This document summarizes key findings from a survey of 1,000 digital consumers in Indonesia. It finds that (1) screenagers now own multiple devices and have insatiable digital appetites, (2) they demand seamless experiences across devices and are selective about services that meet their expectations, and (3) companies must focus on quality, simplicity, and building emotional trust with customers to maintain brand engagement in this competitive landscape.

1. Screenager
Multiplied Experiences.
Real-time Emotions
What Consumers say in Indonesia.
++

2. Screenager ++
Multiplied Experiences. Real-time Emotions.
The Multiplier
Effect
You, Me & IoT Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
The new digital lifestyle crosses all age groups.
It’s hyper connected, multi function and multi screen
First wave of digital = connectivity
Second wave of digital = hyper – connectivity
New breed of digital consumers, the “screenagers”
Owners of multiple devices
Insatiable digital appetites
Not owned by any one provider; wide open to
change
On the lookout for next-generation intelligent
devices: multi screen, multi-tasking
Screenager

3. 3
• Quantitative online
consumer survey - 1,000
interviews conducted in
Indonesia
• 28,000 respondents from 28
countries
Survey demographics in Indonesia (1,000)
Social grade¹
Low Mid High
Male Female
Gender Age
Data Collection
• October – December 2015
In-field timeline
• 14 years + sample representative of
the online population
• Online population: individuals who
access the internet via any device
Respondents
55%
45%
18%
31%
30%
21%
4%1%
14 to 17 18 to 24 25 to 34
35 to 44 45 to 54 55+
Low: IDR0 to IDR4,999 income
Mid: IDR5,000 to IDR19,999 income
High: IDR20,000 or higher income
25% 52% 23%
The survey is representative only of the online population in Indonesia, and hence reflects
the patterns and trends of those who are generally ahead of the curve in digital adoption.
65%
26%
13%
Urban Suburbs Rural
Location

4. Here we are, the Screenagers ++. Our screen-centric devices have become appendages we cannot live without, as
hyper-accelerated growth has amplified our dependency on real-time consumption, constant connectivity and an
ever-expanding universe of expectations. Our digital maturity has reached a new and higher level.
From sprint to full stride, screenagers have multiplied faster than imagined. Today, not only are there more digital
consumers, but more consumers own multiple smart devices. This is creating an array of new digital services and
experiences, and more significantly, a “multiplier effect” that is generating more business opportunities at scale
across every industry, age group and facet of human life.
While adoption of smart devices has risen, the pace has slowed as consumers become more discerning about the
quality of content, dependability of technology, ease of service and data privacy. As intelligent devices are delivering
new experiences, consumers are more selective and willing to wait for innovation - especially when providers or
usability don’t measure up to expectations.
Screenagers are now power players in a multi-billion-dollar game. The stakes are rising as communications, media
and technology companies scramble to deliver the next ‘big thing’ to keep their customers engaged. To avoid being
left in the digital dust, enterprises need both a profound understanding of what their customers want and the
expertise to deliver a safe and unique brand experience, a clear value proposition and user interaction that meets –
or exceeds – those expectations. The winners will create and sustain strong, emotional trust.
We have identified five mega-trends that are distilled and analyzed from Accenture’s 2016 Digital Consumer Survey
to help companies disrupt the status quo and connect with customers like never before.
Screenager ++
Multiplied Experiences. Real-time Emotions.
The Multiplier
Effect
You, Me & IoT
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05

5. The Multiplier Effect
More Consumers x More Devices x More experiences
You, Me & IoT
Smart Things Don’t Come Easy
Lost in Transmission
Minding the Gap in Privacy, Security & Service Quality
The Way You Make Me Feel
Screenagers Demand More or Nothing
The Brand Engagement
Quality, Simplicity & Emotional Trust
01
02
03
04
05
Screenager ++
Multiplied Experiences. Real-time Emotions.
The Multiplier
Effect
You, Me & IoT Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05

6. Everywhere you look, eyes are angled down and
aglow in the light of a smartphone, smartwatch,
tablet or other digital screen. Screenagers not only
own more devices, they own multiple types of
devices. 86 percent of screenagers now own a
smartphone and 34 percent own a tablet and
smartphone as well as a desktop device.
From connecting and consuming digital content—
watching video, playing games and posting
pictures on social media—the Screen Age has
redefined the new normal.
With 99 percent of consumers now using mobile
apps for communication services, we observe new
types of usage— 75 percent are already aware of
mobile payment services, and 53 percent take
eLearning or online training courses via digital
devices. This is the Multiplier Effect in action:
greater scale and bigger dollars.
The Multiplier Effect
More Consumers x More Devices x More Experiences
01
The Multiplier
Effect
You, Me & IoT
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05

7. The Multiplier Effect
More Consumers x More Devices x More Experiences
More Consumers x More Devices… …x More Experiences
86%
Smartphone ownership
73%
of consumers who intend to buy a TV
will get a Smart TV (Global 81%)
99%
consumers use mobile apps
for communication services
Global 87%
82%
watch online movies and
series on a frequent basis
Global 81%
80%
play online games
Global 69%
57%
users rank online portals as an excellent channel
to interact with service providers - ahead of
physical stores
75%
of consumers are already aware of mobile
payment services (Global only 50%)
53%
take eLearning courses/ classroom on digital
devices such as tablets/ laptop/ smartphone
(Global only 46%)
The Multiplier
Effect
You, Me & IoT
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
9%
points increase
since 2014
24%
points increase
since 2014
Smartphone + tablet + laptop/desktop:
2016= 34%
2015= 31%

8. You turn on your house lights and adjust the temperature
from miles away. As you head home, your refrigerator
reminds you to stop and buy milk. Then your car plots
the fastest route to avoid rush hour traffic and
construction zones. When you arrive safely home you
watch as a drone delivers a package to your front door.
The future has never been closer and is full of promises.
As companies rush to release more and more intelligent
devices and IoT applications, consumers have yet to be
sold on their value propositions. These devices may be
“smart”, but most are not easy to use and don’t offer
clear services.
Although the next big thing is not here yet, the smart
players are working hard to get it—whatever it will be—in
front of screenagers before their competition does.
You, Me & IoT
Smart Things Don’t Come Easy
02
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05You, Me & IoT

9. Early adoption of intelligent devices
is taking place
But “Smart” is not yet “easy”… …and the value proposition is
not yet clear
56%
already own at least one intelligent
device (+20% points from 2015)
85%
faced problems when using intelligent
devices, down from 97% from last year,
but still too high to make people happy
Only 12%
think about bundling intelligent devices
with a service
Only 23%
are planning to buy a smartwatch
in the next 12 months, compared
to last year ‘s 45%
18% for wearable fitness monitor.
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
You, Me & IoT
Smart Things Don’t Come Easy
Global 41% Global 64% Global 7%
You, Me & IoT

10. The life of a screenager is characterized by intensity
and immediacy. Their digital experiences need to be
agile and real-time—smooth and safe. Nothing less
will do.
Privacy and security are becoming critical priorities.
Sixty percent are concerned about privacy and
security issues, while the lack of service quality is
also causing frustration for screenagers. More than
80 percent are ready to pay extra for a better mobile
network connection and 82 percent think advertising
interruptions when watching digital content are far too
frequent.
In order to achieve high performance, companies
need to ensure safety, privacy and continuity of
service so their customers don’t get lost in
transmission.
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
Lost in Transmission
Minding the Gap in Privacy, Security
& Service Quality
03
You, Me & IoT

11. Privacy & Security Service Quality
78%
are concerned about security of financial
transactions
60%
are concerned about privacy & security
issues when buying smart devices or
services
82%
are likely to use biometric alternatives to
usernames and passwords to avoid hacking
issues
54%
of those being aware of recent hacker attacks
using IoT devices say this information will
impact their use and purchase decision
83%
are ready to pay extra for a better
mobile network connection in
order to have a seamless viewing
experience
82%
think advertising interruptions
while watching digital content are
too frequent (no difference with
global or emerging markets)
The Multiplier
Effect
The Way You
Make Me Feel
The Brand
Engagement01 02 04 05
Lost in
Transmission03
Lost in Transmission
Minding the Gap in Privacy, Security & Service Quality
Global
47%
Global
62%
Global
42%
Global
63%
Global
71%
You, Me & IoT

12. As screenagers become more mature, sophisticated and selective,
their wallets won’t open without good reason. 84 percent said that a
large range of products and services that work well together will
encourage them to purchase more. For now, however, they are only
planning to increase their budget by less than 10 percent because
they already have their devices, and are ultimately looking for
innovative experiences, services, features and content.
Companies need to keep screenagers at the center of their market
approach more than ever before. Knowing who their customers are,
what they like and what they’re ready and willing to pay for is critical,
and the difference between success and obsolescence.
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
The Way You Make Me Feel
Screenagers Demand More or Nothing
04
You, Me & IoT

13. Only 16%
plan to increase spending on
smartphones, tablets,
laptops and PCs., by less
than 10% of previous budget
90%
said reliability and speed of problem resolution
84%
said large range of products and services that work well together
76%
said exclusive content or services unique to a provider
58%
intend to purchase a smartphone in the next year to get the
newest and most innovative features
What will encourage Screenager to
purchase more products and services?
The Multiplier
Effect
Lost in
Transmission
The Brand
Engagement01 02 03 05
The Way You Make Me Feel
Screenagers Demand More or Nothing
The Way You
Make Me Feel04
A drop of 39% points from
55% in 2014
Global
83%
Global
71%
Global
60%
Global
41%
You, Me & IoT

14. Loyalty is a delicate balance to create and even harder to
maintain. While no one owns the screenager, emotional
trust is created by the right services, simplicity, identity,
quality, privacy and products. This is fundamental to create
engagement—80 percent of consumers think quality
brands will encourage them to purchase more products
and services.
Screenagers may say they love you, but they live and
breathe real-time emotions. Unless you maintain constant
brand engagement across all channels, you will quickly
lose your audience—with 73 percent ready to switch to a
new provider for better service.
Establishing and maintaining brand engagement—without
compromise—is critical to reaching screenagers and
keeping them connected.
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel
The Brand
Engagement01 02 03 04 05
The Brand Engagement
Quality, Simplicity & Emotional Trust
05
You, Me & IoT

15. 80%
think quality brands will encourage them
to purchase more products and services
75%
believe that having a “single bill integrating
a bundle of products and services” will
motivate them to purchase additional
products or service
52%
of those willing to bundle intelligent
device with a service prefer a
specialized company when buying a
smart home plug devices
73%
are ready to switch to a
new provider due to poor
mobile connections and
viewing experience
(+15% points from 2015)
The Brand Engagement
Quality, Simplicity & Emotional Trust
The Brand
Engagement05
The Multiplier
Effect
Lost in
Transmission
The Way You
Make Me Feel01 02 03 04
Global
60%
No significant difference with global
You, Me & IoT

16. The Multiplier Effect: More Consumers x More Devices x More Experiences
• The constant connectivity and multi-screen is an epic shift for Companies. This impacts on how we
communicate and market to consumers. The opportunity for consumer-initiated touchpoints multiples.
• The implications for companies is how to capture the opportunity and serve the micro-moments that
can drive better consumer experience and incremental revenue.
You, Me & IoT: Smart Things Don’t Come Easy
• The use of IoT is growing every day to connect consumers to the services and products, and bring
companies closer to their consumers. We are looking at a future where it will be prevalent in everyday
life.
• Companies need to put the consumer at the heart of IoT, give control of devices and data to
consumers.
Lost in Transmission: Gap in Privacy, Security & Service Quality
• Consumers understand and see the data risk. But, they will share data if they trust the company.
• So, it is important to build and implement a clear framework that will keep consumer data safe and
reassured, while allowing companies to conduct their business
Implications to Market
What Producers and Services Should Think About

17. The Way You Make Me Feel: Screenagers Demand More or Nothing
• Screenagers prefer to share as much information as possible. Likewise, from companies they expect
detailed information before making a decision. They prefer to be seen as individuals and expect
customization in content and experience.
• Companies need to think long term and plan on “Return on Relationship” rather “Return on
investment”.
The Brand Engagement: Quality, Simplicity & Emotional Trust
• As consumers move seamlessly between screens to complete tasks, companies need to re-imagine
the user experience. They need to create seamless multi-device, multi-channel experiences from the
time users engage.
• Screenagers don’t have the patience to wait for a second or third version to get it right; loyalty is
heavily determined by their experience, so executing flawlessly based on user insights is the key to
building and maintaining that loyalty.
Implications to Market
What Producers and Services Should Think About

18. About the 2016 Accenture Digital
Consumer Thought Leadership program
The Accenture Digital Consumer Thought Leadership program
for communications, media and technology companies is
based on a survey which was conducted online between
October and November 2015, with 28,000 consumers in 28
countries: Australia, Brazil, Canada, China, Czech Republic,
France, Germany, Hungary, India, Indonesia, Italy, Japan,
Mexico, Netherlands, Philippines, Poland, Romania, Russia,
Saudi Arabia, Slovakia, South Africa, South Korea, Spain,
Sweden, Turkey, United Arab Emirates, United Kingdom, U.S.
The sample in each country is representative of the online
population, with respondents ranging in age from 14 to 55 and
over. The survey and related data modeling quantifies
consumer perceptions of digital devices, content and services,
purchasing patterns, preference and trust in service providers,
and the future of their connected lifestyle.
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 more than 373,000 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.
Contacts
Shalu Tandon, CMT APAC Research
Alba Nuñez, CMT Spain Research
Georgina Lovati, CMT Survey Research
About Accenture Research
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analysts who create data-driven insights to identify disruptors,
opportunities and risks for Accenture and its clients. Using
innovative business research techniques such as economic
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