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Overview

Screenager ++

Multiplied Experiences. Real-time Emotions.

Here we are, the Screenagers ++. Our screen-centric devices have become appendages we cannot live without, as hyper-accelerated growth has amplified our dependency on real-time consumption, constant connectivity and an ever-expanding universe of expectations. Our digital maturity has reached a new and higher level.

From sprint to full stride, screenagers have multiplied faster than imagined. Today, not only are there more digital consumers, but more consumers own multiple smart devices. This is creating an array of new digital services and experiences, and more significantly, a "multiplier effect" that is generating more business opportunities at scale across every industry, age group and facet of human life.

Habla español? Read the Digital Consumer Survey in Spanish.

We have identified five mega-trends that are distilled and analyzed from Accenture's 2016 Digital Consumer Survey to help companies disrupt the status quo and connect with customers like never before.

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Screenagers Worldwide

Accenture’s Screenager++ insight goes local

Hyper-accelerated growth has amplified Screenagers’ dependency on real-time consumption, constant connectivity and an ever-expanding universe of expectations. Their digital maturity has reached a new and higher level.

Accenture’s annual analysis of the five mega-trends from Accenture's 2016 Digital Consumer Survey helps companies disrupt the status quo and connect with customers like never before.

To provide companies with local insight, Accenture has traversed the globe to explore the behaviours and expectations of screenagers in 28 countries. Join our journey to discover more.




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Trend 1

The Multiplier Effect

Trend 2

You, Me & IoT

Trend 3

Lost in Transmission

47%
are concerned about
privacy & security issues

83%
think advertising interruptions while
watching digital content are too
frequent

Trend 4

04 The Way You Make Me Feel

Screenagers Demand More or Nothing

As screenagers become more mature, sophisticated and selective, their wallets won’t open without good reason. 71 percent said that a large range of products and services that work well together will encourage them to purchase more. For now, however, they are only planning to increase their budget by 13 percent because they already have their devices, and are ultimately looking for innovative experiences, services, features and content.

Companies need to keep screenagers at the center of their market approach more than ever before. Knowing who their customers are, what they like and what they’re ready and willing to pay for is critical, and the difference between success and obsolescence.

The Way You Make Me Feel


Only 13%

plan to increase spending on
smartphones, tablets and
laptops.

41%
intend to purchase a
smartphone in the next year to
get the newest and most
innovative features.

TREND 5

05 The Brand Engagement

Quality, Simplicity & Emotional Trust

Loyalty is a delicate balance to create and even harder to maintain. While no one owns the screenager, emotional trust is created by the right services, simplicity, identity, quality, privacy and products. This is fundamental to create engagement—76 percent of consumers think quality brands will encourage them to purchase more products and services.

Screenagers may say they love you, but they live and breathe real-time emotions. Unless you maintain constant brand engagement across all channels, you will quickly lose your audience—with 60 percent ready to switch to a new provider for better service.

Establishing and maintaining brand engagement—without compromise—is critical to reaching screenagers and keeping them connected.

The Brand Engagement

76%
think quality brands will encourage
them to purchase more products and
services.

60%
are ready to switch to a new
provider due to poor mobile
connections and viewing experience
(+17% points from 2015)

ABOUT THE SURVEY

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.