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South Africans are Screenagers. Now what?

Five trends from the 2015 Accenture Digital Consumer Survey

Overview

Digital’s everywhere. Hyper-connected, embedded, increasingly intelligent: in short, consumers can’t imagine a life without it. The new digital lifestyle spans all age groups. It’s multi-screen, multi-function and multi-device, and it’s shaping a new world of experiences.

Bottom line? Everyone’s a screenager.

We’re focusing on five mega-trends from the South African data of the 2015 Accenture Digital Consumer Survey. Consumers are transmitting some emphatic messages. They’re pointing to a new maturity in digital and it’s time for service providers and device manufacturers to turn on, tune in and transform these new digital behaviours into profitable business opportunities.

 

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EVERYONE’S A SCREENAGER

South African Screenagers are disenchanted with aspects of their digital life.

36%
of 24-54 year-olds
own a combination of tablet, laptop/desktop
and smartphone.
68%
of 14-17 year-olds
plan to buy a
smartwatch
in the next 5 years.
83%
of SA consumers
watch long-form
video over the
Internet.
80%
of SA consumers
read news online
daily and weekly.
52%
planning to buy a TV
next year will buy
a connected HDTV.

ABOUT THE SURVEY

The 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 United States.

The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55+. The survey polled respondents about their usage, attitudes and expectations related to digital devices ownership, content consumption, broadband constraints, digital trust and the internet of things.