and equally critical. There are many competitors and much fragmen- tation, especially with so many new connected devices and categories emerging. With so many choices, consumers do not have the cognitive bandwidth to grow affection for them all, making break- through more challenging than it has historically been. Brand management across the entire lifecycle, from product look, feel and design aesthetics to marketing, consumer engagement, and customer support, will be a compelling and necessary capability to master. 49% 32% 32% 27% 20% 17% 16% 16% 14% 11% 10% I like this brand I already own devices from the same brand Design – look and feel of the device Runs the operating system I like Superior battery/screen/keyboard Availability of apps Superior support and other services from this brand Recommended or decided by friend/ family member/employer Quality of voice communications/signal reception Tends to be lower price Lightweight — fits in purse or pocket 4% 2% Recommended by mobile phone operator (website or shop) I use Other Engaging the Digital Consumer in the New Connected World | 9 FIGURE 5 | REASONS WHY CONSUMERS BUY A SPECIFIC SMARTPHONE BRAND What are the major reasons why you are thinking of purchasing a smartphone from this specific brand? BASE DEFINITION: All respondents planning to buy a Smartphone (n = 11,630)
  • 12. 44% of consumers are cautious about the information they share due to lack of confidence in the online security that protects their personal data. 10% of consumers never share personal data online because they are not confident at all their data is secure. 10 | Engaging the Digital Consumer in the New Connected World
  • 13. Safeguarding digital trust With access to numerous intelligent devices, consumers are gaining control of their quantified self, using the data in their life to empower them to make better decisions.2 This is a compelling value proposition but also a double-edged sword. The litany of security breaches that have transpired in the past year, combined with consumers growing awareness of how much data is collected about their digital life, are driving growing attention on digital security and data privacy (FIGURE 6). With this context, it is no surprise that established brands are viewed as more trustworthy. The top three most trusted brands globally in high tech are Google Inc., Facebook Inc. and Microsoft Corporation. But overall, consumers show greater trust toward institutions with which they have routine relation- ships such as their banks and utilities. One-third said their bank is one of the top three companies they trust the most with their personal information—nearly double the percent of consumers trusting their technology companies. In the new connected world, consumers will need more than just trust that the new device they are bringing online will work securely and as anticipated. They will also need to trust that their new device will not cause problems elsewhere in the network of their connected life. FIGURE 6 | ATTITUDES ABOUT SECURITY AND DATA PRIVACY Which of the following best reflects your attitude towards the security of your personal data on the internet (e.g. email address, mobile phone number street address, web cookies, purchasing history, etc.) Engaging the Digital Consumer in the New Connected World | 11 58% 52% 42% 33% Age 14–17 I’m always confident that the security of my personal data is protected, whatever websites I visit. I am not confident at all that the security of my personal data is protected on the internet, so I never share information this way. I’m confident that the security of my personal data is protected, but only on the websites I know. I’m not always confident that the security of my personal data is protected, so I am careful about whatI share and what websites I visit. Age 18–34 Age 35–54 Age 55+ 11% 15% 22% 25% 18% 22% 27% 30% 33% 28% 46% 44% 10% 2 For more on the quantified self see “Racing Toward a Complete Digital Lifestyle: Digital Consumers Crave More”
  • 14. 12 | Engaging the Digital Consumer in the New Connected World Take Action In the new connected world there are three key emotional gates a company must pass through to move a consumer to make a purchase: Relevance Consumers need to see the relevance of connected intelligent devices and the Internet of Things to their daily lives or companies will not get to even a first interaction with them. Companies have demonstrated relevance to early adopters giving the industry an established position from which to demonstrate relevance to the everyday lives of the broader population. Inspiration Unless the device manufacturer demonstrates the product is something materially better than what consumers currently have, they are not motivated to make a change. Products and services in the IoT need a “wow” factor that compels consumers on an emotional level to want to make the purchase. Companies have done a good job of showing device potential, particularly with early adopters. There is work to be done to amplify what has been an inspiring message into an engaging set of activities where mainstream consumers can experience it firsthand and be awe-inspired. Confidence To actually make a purchase, consumers need confidence that it is the right product, that they are choosing the right brand, and that it will work as anticipated even if they are not technologically sophisticated. To transition from early adoption to mainstream use of connected devices, the industry has to move from relevance and inspiration to confidence. While a complicated challenge, there are specific actions consumer electronics companies can take to instill confidence.
  • 15. Engaging the Digital Consumer in the New Connected World | 13 Design a phenomenal user experience The adage “You never get a second chance to make a first impression” is especially true when introducing consumers to new categories of products. For innovators of fit-for-purpose devices, it is especially essential to create an exceptional “out of box” experience. An intuitive and engaging user experience becomes critically important, not just for the product bundle but for the packaging as well. This will require improved coordination between sales, marketing, engineering and support and, in some cases, going back to the “drawing board” to reinvent execution strategies to be more integrated and digitally transformed. Providing a phenomenal user experience also involves making sure the company is responsive to consumers when they have problems. This means revamping customer support mechanisms to deliver exceptional support. Social listening offers a new and relatively untapped area for many companies to get an early read on how consumers are experiencing their product. By combin- ing external social listening with internal social listening in customer support, companies can identify key topics to improve customer support in the short term and improve the product development cycle to remediate system- ic problems over the longer term.
  • 16. 14 | Engaging the Digital Consumer in the New Connected World Build leading digital brands by applying analytics and digital science throughout the customer lifecycle Digital brands are built by developing a true end-to-end experience, which encompasses every customer touchpoint across the product lifecycle.3 A key component of engaging with consumers and building the brand is understanding the purchase journey from product discovery to research to testing to deal hunting and ultimately purchase. This fundamental under- standing of the purchase journey then needs to be translated into a holistic experience design that seamlessly navigates the consumer through a omnichannel purchase journey up front, and delivers exceptional customer engagement through the customer lifecycle after purchase. Such integrated experiences will differentiate, and inspire loyalty and product advocacy. Analytics is also a key pillar in digital brand development. By embracing analytics companies can better target and segment their customers in terms of the messaging they are delivering, testing the efficacy of their interactions, and tracking marketing’s return on investment. Digital science can now be applied to identify new opportunities and new ways of engaging consumers beyond traditional advertising. Especially in a crowded and fragmented marketplace, social listening and engagement become critical to reach targeted consumer segments and deliver a strong marketing return on investment. Companies that invest appropriately can build the right analytical capabilities to segment their customers and deliver the right messages to effectively engage the consumer. 3 For more information on the impact of smart digital services on the real world and the significance this will have on customer experience, see “Trends 2015: Trends Impacting Design & Innovation”
  • 17. Engaging the Digital Consumer in the New Connected World | 15 Empower digital trust Certainly this requires designing and building all products and services with a security element in mind. It also involves privacy and data control, offering value in exchange for informa- tion and taking accountability for the data in the company’s possession.4 Designing for digital trust begins as early as engineering processes, putting necessary firewalls in place in products and in the cloud to enable consumers to use the product with confidence. It also includes the development of policies to offer consumers trust-related choices during set up. Features and benefits can be more expansive but this typically opens up more potential for security breach. Consumers will expect to be in control of these trade-offs, making informed, conscious and appropriate decisions to get the most out of their product while maintaining a level of protection comfortable for them. An intuitive user interface that guides consumers through those choices will help them achieve the set-up that balances data privacy and security with value, building their confidence in both the device and the brand. Strong digital trust is a cornerstone of brands being able to move buyers from inspiration to confidence. 4 For more information on digital trust see “The Four Keys to Digital Trust: Don’t Be Left Behind”
  • 18. A Battle to Engage the Consumer The battle is on to engage the consumer and the stakes are high. The industry is showing consumers the relevance of connected intelligent devices and inspiring purchase among early adopters. To achieve widespread appeal and mainstream adoption, consumers need confidence: confidence in the service or device, confidence in the experience and confidence in the brand. By employing analytics and digital science throughout the customer lifecycle, delivering rewarding customer experiences from pre-purchase through device or service end of life, and empowering digital trust, consumer electronics companies will build digital brands that breakthrough the noise and lead the industry as it transitions to the new connected world. 16 | Engaging the Digital Consumer in the New Connected World
  • 20. Copyright © 2014 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks About the 2015 Accenture Digital Consumer Survey The Accenture Digital Consumer Survey for communications, media and technology companies was conducted online between October and November 2014, with 24,000 consumers in 24 countries: Australia, Brazil, Canada, China, Czech Republic, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey, United Arab Emirates, United Kingdom, United States. The sample in each country is representa- tive of the online population, with respondents ranging in age from 14 to 55 and over. The survey polled respondents about their usage, attitudes and expectations related to digital devices ownership, content consumption, broadband constraints, digital trust and the internet of things. Key contributors from Accenture Research Agneta Björnsjö Senior Principal Electronics & High Tech Mélina Viglino Survey Research Manager Georgina Lovati Survey Research Specialist Contacts David Sovie Managing Director Accenture Communications, Media & Technology Group david.a.sovie@accenture.com John Curran Managing Director Accenture Communications, Media & Technology Group john.p.curran@accenture.com Join in the conversation @AccentureHiTech and visit us at accenture.com/connectedworld About Accenture Accenture is a global management consulting, technology services and out- sourcing company, with approximately 319,000 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$30.0 billion for the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.