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Engaging the digital consumer in the new connected world

The consumer electronics industry is at an inflection point.

Overview

With the Internet of Things (IoT) rapidly becoming a reality and devices connecting every aspect of consumers’ lives, the shift to a new, connected world signals another tidal wave of industry transition.

New findings from the “2015 Accenture Digital Consumer Survey” indicate that consumers find smart devices increasingly relevant to their lives, and are inspired by the possibilities of the connected world.

But to gain the consumer confidence that will move their products and services from early adoption to mainstream use, consumer electronics companies need to break through a crowded marketplace with strong digital brands and offer phenomenal customer experiences right out of the box—including providing a level of security and privacy that will inspire consumer trust.

Background

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).

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

Recommendations

A Battle to Engage the Consumer
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
  • 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.

Build leading digital brand via integrated experience design and analytics
Digital brands are built by developing a true end-to-end experience, which encompasses every customer touchpoint across their life cycle.

Companies that invest appropriately can build the right analytics capabilities to segment their customers, and deliver the right messages to effectively engage the consumer.

Design a phenomenal customer experience
It is essential to deliver an exceptional “out of box” experience which, among other things, requires improved coordination between sales, marketing, engineering and support and, in some cases, going back to the “drawing board” to reinvent execution strategies to be more integrated and digitally transformed.

Empower digital trust
Strong digital trust is a cornerstone of brands being able to move buyers from inspiration to confidence. Certainly this requires designing and building all products and services with a security element in mind.

It also involves privacy and data control—offering value in exchange for information, and taking accountability for the data in the company’s possession.