Screenager++ survey: Capturing business potential in the Digital Era

The growing mobile device adoption has altered consumers' behavior and demand for digital service providers


Jakarta, July 19, 2016 - Digital trends and the rapid adoption of mobile devices has prompted the onset of Screenager generation, a group of people who have a variety of digital devices and are never satisfied with certain digital service. Accenture’s Digital Consumer Survey 2016 observed this trend and released a report titled "Screenager++: Multiplied Experiences, Real-time Emotions." The survey results revealed five major trends of the Screenager group that can be used to understand the behavior of Indonesian digital consumers.

The first trend, "Multiplier Effect," shows that consumers conduct a variety of activities by relying on mobile devices. It is prompted by the rapid growth of consumers who have multiple mobile devices, such as smartphones, tablets, and laptop/desktop. Provider of digital products and services can capture business opportunities from this trend by adjusting with the consumers’ demands for digital services. Through multiple mobile devices, consumers gain richer digital experiences such as watching videos, playing games, and uploading photos or videos to social media accounts.

In Indonesia, the use of multiple mobile devices also occurs, with 86 percent of Screenagers already have smartphones and 34 percent of them have smart phones, tablets and laptops/desktops to support their daily activities. Mobile device usage trend in Indonesia tends to be higher than the global trend, with 99 percent of Indonesian consumers have been using mobile applications for communications services (global: 87 percent). Accenture’s survey also found that 75 percent of consumers knew about mobile payment transaction services and 53 percent of them make use of eLearning or online training course.

The second trend highlights the development of Internet of Things (IOT) on mobile device. This trend reveals that many consumers are currently classified as early adopter, both in Indonesia and global, but they still find obstacles in using intelligent devices optimally. Accenture’s survey found 56 percent of consumers in Indonesia (global: 41 percent) actually own devices equipped with IOT solution, but 85 percent of consumers admitted that they face discontent when using this service. Compared to 36 percent from last year and 46 percent from emerging countries, Indonesia is a potential market for service development, but with only 23 percent of consumers who are planning to buy a wearable device (e.g. smartwatch) within the next 12 months, and only 12 percent who are interested in bundling service as they doubt the quality of combined service.

Mohammed Sirajuddeen, Managing Director, Digital, Accenture ASEAN said digital trends and the rapid adoption of multiple mobile devices by consumers has prompted Indonesia to grow into the largest digital market in ASEAN. "The growth of digital users increasingly attracts business players to expand their businesses in Indonesia. To that end, digital products and services providers are expected to compete in a healthy manner to win the hearts of consumers," said Siraj.

The third trend is "Lost in Transmission," which observes consumers’ behavior in terms of privacy, security and service quality. This trend shows that consumers prioritize real-time, fast and secure service and experience. Accordingly, the privacy and security factor is a priority for consumers. There are 60 percent of Indonesian consumers who are concerned about privacy and security issues when purchasing devices and choosing mobile services. Meanwhile, in terms of quality of service, 83 percent of consumers are willing to pay more to get better service quality, and even in investing for biometric security (82 percent, compared to 42 percent of global consumers). For companies, this trend suggests that to achieve better performance, consistency in security, privacy, and sustainable services are essential for consumers.

Wong Tjin Tak, managing director, Communications, Media, and Technology Lead, Accenture Indonesia added that in addition to technical problems in using devices and digital services, the security issue is one of the main obstacles that consumers are concerned with. Awareness of the security of information systems and digital communications in Indonesia is still low. Therefore, companies should educate the consumers continuously on the importance of digital security and its benefits for consumers.

The fourth trend, "The Way You Make Me Feel," underlines that a big brand name alone is not enough to win the hearts of consumers, especially since they are increasingly critical and can get information in real-time through digital technology. The rapid growth of digital technology and the ease of obtaining information has resulted in an increase of consumer demands for quality products and services. Companies need to innovate and develop their digital products and services to improve brand experience. When buying a product and selecting the services, 90 percent of consumers in Indonesia prioritize the reliability and speed in providing solutions (global: 83 percent). In addition, 84 percent of consumers said that integrated and well-collaborated products and services will also influence them to buy more. Companies need to consider the Screenager group by understanding what they like and what they are interested in to spend more money.

The fifth trend is the focus on "Brand Engagement," which reveals consumer engagement is driven by the appropriate services, simplicity, identity, quality, privacy and products. 80 percent of Indonesian consumers believe that quality brands will encourage them to purchase more products and services. Companies need to maintain brand engagement to maintain consumers’ loyalty to their products and services. Meanwhile, 73 percent of consumers said they are ready to move to another service provider in order to get better service. Creating and maintaining brand engagement is a crucial factor for companies to nurture relationship with Screenagers.

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, United States. 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

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