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Seize the data

Canadian consumers want more

OVERVIEW

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:

Artificial Intelligence (AI) is taking a central role in consumers’ lives

Artificial Intelligence (AI) is taking a central role in consumers’ lives.

Engaging experiences are spurring demand for smartphones

Engaging experiences are spurring demand for smartphones.

New access models are emerging

New access models are emerging.

Consumers want to manage their data

Consumers want to manage their data.

NEW FINDINGS

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.

ARTIFICIAL INTELLIGENCE
IS TAKING A CENTRAL ROLE IN CONSUMERS’ LIVES

50%
of users are interested in using digital assistants

81%
of those surveyed feel it is easier to get in touch with their service providers through digital channels

30%
interact with their service providers through live chats or mobile apps on a monthly basis (compared to 46% in the US)

53%
are comfortable with an AI application responding to their query


PERCEIVED BENEFITS OF AI OVER HUMAN ADVISORS

82% say "available anytime" 58%  say "communicate more politely" 57% says "faster engagement"

ENGAGING EXPERIENCES
ARE SPURRING DEMAND FOR SMARTPHONES


Augmented (AR) and Virtual Reality (VR) are driving up smartphone PURCHASE INTENT

35% - 2017 28% - 2016

Following a three year decline, intent to purchase a smartphone is up 7%.

TOP REASONS for buying a smartphone in the next 12 months

New features

47% - 2017 36% - 2016

Improved functionality

44% - 2017 30% - 2016


PURCHASE INTENT for PERSONALIZED SERVICES in the next 12 months

11% Personal assistant

11%
Personal assistant

10% Smart trip assistant

10%
Smart trip assistant

10% Health assistant

10%
Health assistant




IN THE NEXT 5 YEARS
are emerging

40% Personal assistant

40%
Personal assistant

41% Smart trip assistant

41%
Smart trip assistant

43% Health assistant

43%
Health assistant

REASONS FOR CONSUMER INTEREST IN
AR AND VR ENABLED SERVICES

27% Learn new skills

90% are concerned with the security of their online financial transactions

23% Meet virtually

23% Meet virtually

22% Get local info

22% Get local info

22% View 3D manuals

22% View 3D manuals

NEW ACCESS MODELS
ARE EMERGING

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.

RECOMMENDATIONS

Four building blocks to help serve today’s dynamic digital consumers:

TAKE ADVANTAGE OF AI TO MAKE THE RIGHT PERSONALIZATION PLAYS
Seize the opportunity to tap ongoing advances in AI and machine learning to be much more dynamic as new trends emerge. Service providers can leverage the advances in AI, and the Canadian consumer’s willingness to interact with AI, to develop enhanced self-serve mechanisms that will allow consumers to interact with an AI representative rather than a human.
EMBRACE NEW ACCESS MODELS
Now is the time to stake a position in an As-a-Service consumer market. Canadian consumers are increasingly resistant to being locked into hardware purchases, which creates the opportunity for providers to create more dynamic operations and customer relationships if they look beyond the hardware purchase and into other models such as leasing or pre-owned.
BUILD CONSUMER TRUST
Be more transparent. Canadian consumers 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. This shift will allow service providers to regain the Canadian consumers trust in their ability to handle personal and sensitive data.
LEVERAGE CONSUMER INTEREST IN AR/VR
Consumers are currently using or are interested in AR gaming however there is large interest in a range of AR/VR applications beyond gaming. Companies should begin investing in the development of technologies that consumers are most interested in using, such as smart trip, personal, and health assistants.

CONTACTS AND KEY CONTRIBUTORS:

ABOUT THE ACCENTURE DIGITAL CONSUMER THOUGHT LEADERSHIP PROGRAM

Why communications service providers must defend & grow this critical market


Most consumers just want connectivity, gadgets and services to work, without having to think about purchasing or programming them.

Communications Service Providers (CSPs) have been aware of this for years. While providing the network backbone of the digital age, they’ve also sought to own more of the customer through converged communications and media services. But success has been limited by the challenges of legacy architectures and traditional business models. Meanwhile, disruptor companies pile into the pursuit.

With the arrival of the smart home, the desire for convenience will create a revolutionary new market. If CSPs are to win the race, they need to respond quickly to serve the smart home customer.

Insights from the 2017 Accenture Digital Consumer Survey of 26,000 consumers in 26 countries reveal key findings about today’s dynamic digital consumers and their smart home future.

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