Accenture: Consumer Technology Report 2012

Always On, Always Connected
Finding Growth Opportunities in
an Era of Hypermobile Consumers
The 2012 Accenture Consumer Electronics
Products and Services Usage Report
Enter w

Table of Contents
Introduction 3

Smart and Mobile 5

The Consumer Cloud Uplift 9

Ubiquitous “App-etite” 11

Where in the World? Globalization and
the Ongoing Shift in Purchasing Patterns 12

Multichannel Purchasing is Preferred 14

Taking Action on the Trends 15

Conclusion 15

Appendix: Additional Charts of Interest 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 virtual network 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 network-
based and almost two-thirds of consumers are now
downloading apps.

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


Figure 1: Survey Demographics

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
Gender is representative of the urban populations.
50% 50% Male

Female

Age
21% 16% 18-24 years

25-34 years

23% 35-44 years
19%
45-54 years
21% > 55 years

Country
Brazil

China
10% 10% France
10% 10%
Germany

10% India
10%
Japan
10% 10%
Russia
10% 10%
South Africa

Sweden

United States


Smart and Mobile
Consumers are adopting mobile technology At the same time, smartphone and tablet
so rapidly that the mobility trend is in PC ownership are rising steeply. In fact,
hyperdrive. While consumers still have in the past 12 months, the percentage-
strong ownership and usage of desktop or point increase in smartphone and tablet
laptop computers (90 percent own them), PC purchases almost equals the purchase
purchase intentions for computers are decrease of computers and mobile feature
slowly declining. phones (Figure 2).

Figure 2: Consumer Electronics Purchased in the Last 12 Months

Which of these consumer electronics have you purchased in the last 12 months?

More or equal purchases 2011 vs. 2010

Smartphone

GPS

Health and fitness device

Tablet PC

Blu-ray player

DVR

eBook reader

Portable gaming device 2011

Regular TV 2010

3-D TV
0% 5% 10% 15% 20% 25% 30% 35%

Fewer purchases 2011 vs. 2010

Computer

High-definition TV

Digital photo camera

Mobile phone

Game console

Netbook

Portable music player 2011

Digital video camera 2010

DVD player
0% 5% 10% 15% 20% 25% 30% 35%


Smartphone and Tablet While tablet computers are still in their Younger consumers (those 35 years of
infancy, ownership of these devices grew age or younger) are leading the adoption
Computer Ownership and by 50 percent last year (from 8 percent of of new technologies. Product categories
Purchase Plans Growing consumers owning them to 12 percent). most recently introduced to the market,
Exponentially Tablet computers are also the hot prospect such as smartphones and tablets, are
for sales in the coming months. Intentions to a higher extent owned by younger
As a growing number of consumers to purchase tablets in the next 12 months consumers (Figure 5). Furthermore, younger
replace mobile feature phones with more have doubled from last year—the largest consumers are more ambitious in their
sophisticated Internet-connected options, relative gain among the 19 technologies purchase intentions: A greater percentage
smartphone ownership has increased surveyed (Figure 4). Interestingly, as of younger than older consumers intend
significantly. In fact, smartphones have consumers buy highly mobile tablets, they to purchase products in each of the 19
quickly moved from being “new” to increasingly view their laptop PC as a more consumer electronics categories in the next
“mainstream” as the phone of choice. More stationary device. Fifty-eight percent of 12 months. Finally, younger consumers are
than half of consumers we surveyed now those owning or planning to buy a tablet more active on the consumer electronics
own a smartphone—up 25 points in the said they were motivated to purchase a they own. When asked “Which of the
past 12 months, or a growth rate of 89 tablet computer because it’s more mobile following do you do in a typical week on
percent over the previous year (Figure 3). than a laptop. (See sidebar, “Learning from your consumer electronics devices?” those
One-third of consumers purchased a the Early Adopters.”) 35 or younger lead the older generation in
smartphone in 2011, an increase of 15 any activity except more traditional ones
points in comparison with the previous year. such as emailing from a PC or mobile device.

Figure 3: Consumer Electronics Currently Owned

Which of the following consumer electronics do you currently own? Year-on-year
comparison, % points

Computer -3%
Digital photo camera -1%
DVD player -7%
Mobile phone -20%
High-definition TV 4%
Smartphone 25%
Regular TV -7%
Portable music player 0%
Game console 0%
GPS 4%
Health and fitness device 1%
Digital video camera -2%
DVR 2%
Portable gaming device -2%
Netbook 0%
Blu-ray player 3%
Tablet PC 4%
eBook reader 1%
3-D TV 2%
0% 20% 40% 60% 80% 100%

Which of the following consumer electronics do you plan to purchase in the next 12 months?
Year-on-year
2012 Consumer Electronics 2011 | 6
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comparison, % points Previous Next
Smartphone 3%

Figure 4: Plans to Purchase Consumer Electronics in the Next 12 Months

Year-on-year
2011 comparison, % points

Smartphone 3%
High-definition TV -5%
Computer -1%
Tablet PC 8%
3-D TV 1%
Blu-ray player 0%
Digital photo camera 0%
Netbook -1%
GPS -1%
Digital video camera -1%
eBook reader 1%
Game console 1%
Health and fitness device 1%
Mobile phone -8%
Portable music player 1%
DVR 1%
Portable gaming device 1%
DVD player 0%
Regular TV 0%
None of these 5%
0% 5% 10% 15% 20% 25% 30%

Figure 5: Differences in Consumer Electronics Ownership by Age

Which of the following consumer electronics do you currently own?

Differences: 18-34 consumers own more Differences: 35-55+ consumers own more
devices when compared to 35-55+ consumers devices when compared to 18-34 consumers

80% 80% 77% 18-34 years
72%
35-55+ years
70% 64% 70%
63%

60% 60%
52% 53%

50% 47% 50% 46%
45%
41%
40% 40%
32% 31%
28%
30% 25% 30% 24%

20% 17% 20%

10% 10%

0% 0%
Smartphone Portable Game console Portable Digital Mobile phone Regular TV Health and fitness
music player gaming device photo camera device

Note: Differences shown are on items where there is the largest gap
between age groups.


TV Viewing and Purchase fell to 32 percent this year, down from 35 (CRT) TVs, digital cameras and computers
percent in 2010. For high-definition TVs have the largest negative power rankings,
Intent Declining specifically, 20 percent of consumers plan representing the greatest decline in
As consumers can consume entertainment to make such a purchase in the next 12 anticipated purchasing relative to their
via more devices, apps and cloud services, months, down from 25 percent forecasting purchases last year.
their television use and purchase intent are they would purchase one last year.
Interestingly, the smartphone power
declining. In countries where a year-to-year
comparison can be made from our research Power Rankings Confirm the ranking has flipped from positive in 2011 to
negative in 2012. Purchase intentions for
data (United States, France, Japan, China, Hypermobility Trend smartphones continue to be very strong,
India), our survey found the percentage of
Accenture’s Consumer Electronics Power especially among younger consumers, but
consumers watching broadcast or cable TV
Rankings compare purchase intent in at a slightly declining rate relative to the
shows, movies or videos on TV, in a typical
the next 12 months to purchase history surge in purchases last year. The flattened
week, plummeted from 71 percent in 2009
and, in so doing, provide a high-level power ranking reflects the realities that
to 48 percent in 2011. Consumers are
indication of relative growth trends among more than 50 percent of consumers now
using multiple devices for entertainment,
consumer technologies. This year, the own the device and that it is moving
including to watch shows and videos. In a
power ranking leaders are 3-D TVs, tablet toward mass adoption in many regions of
typical week, 33 percent of consumers now
computers and eBook readers (Figure 6). the world.
watch shows, movies or videos on their
PCs, and 10 percent are watching such These technologies are forecasted to have
Country variations are also evident and
programs on their smartphones. the highest growth in purchases in the
in some cases significant: For example,
next 12 months relative to their purchase
despite a very high global power ranking
These trends are reflected in consumers’ rate last year. While 3-D TVs have the
(125 percent) for tablet computers, Brazil’s
purchase intentions for TVs. The percentage lowest ownership of all 19 technologies,
power ranking is almost three times
of survey respondents intending to consumers’ purchase expectations are
higher (at 317 percent), representing their
purchase any kind of TV (regular, high- driving the positive power trend. Mobile
optimism about future tablet purchases.
definition, or 3-D) in the next 12 months feature phones, DVD players, regular

Figure 6: Consumer Electronics Power Rankings

2011 Rank1 Product 2011 Power Trend2 2010 Rank 2010 Power Trend
1 Computer -35% 1 -39%
2 Digital photo camera -38% 3 -45%
3 DVD player -46% 4 -57%
4 Mobile phone -60% 2 -56%
5 High-definition TV -6% 6 9%
6 Smartphone -19% 10 26%
7 Regular TV -42% 5 -50%
8 Portable music player -13% 7 -37%
9 Game console 3% 8 -25%
10 GPS -8% 11 11%
11 Health and fitness device -3% NA NA
12 Digital video camera 72% 12 50%
13 DVR 36% 14 0%
14 Portable gaming device 0% 13 -25%
15 Netbook 29% 15 22%
16 Blu-ray player 72% 16 120%
1 Ranked by ownership, 1=highest
17 Tablet PC 125% 17 160%
2 Power trend calculated as (%
18 eBook reader 102% 18 133% intending to purchase next
year - % purchased last year) / %
19 3-D TV 321% 19 500% purchased last year


The Consumer Cloud Uplift
Consumers increasingly are reaching into Figure 7: Use of Online Services
the network for services and content. In fact,
only 12 percent of respondents reported Which of the following online services do you use?
that they don’t use any online services.

The online mailbox is by far the most
common online or cloud service that Online mailbox service
consumers use. Online games are ahead of
movie streaming, photo and video storage,
Online games
and music streaming in usage (Figure 7).
However, there are significant differences
by country. For example, Brazil, Sweden and
Movies/shows streaming
South Africa use online mailbox services
more than other countries do, whereas
China, the United States and Russia are Online photos/video storage
more likely to use online games.

As consumers experience the cloud, a Music streaming
majority (56 percent) are changing the
choices they make and how they behave.
The most frequently cited change was Online data backup/storage
related to entertainment, with 32 percent
citing they had stopped or almost stopped
18-34 years
renting or buying DVDs. Online document creation
35+ years
Among the younger generations, an even
greater proportion of consumers (67 Online calendar Global
percent) have changed their behavior due
to their use of cloud services. Thirty-eight
percent of younger consumers have stopped None of these
or almost stopped renting or buying DVDs,
and 16 percent said they had terminated 0% 10% 20% 30% 40% 50% 60% 70% 80%
or were considering terminating TV
subscription services. This is consistent with
our finding that younger generations are
using more entertainment services in the
cloud than their older counterparts.


Learning from the Early Adopters:
Tablet Computer Purchasers
A deeper analysis of the interests and behaviors of consumers owning or intending to own a
tablet computer within the next 12 months (whom we refer to as tablet purchasers) shows
they have a voracious appetite for the use of all forms of technology and applications.

As a consumer group, tablet purchasers are More specifically, they:
leading spenders on consumer electronics.
They have spent more on consumer • Conduct a wider range of activities on the As they attempt to fulfill their “app-
electronics in the past 12 months than electronic devices they own, especially etite,” tablet purchasers are not loyal to
their non-tablet-owning peers, and they tweeting/microblogging, downloading any one source for downloads. A higher
are planning to spend more on consumer apps, emailing from their mobile devices proportion of tablet purchasers download
electronics devices in the next 12 months. and reading electronic books. apps from all sources, including device
It’s no wonder, then, that tablet purchasers manufacturers, software providers’ app
• Utilize more cloud-enabled online stores, websites and wireless provider/
are more likely to use numerous devices,
services, more specifically streaming telecom companies’ app stores.
including smartphones, high-definition TVs,
movies and TV shows, data backup/
netbooks, 3-D TVs and eBook readers.
storage or online document creation. In summary, our data shows tablet owners
Tablet purchasers are also heavy users of to be significant spenders on consumer
• More frequently download apps and electronics of all kinds and aggressive
the technologies they own. They are more
currently use a wider variety of users of a variety of apps from a variety
likely to do a large variety of technology-
apps, especially those involving of sources. This group could present
based activities, download more apps and
leisure activities, fitness and health, significant opportunity for targeted
utilize more cloud services than those who
or traveling. marketing and cross-sell/up-sell initiatives.
are not tablet purchasers.


Ubiquitous Figure 8: Types of Apps Used

Are you using any of the following types of apps?
“App-etite” Currently use:
With the quest for mobility comes the
quest for apps. Increasing adoption of Information
smartphones and tablets is causing rapid
uptake in mobile media consumption, and Networking
64 percent of consumers now download
apps. Among this group, 49 percent have Entertainment
downloaded apps at least once a week in
the past 12 months. Younger consumers Navigation
are downloading more apps than older
consumers and do so more frequently. Use of apps in at
Financials least one category
Fifty-five percent of younger consumers
have downloaded apps at least once a 94%
Work related 93%
week in the past 12 months, compared
with 44 percent of older consumers.
Shopping
Information apps (such as news, sports or
weather) are the most mature app category Traveling
among consumers who have downloaded
apps, followed by networking (social/ Personal organization
professional networks) and entertainment
(such as music, single or group games, 18-34 years
Education
or videos) (Figure 8). Younger consumers
are more likely to use networking and 35+ years
Leisure activities
entertainment apps, while older consumers Global
Sample base: Respondents
lean toward financial apps and apps for
Fitness and health who downloaded apps
traveling. Regardless of age, the majority
of consumers (73 percent) who download 0% 10% 20% 30% 40% 50% 60% 70% 80%
apps typically download those that are free.

Manufacturers’ and device software
providers’ app stores are the preferred Figure 9: Where Consumers Download Apps
download locations (Figure 9), with far
fewer consumers currently downloading Where do you usually go to download apps?
apps from their wireless provider or
telecom company. Device manufacturer's app store
(Apple, Samsung, etc.)
Device software provider's app store

I'm using and downloading apps, but I
am not exactly sure from which source
The website of the company providing an app
related to their other products or services
(e.g., shopping mall, transport company)
My wireless provider/telecom company's app store

Other independent app store (e.g., GetJar)

All of the above

I do not download apps
0% 5% 10% 15% 20% 25% 30% 35% 40%


Where in the World?
Globalization and the Ongoing Shift in Purchasing Patterns
Emerging markets in aggregate show a Along with greater ownership of the latest
continued thirst for the latest technologies, consumer electronics, younger consumers
as they lead the growth in ownership and in every country but China spent a greater
purchase intent for many newer types percentage of their income on consumer
of devices. With the exception of India, electronics in the past 12 months than
consumers in urban areas of emerging did their older counterparts. In South
markets have spent a greater percentage Africa, for example, younger consumers
of their annual income on consumer spent 2.8 percent of income on consumer
electronics devices in the past 12 months electronics purchases compared with older
than have those in mature markets (Figure consumers, who spent 2.3 percent.
10). Chinese urban consumers, already
allocating the largest share of their income
toward consumer technology, plan to
slightly increase this share again in the
coming year.

Figure 10: Spending on Consumer Electronics

In the past 12 months, approximately how much have you spent on purchasing consumer electronics, such
as the ones listed previously?
Average spend vs. average annual income in the past 12 months:

Share of average
Average Spend (USD): Average Income (USD): annual income spent:

Japan 1,056 79,226 1.3%

United States 998 54,134 1.8%

Sweden 1,011 52,336 1.9%

Germany 1,005 49,420 2.0%

France 941 47,398 2.0%

India 867 46,309 1.9%

South Africa 940 36,681 2.6%

Brazil 1,135 29,694 3.8%

China 1,291 28,977 4.5%

Russia 1,006 27,752 3.6%

0051 0021 009 006 003
0
0
10000 20000 30000 40000 50000 60000 70000 80000
Sample base: Respondents who purchased electronic devices


So what newer electronics are driving to a laptop) and its status as the latest for the 2010 FIFA World Cup soccer
increased spending within emerging innovation in consumer electronics as tournament and still ongoing. Even for
markets? Different preferences exist reasons for their purchase. Perhaps most TVs, Internet connectivity is a driver of
across countries. interesting, consumers in emerging purchase plans. In Brazil, Russia, China
countries are using tablet computers and India, more than 30 percent of
• Smartphones: More urban consumers in much more often for professional use— consumers reported that connectivity is
South Africa have smartphones than any in several cases three times as much a reason for buying a new TV.
other country. For instance, 75 percent of as mature countries. In Brazil, South
urban South Africans own smartphones, Africa and India, in particular, tablets are Once they own devices, consumers in
compared with 20 percent of consumers used extensively for both personal and emerging markets also use their devices
in Japan. While demand for smartphones professional reasons (Figure 11). extensively. A higher proportion of
is certainly strong in South Africa, Russia consumers in emerging markets (such as
had the greatest growth in ownership • High-definition and 3-D TVs: Japan China, Russia and South Africa) than in
year-over-year, reporting 34 percent has the highest ownership percentage mature markets (such as Germany and
growth in those who own smartphones for high-definition TVs, but India had Japan) are conducting activities weekly
since 2010. the greatest year-over-year percentage on their devices. To do these activities,
increase in ownership of these devices. emerging-market consumers are much
• Tablet computers: Tablets for personal Russia had the greatest share of its more often downloading free apps than
and professional use are important population owning a 3-D TV, as well as paid apps. And they are taking advantage
across all urban emerging markets. China the most increase in ownership year- of online services more often than their
has the greatest ownership percentage over-year. Interestingly, 3-D TVs appear mature-market counterparts. Urban
(27 percent), while Brazil, China and to be most important in South Africa. consumers in China, India and Brazil are
India have the greatest purchase That country has, by far, the highest the largest users of online services (from
intentions for tablets in the next 12 power ranking for 3-D TVs at 855 online mailboxes to online data storage,
months, citing its portability (relative percent—perhaps influenced by a massive photos/video storage and document
3-D TV advertising campaign initiated creation), with Russia and South Africa
close behind.

Figure 11: Use of Tablets Personally and Professionally
20% Do you use/consider using your tablet computer for personal or professional usage or both?

00% 94% 76% 72% 68% 67% 61% 54% 47% 37% 35% 33%

80%
6%
60% 6%
5%

8%
5%
40% 6%
4% 3%
2%
20% 3%

1%
21% 26% 28% 30% 33% 41% 45% 57% 60% 61%
0% 5%

Japan Germany China Sweden France United Average Russia India South Africa Brazil
States

Sample base: Respondents owning or planning to purchase a tablet PC in the next 12 months Mainly personal

Mainly professional

Both


Multichannel Purchasing Is Preferred
While consumer electronics retailers remain their purchases. The preference for the While the desire to test and touch products
the dominant choice for purchasing new physical store does not vary by age group, remains a strong influence on where
devices, other channels (namely other retail suggesting younger consumers have the consumers purchase new technologies,
stores and online) have made significant same need to touch, feel and test products a multichannel experience ultimately
inroads in the past five years. Fifty-six as older generations do. drives greater sales success. Numerous
percent of consumers made purchases studies have shown that even if consumers
only in a physical retail channel last year, Nonetheless, other channels (namely other ultimately buy products in a store, many
compared with 20 percent who purchased retail stores and online channels) have research products online prior to making
only from an online channel (24 percent made significant inroads. Twenty-four their in-store purchases.
bought from both). percent bought at other retailers such as
department stores and discounters, while
Just over half (51 percent) of consumers 23 percent bought from a manufacturer’s
making purchases last year, did so at a branded store and 18 percent made
consumer electronics retailer’s store. The purchases at a telecommunication service
consumer electronics retail store is highly provider’s store. Consumer electronics
favored for purchases in Russia, Japan retailers’ investments in their Web presence
and China (Figure 12)—in these countries, are also bearing fruit. Eighteen percent of
more than 60 percent of those making consumers purchased from an eCommerce
purchases chose electronics retailers for pure-play, while 14 percent purchased
from the website of a brick-and-mortar
consumer electronics retailer.

Figure 12: Purchase Made at Consumer Electronics Retailer

In the last 12 months, where did you make your consumer electronics purchases?
80% Purchases made at a physical store:
Physical store – consumer electronics retailer (i.e., specialized electronics store that carries many brands)

70% 65%
63%
61%
60% 55%
53%
51%
48% 47%
50%
43%
38%
40% 36%

30%

20%

10%

0%
Russia Japan China Sweden Brazil Average South India United France Germany
Africa States


Taking Action on the Trends
The data in this survey paints a picture of values are fragmented due to demographics strategies. But one thing is clear: Consumers
consumers around the world striving to get (especially age and geography), social have come to expect everything to be
and stay connected wherever they are via factors and more. Thus, companies must be “appified” and will increasingly seek new
mobile technologies, abundant app choices careful to target unique customer segments apps to help organize and manage their
and a growing set of service alternatives based on their behavior and preferences Internet access and mobile experience.
from the cloud. The era of hypermobility and not as a single “emerging market.”
has numerous implications for consumer Furthermore, almost half of tablet owners
electronics companies as they work to With consumers highly valuing increased globally are using tablets to some extent
capture the greatest share of wallet among mobility, the cloud is an important for professional use. This is despite the
their target customers. component of manufacturers’ portfolios fact that large corporations are struggling
of content, applications and more. with issues of security, integration into
For instance, the younger consumer is As consumers switch to cloud-based existing IT environments, user support and
eager to spend, especially on newer and services, manufacturers should consider more. As consumers increasingly use tablet
mobile technologies, and particularly in adding entertainment services to their computers in the workplace, enterprise app
emerging markets. But our research also portfolio to capitalize on the high use development for smartphone and tablets
shows that while older consumers plan and growth opportunity this category will become a bigger necessity, not to
to buy fewer devices, they will spend in represents. Furthermore, they should make mention a new source of potential revenue.
aggregate almost as much money next it easy for consumers to switch between
year as younger consumers—forming devices (such as having a common Finally, profitable product portfolios
potentially highly profitable segments for user interface) as consumers become will have a focus on devices that meet
providers to target. increasingly device-agnostic in their daily consumers’ preference for mobility, from
technology-based activities. smartphones to tablets, while extending
Additionally, while emerging markets other categories such as the PC with
lead the growth of many consumer The mobile apps market likely will develop new form factors (e.g., ultrabooks) and
technologies, these markets are not in different ways in various regions based televisions with “connected” experiences.
uniform in consumers’ device purchase on factors such as smartphone penetration,
and use. The consumer base and buyer smartphone platforms and operator

Conclusion
In the past five years, Accenture’s Consumer Electronics Study has confirmed consumers’ love
affair with electronic devices. And as innovations in such technology continue, it doesn’t appear
that this affection will fade anytime soon. In fact, with mobility now the latest consumer
technology darling, providers of related devices and content enjoy a booming market that shows
no signs of slowing, at least in the foreseeable future.
In fact, as consumers connect in multiple ways across multiple devices, and consume more
content via cloud services and ubiquitous apps, consumer electronics providers are challenged
to keep pace. Leading providers will need to combine continual innovations in products, cloud
services and application offerings with sophisticated targeting of profitable consumer segments
to win the hearts and wallets of today’s hypermobile consumers.


Appendix:
Additional Charts of Interest


Figure A: Consumer Electronics Used Most Often

Which of the following consumer electronics do you currently own?
Of the consumer electronics you currently own, please rank the top 5 that you use most often.

Ranking from 1 to 5
Computer 86% 90%
Digital photo camera 51% 75%
Smartphone 50% 53%
High-definition TV 49% 54%
Mobile phone 49% 58%
Regular TV 37% 50%
DVD player 26% 58%
Portable music player 18% 38%
Game console 15% 33%
GPS 14% 32%
Netbook 11% 19%
DVR 10% 23%
Health and fitness device 10% 28%
Tablet PC 8% 12%
Top-5 most-used devices
Blu-ray player 7% 15%
Digital video camera 6% 24% Total ownership
Portable gaming device 6% 20%
eBook reader 3% 8%
3-D TV 3% 5%

0% 20%
Figure B: Country-Specific Purchase Plans for Selected Devices
40% 60% 80% 100%

Smartphones Computers Tablet Computers Netbooks

Brazil 33% 16% 30% 22%
33% 17% 31% 20%

China 43% 22% 26% 15%
37% 19% 26% 12%

India 38% 20% 24% 14%
35% 18% 20% 11%

South Africa 34% 23% 23% 7%
30% 21% 18% 9%

Russia 27% 22% 23% 22%
28% 17% 16% 15%

United States 35% 19% 22% 10%
18% 13% 12% 4%

France 30% 17% 13% 7%
19% 13% 10% 5%

Germany 25% 15% 11% 6%
16% 11% 7% 4%

Sweden 25% 21% 8% 5%
19% 14% 5% 4%
18-34 years
Japan 20% 11% 4% 5%
13% 10% 3% 3% 35+ years

Sample base: Total sample


Figure C: Motivations for Purchasing a Tablet Computer

What main reasons have motivated/are motivating your choice to purchase a tablet computer?

Is more portable than a laptop 58%

Is the latest innovation in consumer electronics devices 34%

Is more functional than a mobile phone 32%
Provides an additional computing device in the home
28%
at a lower cost than a desktop or laptop
Is replacing your current desktop or laptop 24%
Is quicker to start than a desktop or laptop 18%

Is easy to use for the whole family 16%

Is more fun to use than a desktop/laptop 15%

Is less expensive than a desktop/laptop 9%

Enables you to use more apps than a desktop/laptop 9%

Is considered as trendy by your family and friends 7%

Is replacing a netbook 7%

Is replacing an e-reader 6%

0 10
Sample base: Respondents owning or planning to purchase a tablet PC in the next 12 months 20 30 40 50 60

Figure D: Consumer Electronics Purchase Locations

In the last 12 months, where did you make your consumer electronics purchases?

Physical store – consumer electronics retailer 51%
(i.e., specialized electronics store that carries many brands)
Physical store – manufacturer's branded store
23%
Purchase (e.g., Apple store, Sony store, Nokia store)
made at a Physical store – communications service provider store
physical store (e.g., AT&T, British Telecom) 18%
Physical store – other (e.g., supermarket, department
store, general merchandise store such as Wal-Mart or 24%
Costco, home improvement store such as Home Depot)

Online – eCommerce website (e.g., Amazon, eBay, overstock.com) 18%

Online – consumer electronics retailer website (e.g., bestbuy.com) 14%
Purchase
made online Online – manufacturer's website (e.g., apple.com) 9%

Online – communication service provider website (e.g., verizon.com) 6%

Online - other retailer website (e.g., walmart.com) 8%

0 10 20 30 40 50 60


Figure E: Frequency of Conducting Activities on Consumer Electronics

Please indicate approximately how frequently you conduct each of the following activities in a typical week?

Searching for/reading general news and information on the Internet 31% 53% 84%

Working from home 28% 50% 78%

Emailing from my PC 21% 56% 77%

Watching broadcast or cable shows/movies/videos on TV 31% 43% 74%

Texting/SMS/MMS 15% 59% 73%

Connecting with people/playing games on social networking sites 26% 46% 72%

Listening to music 23% 45% 68%

Tweeting/microblogging 25% 39% 65%

Emailing from my mobile device 18% 44% 62%

Participating in communities of interest on the Internet 29% 30% 59%

Playing games 27% 29% 56%

Reading electronic books 23% 21% 43%

Watching streaming video on my TV 21% 19% 40%

Watching shows/movies/videos on my PC 22% 17% 39%

Watching shows/movies/videos on my smartphone 17% 21% 38%

Educational activities 19% 15% 34%

Managing my health or that of family members 16% 13% 29%

Online banking 17% 7% 24%

Paying in a store for a good or service with my electronic device 10% 10% 20%

9% 10% 19% Once per day
Downloading and using new apps on my smartphone or tablet computer
Several times a day
Managing personal digital photos and videos 10% 9% 19%

Using maps and global positioning; getting directions 9% 9% 18%

Online shopping/eCommerce 6% 5% 11%
0 20 40 60 80 100


Figure F: Use of Selected Apps by Country
Are you using any of the following types of apps?
Apps currently used: Country comparison on Top 5 apps

Information Networking Entertainment Navigation Financials

United States 75% 57% 58% 58% 41%

Japan 64% 27% 42% 56% 41%

Germany 69% 44% 43% 53% 26%

France 74% 39% 50% 60% 45%

Sweden 70% 55% 55% 62% 44%

Average 69% 58% 56% 54% 47%

Brazil 64% 70% 61% 52% 40%

Russia 70% 57% 47% 57% 48%

India 63% 61% 64% 36% 43%

China 78% 68% 73% 58% 66%

South Africa 68% 76% 55% 59% 55%
0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80 0 10 20 30 40 50 60 70 80

Sample base: Respondents who download apps
Sample base: Respondents who download apps

Figure G: Behavior Changes Resulting from Using Online Services
Has your use of these online services changed your behavior in any of the following ways?

Stopped/almost stopped 38% 18-34 years
renting or buying DVDs 27%
35+ years
Share more personal content 29%
with your family/friends 23%

Access your personal content 26%
from more locations than before 17%

Access your personal content 24%
from more devices than before 14%

Stopped/almost stopped downloading 18%
music to your devices 12%

Stopped/almost stopped downloading 17%
movies to your devices 12%

Terminated/considered terminating 16%
regular cable TV subscription 9%

Stopped/almost stopped using 9%
productivity applications on my PC 6%

No change in behavior 33%
51%

Sample base: Respondents who use online services 0 10 20 30 40 50 60


Accenture is a global management
consulting, technology services and
outsourcing company, with more than
244,000 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$25.5 billion for the fiscal
year ended Aug. 31, 2011. Its home page
is www.accenture.com.

Copyright © 2012 Accenture This document is produced by consultants at Accenture
All rights reserved. as general guidance. It is not intended to provide
specific advice on your circumstances. If you require
Accenture, its logo, and advice or further details on any matters referred to,
High Performance Delivered please contact your Accenture representative.
are trademarks of Accenture.

Accenture: Consumer Technology Report 2012

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