Digital disruption is reinventing consumer expectations. Factors driving this disruption include "always on" connectivity, pervasive social media, the rapid rise of voice recognition and artificial intelligence, and increasingly interactive user experiences across the entire customer lifecycle and across all channels.
Consumers expect their experience to “automagically” adapt whenever they engage physically, digitally and emotionally. And now advanced computing techniques can harness expanding volumes of personal data (e.g. search, social, geo-tagged sensors, payments, shopping carts, speech) to create the magic behind new hyper-personalized experiences.
The Canadian specific findings and insights from our annual Digital Consumers Survey reveal four key findings about today's dynamic digital consumers and their technology intrigue:
from the 2017 Accenture Digital Consumer Survey of 1,000 consumers in Canada reveal a growing demand for AI, engaging experiences, purchase models, and managing their data.
IS TAKING A CENTRAL ROLE IN CONSUMERS’ LIVES
of users are interested in using digital assistants
of those surveyed feel it is easier to get in touch with their service providers through digital channels
interact with their service providers through live chats or mobile apps on a monthly basis (compared to 46% in the US)
are comfortable with an AI application responding to their query
PERCEIVED BENEFITS OF AI OVER HUMAN ADVISORS
ARE SPURRING DEMAND FOR SMARTPHONES
Augmented (AR) and Virtual Reality (VR) are driving up smartphone PURCHASE INTENT
Following a three year decline, intent to purchase a smartphone is up 7%.
TOP REASONS for buying a smartphone in the next 12 months
PURCHASE INTENT for PERSONALIZED SERVICES in the next 12 months
IN THE NEXT 5 YEARS
REASONS FOR CONSUMER INTEREST IN
AR AND VR ENABLED SERVICES
27% Learn new skills
23% Meet virtually
22% Get local info
22% View 3D manuals
NEW ACCESS MODELS
81% of those planning to purchase a new smartphone are open to leasing their phone or buying a used model
52% are interested in using a device with an eSIM if available
48% cite the top reason as "the ability to switch service providers"
CONSUMERS WANT TO BE MORE ENGAGED IN
MANAGING THEIR DATA
88% are concerned with the security of their online financial transactions
86% say it’s important for them to review and control their personal online data
70% want better instructions to control their data
42% trust device manufacturers with their personal data (+6 points since 2016)
WHAT SHOULD PROVIDERS DO TO CAPTURE TODAY’S
DYNAMIC DIGITAL CONSUMERS
Take advantage of AI to make the right personalization plays.
Embrace new access models.
Help and educate consumers manage their data.
Leverage interest in Augmented/Virtual Reality.
Three building blocks to help serve today’s dynamic digital consumers:
Take advantage of AI to make the right personalization plays
Embrace new access models
BUILD CONSUMER TRUST
LEVERAGE CONSUMER INTEREST IN AR/VR
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 2016, with 26,000 consumers in 26 countries, including Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Ireland, Italy, Japan, Mexico, the Netherlands, Poland, Romania, Saudi Arabia, Singapore, Slovakia, South Africa, Spain, Sweden, Turkey, the United Arab Emirates, the United Kingdom and the United States. The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 plus. The survey and related data modeling quantifies consumer perceptions of digital devices, content and hyper personalized services, purchasing patterns, preference and trust in service providers, the future of their connected lifestyle and appetite in new technologies such as artificial intelligence or virtual reality.
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