Skip to main content Skip to Footer


Accenture digital consumer survey for communications, media and technology (CMT)

Accenture’s Digital Consumer Survey for Communications, Media and Technology (CMT) companies is our most comprehensive research ever into digital consumer behaviors.


The 2015 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 and the 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 polled respondents about their usage, attitudes and expectations related to digital device ownership, content consumption, broadband constraints, digital trust and the Internet of Things (IoT).

Digital Acceleration

To keep up to date on the latest findings from the Digital Consumer Survey and the latest news, views and insights in the world of digital specifically curated for the communications, media and technology industries, access the Digital Acceleration site or join the conversation on Twitter: #digitalacceleration. We recommend using Chrome, Safari or Firefox for optimal performance.

Visit the Digital Acceleration site

For more information on the study, please contact:

Key Findings

An industry in transition: Purchase plans for mature devices are beginning to slow

  • Four percent drop in the number of consumers who plan to purchase a smart phone in 2015

  • Six percent drop in the number of consumers who plan to buy a tablet in 2015

  • Eight percent drop in the number of consumers who plan to buy an HDTV in 2015

New intelligent devices on the rise by 2020

  • Twenty-eight percent rise in ownership of wearable fitness monitors

  • Seventeen percent rise in ownership of home connected surveillance cameras

  • Fourteen percent rise in ownership of in-vehicle entertainment systems

Getting it right, right out of the box

  • Thirty-three percent of consumers said ease of use is key factor when buying a smart device

  • Yet an alarming 83 percent of consumers have difficulty using their smart devices

Brand matters—capturing the consumer

  • Twenty-eight percent of consumer said a trusted brand is a key factor when making the decision to buy a smart device

  • Forty-nine percent of consumers purchase a smartphone based on brand preference

  • Thirty-two percent of consumers who purchase a smartphone already own devices from the same brand

Safeguarding digital trust

  • Ten percent of consumers do not feel confident at all that the security of their personal data is protected on the Internet and, therefore, never share information

  • Forty-four percent of consumers are not always confident about personal data security and, therefore, are careful about what they share and what websites they visit


Engaging the Digital Consumer in the New Connected World

The battle is on to engage the consumer, and the stakes are high. The industry is showing consumers the relevance of smart devices and inspiring purchases among early adopters.

To achieve widespread appeal and mainstream adoption, consumers need confidence in the service or device, experience and brand.

By employing analytics and digital science throughout the customer life cycle, 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 break through the noise and lead the industry as it transitions to the new, connected world.

Access the thought leadership and infographic.

Pulse of Media

Since its launch in 2012 Accenture’s Pulse of Media has provided a forward-looking perspective on the trends changing the media landscape. As consumer trends have become more pronounced, delivery infrastructure has improved, and business models have taken hold, Accenture’s vision of the industry has proven accurate.

This year, the Pulse of Media has been reframed to specifically check the pulse of the media and entertainment consumer, the industry and the competition. For each of these constituents we identify the established, in-play and emerging trends for media and entertainment executives to watch.

The Pulse of Media study is based on a collection of hypotheses developed by Accenture subject matter advisors, strategy consultants, architects and engineers working in the field. These hypotheses have been screened against inputs from an array of sources including the 2015 Accenture Digital Consumer Survey, third party data analysis, academic literature, the flow of venture capital funding and dialogue with industry commentators, operators and disruptors.

Access the Pulse of Media microsite.

Digital Video and the Connected Consumer

TV’s undisputed popularity as the go-to entertainment device is ending. Now, as viewers shift their allegiance to other devices, media companies must identify new ways to package content and share it across multiple screens. Are we watching the death of TV, on multiple screens? Not yet. But the way viewers consume video content is changing faster than ever before.


PDF Help