Everyone's a Screenager. Now what? Five trends from the 2015 Digital Consumer Survey

Everyone's a Screenager. Now what? Five trends from the 2015 Digital Consumer Survey

Enter

The Big Picture A world of opportunity

Everyone’s a Screenager.01 Wanted: A Better

Digital Life02 Are You Trustworthy?03 Loyalty Must Be

Earned.04 A World of Opportunity.05

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.

These screenagers are maturing fast. They love and enjoy digital experiences, but they’re also experiencing growing pains…and they’ll switch providers when quality and/or usability don’t measure up.

Digital loyalty must be earned everyday. No one “owns” a screenager, they’re shared among many different companies and services. But they have one thing in common. They’re more cautious than ever about whom they share their data with. Trust is becoming the new digital currency.

Now what? Screenagers are driving a great world of opportunity.

New digital services and businesses are emerging all the time. And in a digital competitive landscape that’s wide open and constantly changing, Communications, Media & Technology providers have a huge new wave of growth in front of them.

Game on.

We’re focusing on five mega-trends from 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 behaviors into profitable business opportunities.

Everyone's a Screenager.The new digital lifestyle crosses all age groups. It’s hyper-connected, multi-function and multi-screen.

01







What's happening?

The new digital lifestyle crosses all age groups. It’s hyper-connected, multi-function and multi-screen.

Now that connectivity’s a given, the second wave of digital is breaking all around us. Welcome to the hyper-connected world. Connected device penetration is maturing rapidly across all age groups and we’re seeing a new breed of digital consumers: the “screenagers”.

As highly connected owners of multiple devices, these screenagers have insatiable digital appetites. They’re not owned by any one provider. They’re shared amongst many. And they’re wide open to change. Always on the lookout for next-generation intelligent devices – from smarter watches to ever-smarter TVs – they’re also exploring new ways of consuming content.

More movies and sports games are being watched over the internet than ever before. That doesn’t mean the death of traditional TV anytime soon. But it does point to a new level of maturity in the digital marketplace. It’s a multi-screen, multitasking environment so when screenagers are living their digital lives, expect them to be monitoring their health via smartwatches, securing their home online and second-screening with digital devices such as smartphones, laptops and tablets.

Facts in Focus

Hyper-connected consumers have an insatiable digital appetite.




40% of 24-54 year-olds own a combination of tablet, laptop/desktop and smartphone.

87% of TV viewers use a second device such as smartphone or tablet or PC/laptop simultaneously.

68% of 14-17 year-olds plan to buy a smartwatch in the next 5 years.

89% of consumers watch long-form video over the Internet.

83% of consumers read news online daily and weekly.

61% planning to buy a TV next year will buy a connected HDTV.

Wanted: A Better Digital Life.Quality and usability are now the difference between success and failure.

02







What's happening?

Quality and usability are now the difference between success and failure.

Screenagers are busy building their digital lives. But as they gain in maturity, they’re experiencing growing pains, especially where out-of-box or out-of-home experiences are concerned. Of all the consumers who purchase intelligent devices, 83 percent have difficulties using them. The technology’s available, but it’s either too complicated to use, too frustrating to set up, or too difficult to connect to the internet.

That’s not all. We know screenagers are watching much more long-form content online. But all too often it’s a sub-standard experience. Most of them are frustrated by poor broadband connections at home. And on the move, over half are complaining when accessing online video via their mobile devices. Unreliable broadband also has potentially critical impacts for the connected home, remote health applications and security control – services where downtime can have very serious consequences.

One-third of the consumers surveyed said that ease of use is the key factor when buying an intelligent device. Screenagers are demanding. They want a better digital life – and that means reliable and simple technology that provides seamless experiences, wherever they are. If services and devices don’t meet their high expectations, they’ll switch to another provider. After all, there’s no shortage of choice out there.




Screenagers are disenchanted with aspects of their digital life.

And churn is the risk.

83% of consumers have difficulty using their intelligent devices.

83% get annoyed when experiencing TV interruptions due to poor internet broadband connections at home.

53% of viewers have poor mobile broadband connections on a daily and weekly basis when watching online video.

39% are planning to switch to another home internet service provider in the next year looking for a better digital life.

Facts in Focus

Are You Trustworthy?Consumers are cautious about who they share their data with.

03







What's happening?

Consumers are cautious about who they share their data with.

In this new hyper-connected world, screenagers expect the devices that they are bringing online to work securely and as anticipated. That’s a given. But they’re still sometimes unsure that their personal data is really secure.

In fact, the majority of consumers lack confidence that their personal data is adequately protected online. This is especially true in the more mature markets of Europe and North America. So it’s no surprise to see them placing their trust in brands with which they’ve already established relationships (telcos and consumer electronics companies, for example).

It’s a potentially huge advantage for incumbent players. Digital trust is the gateway to monetizing data value. Companies that can leverage and maintain this trust will have powerful differentiation in a crowded market – allowing them to convert data into growth, instead of risk.




Consumers are cautious...

...so they prefer to trust established brands.

54% of digital consumers are cautious about the information they share due to lack of confidence in the online security that protects their personal data.

1 2 3

Telecom Operators

Commercial Banks

Consumer Electronics Companies

Facts in Focus

Loyalty Must Be Earned.Brand alone is not enough. But companies that improve and simplify consumers’ digital lives can be winners.

04







What's happening?

Brand alone is not enough. But companies that improve and simplify consumers’ digital lives can be winners.

Loyalty is a fragile commodity. In a multi-choice world, screenagers’ consumption is volatile and brands must continuously prove service quality and reliability. People are ready to switch allegiance if their expectations are not met…or when something new comes along.

The message for service providers and device manufacturers is to take nothing for granted. Consumers that favor their traditional providers for quality video are in a minority. When they’re looking for a new smartphone, most users say they will try a new brand over one that they already own. Over-the-top providers have work to do before they are seen as preferred Pay-TV providers.

The good news is that valuable rewards are on offer for service providers that can simplify and improve consumers’ digital lives. The vast majority of screenagers say they prefer to buy bundled solutions from the same provider. And over half of them are ready to pay more for a faster and more reliable internet connection.

In other words, keep it simple and make it work, seamlessly. Always.




Loyalty is uncertain.

Brands have to capitalize on improving and simplifying consumers' digital lives.

Only 31% favor their traditional providers—broadcasters, cable companies or telcos— for quality video.

Only 32% of consumers looking to buy a specific smartphone already own devices from the same brand.

Only 13% will select over-the-top brands as pay-tv providers.

79% prefer a bundled solution from the same provider.

51% are ready to pay more for a faster and more reliable internet connection to watch the TV/movies/videos they want anytime.

Facts in Focus

A World of Opportunity.The digital competitive landscape is still emerging and the playing field is wide open.

05







What's happening?

The digital competitive landscape is still emerging and the playing field is wide open.

The surge in appetite for connected, intelligent devices – smartwatch-based devices, in-vehicle entertainment systems, wearable health devices, and home surveillance systems, to mention just a few – opens doors for service providers across the spectrum.

New types of services and businesses are emerging all the time. And convergence between them is redefining traditional value chains – and the way money flows through them. Business models are being transformed every day and the new, wide-open playing field is attracting competition from multiple sources – other industries and new disruptive players.

None of this means that the game is over for established Communications, Media & Technology players. Provided they act now to become digital businesses, leveraging their enormous strengths in credibility, trust, proximity and quality of experience, they will be ready to compete and differentiate. To become the Disruptors instead of the Disrupted. That has to be a prize worth playing for.




Top 3 preferred service providers for today and in the future:

Specialist Company

Specialist Company

Device Manufacturer

Device Manufacturer

Specialist Company

Telco

Specialist Company

Telco

Device Manufacturer

Telco

Device Manufacturer

TelcoHome Surveillance Systems

Wearable Health Devices

In-vehicle Entertainment Systems

Smartwatch-based services

1 2 3

Facts in Focus




Summing Up Accelerate your digital transformation

Welcome to your marketplace – hyper-connected, multitasking screenagers using a rapidly expanding range of ever more intelligent devices.

The end-user has moved to the center of every digital experience. And loyalty cannot be assumed…screenagers demand more, better, easier, faster, safer.

From video quality to broadband reliability, device compatibility, billing transparency, payment methods, personalized service and more, every consumer touchpoint must be constantly monitored and optimized to deliver the best possible experience, every time.

Established service providers – notably telcos and device manufacturers – have an opportunity to leverage the high levels of trust consumers invest in their brands.

But for all providers in this space, incorporating standalone digital technologies into the organization is no longer enough. Instead, digital technologies need to be embedded and leveraged to holistically transform their businesses into digital businesses and compete for the big market prize.

Smart companies are accelerating their digital transformation – today – so they can keep on becoming tomorrow’s leaders.

Ready, Steady, Go!

About the 2015 Accenture Digital Consumer SurveyThe 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.

About Accenture Accenture is a global management consulting, technology services and outsourcing company, with approximately 336,000 people serving clients in more than 120 countries. Combining unparalleled experience, comprehensive capabilities across all industries and business functions, and extensive research on the world’s most successful companies, Accenture collaborates with clients to help them become high-performance businesses and governments. The company generated net revenues of US$30.0 billion for the fiscal year ended Aug. 31, 2014. Its home page is www.accenture.com.

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AuthorsMarco Vernocchi Senior Managing Director Communications, Media and Technology Global Digital Lead

Robin Murdoch Managing Director Communications, Media and Technology Global Internet and Social Lead

Bouchra Carlier Senior Manager Accenture Research

Join the conversation: #digiknow | www.accenture.com/screenager

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