Accenture Consumer Electronics

Always On, Always Connected
Finding Growth Opportunities in an Era of Hypermobile Consumers The 2012 Accenture Consumer Electronics Products and Services Usage Report
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Table of Contents
Introduction Smart and Mobile The Consumer Cloud Uplift Ubiquitous “App-etite” Where in the World? Globalization and the Ongoing Shift in Purchasing Patterns Multichannel Purchasing is PreferredTaking Action on the Trends Conclusion Appendix: Additional Charts of Interest 3 5 9 11 12 14 15 15 16

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The data is in and the findings are clear: The movement to mobility is at full throttle. Smartphones and tablets are the “power players” in technology growth rates, helping consumers use their virtualnetwork to access a growing portfolio of content, services and apps. In fact, four of the five most common weekly activities performed on consumer electronic devices are networkbased and almost two-thirds of consumers are now downloading apps.
For five consecutive years, Accenture’s Electronics & High Tech industry group has studied preferences for consumer technologies and services. This annualresearch is intended to help consumer technology executives better understand the purchase patterns and use of consumer technologies and to gain deeper insights into global differences. Our 2012 study, which is based on a September 2011 survey of more than 10,000 consumers across 10 countries (Figure 1), shows consumers enthusiastically making their networked lives more robust: connecting in more thanone way and on multiple devices, consuming more content, and doing it all on the go. Specifically, our research has identified five trends for manufacturers and service providers to consider as consumers strive to be “always on, always connected”: • Smart and mobile: Consumers are reaching a state of “hypermobility,” rapidly adopting mobile technologies and downloading apps that keep themconnected anywhere, anytime. As a result, TV viewing and purchase intentions are declining. • The consumer cloud uplift: Consumers are increasingly reaching into the network and modifying their behaviors as they rely on cloud services. • Ubiquitous “app-etite”: Consumers’ use of electronics is more and more dependent on the exploding number of apps now within their reach. • Where in the world?Globalization and shifting purchase patterns: Emerging markets lead the growth of many consumer technologies, but these markets are not uniform in consumers’ device purchase and use. • Multichannel purchasing is preferred: While consumer electronics retailers remain the dominant choice for device purchases, other channels (namely other retailers and online) have made significant inroads in the pastfive years. On the following pages, we explore these findings in more detail and discuss the implications they have for companies looking to capitalize on the emerging opportunities in this era of the always on, always connected consumer.

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Figure 1: Survey Demographics

Gender 50% 50% Male Female

Note:Our research is statistically representative of the general population in every country except in Brazil, China, India, Russia and South Africa, where the sample is representative of the urban populations.

Age 21% 16% 18-24 years 25-34 years 19% 21% 23% 35-44 years 45-54 years > 55 years

Country Brazil China 10% 10% 10% 10% 10% 10% 10% 10% 10% 10% France Germany India Japan Russia SouthAfrica Sweden United States

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Smart and Mobile
Consumers are adopting mobile technology so rapidly that the mobility trend is in hyperdrive. While consumers still have strong ownership and usage of desktop or laptop computers (90 percent own them), purchase intentions for computers are slowly declining....