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DYNAMIC DIGITAL CONSUMERS

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.

Insights from the 2017 Accenture Digital Consumer Survey of 26,000 consumers in 26 countries 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.

KEY FINDINGS

Insights from the 2017 Accenture Digital Consumer Survey reveal four key findings about today’s dynamic digital consumers and their technology intrigue:


DOWNLOAD INFOGRAPHIC FOR GLOBAL RESULTS [PDF] DOWNLOAD INFOGRAPHIC FOR TURKEY RESULTS [PDF]

ARTIFICIAL INTELLIGENCE (AI)
is taking a central role in consumers’ lives

1/3
are interested in using a voice-enabled digital assistant in smartphones

52%
interact through AI-powered live chats or mobile apps on a monthly basis

70%
are comfortable with an AI responding to their query


Perceived benefits of AI over human advisors

81% say available anytime 75% say  less biased 76% say faster engagement

ENGAGING EXPERIENCES
are spurring demand for smartphones


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

Graph

TOP REASONS for buying a smartphone in the next 12 months

New features

Graph

Improved functionality

Graph


PURCHASE INTENT for PERSONALIZED SERVICES in the next 12 months

25% Health assistant

25%
Health assistant

18% Smart trip assistant

18%
Smart trip assistant

23% Personal assistant

23%
Personal assistant




NEW ACCESS MODELS
are emerging

88% of consumers planning to purchase a new smartphone are open to leasing or buying a used model

88%
of consumers planning to purchase a new smartphone are open to leasing or buying a used model

83% are interested in using a device with an eSIM if available

83%Arrow
are interested in using a device with an eSIM if available

45% cite the top reason as the ability to switch service providers more easily

45%
cite the top reason as “the ability to switch service providers more easily”

Consumers want to be more engaged in
MANAGING THEIR DATA

95% are concerned with the security of their online financial transactions

95% are concerned with the security of their online financial transactions

84% say it’s important for them to review and control their personal online data

84% say it’s important for them to review and control their personal online data

73% want better instructions on how to do it

73% want better instructions on how to do it

RECOMMENDATIONS

Three 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.AI is central to understanding the needs and desires of different consumers, personalizing services, and driving demand.
EMBRACE NEW ACCESS MODELS
Now is the time to stake a position in an as-a-service consumer market. As dynamic consumers increasingly resist being locked into hardware purchases, providers can create more dynamic operations and customer relationships if they look beyond the hardwarepurchase
HELP CONSUMERS MANAGE THEIR DATA
Greater transparency is required as consumers now 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.

Dynamic Digital Consumers

Live from CES 2017

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The Race to the Smart Home

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.

DOWNLOAD THE FULL ARTICLE [PDF]

2017 CES Stories to Watch

The Consumer Electronics Show (CES) in Las Vegas, 5-7 January 2017, one of the industry’s largest and most important forums, draws in over 165,000 attendees from more than 150 countries. To cut through the mass of products and information at CES 2017, Accenture has identified the five most important stories to watch.

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IN THE NEWS

DYNAMIC DIGITAL CONSUMERS

2017 CES STORIES TO WATCH

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