2017动态数字消费者报告

1、EVER-CHANGING EXPECTATIONS AND TECHNOLOGYINTRIGUEENTERvDYNAMIC DIGITAL CONSUMERSEVER-CHANGINGEXPECTATIONSANDTECHNOLOGYINTRIGUEDigital disruption is reinventing consumer expectations. Factors driving this disruption include always on connectivity, pervasive social media, the rapid rise of voice recog

2、nition and artificial intelligence, and increasingly interactive user experiences across the entire customer lifecycle and across all channels.Consumers expect their experience to “automagically” adapt whenever they engage physically, digitally and emotionally. And no w advanced computing techniques

3、 can harness expanding volumes of personal data (e.g. search, social, geo-tagged sensors, payments, shopping carts, speech) to create the magic behind new hyper-personalized experiences.Insights from the 2017 Accenture Digital Consumer Survey of 26,000 consumers in 26 countries reveal four key findi

4、ngs about todays dynamic digital consumers and their technology intrigue:Artificial Intelligence(AI) is taking a central rolein consumers livesConsumers want to be more engaged inmanaging their dataEngaging experiences are spurring demand for smartphonesNewaccessmodels are emergingHYPER- PERSONALIZA

5、TIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvARTIFICIALINTELLIGENCE (AI)ISTAKINGA CENTRAL ROLE IN CONSUMERS LIVESHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvARTIFICIAL INTELLIGENCE(AI)ISTAKINGACENTRAL ROLE IN CONSUMERS LIVESConsumers now routinely use AI-driv

6、en features such as digital voice assistants. An impressive 84 percent of 14-to-17 year olds currently use or are interested in using the voice-enabled digital assistant in their smartphone.And, interest is not limited to younger generations. About one-third of consumers in every age group are inter

7、ested in these features. Currently, stand-alone, digital voice-enabled assistants are more exclusively in the hands of early adopters, but a strong majority of early adopters are using them on a daily basis. Such pervasive usage should lead to advocacy andis a positive signalforthiscategory as it re

8、presents a much more enthusiastic adoption pattern than many new product categories recently released.Furthermore, consumers are increasingly comfortable interacting with AI-enabled capabilities. 50 percent of all consumers interact with their service providers through live chats or mobile messaging

9、 apps on a monthly basis, and 85 percent of those say it feels like its easier to get in touch through these methods. These live chats and messaging apps are increasingly supported by AI-driven chatbots. While justa few short years ago many customers resisted chatbots and other computerized customer

10、 service features, now 62 percent are comfortable with an AI application responding to their query. Consumers see big benefits over human advisers too: Itsavailable any time; itsless biased; and, itsfaster to engage. In fact, consumers appear to be readily accepting AI-enabled capabilities as long a

11、s they get their objective accomplished.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvCurrent use and interest per age group for embedded voice-enabled digital assistants in smartphones and PCs/laptopsAre you currently using embedded voice-enabled digital assistants?No, b

12、ut I am interestedYes, regularlyNo, and Im not interestedYes, just started1417 years old1834 years old3555 years old55+ years oldCanada27%Germany28%USA46%High-usage countries (x-age groups)Low-usage countries (x-age groups)China55%India55%Sample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MO

13、DELSBUILDING TRUSTAI CENTRALWHAT NOW?vv50%7%38%14%30%23%16%31%8%35%13%35%15%32%20%33%Benefits of interacting with computer based applications rather than human advisorsPercentage of respondents selecting “Completely Agree” or “Agree”84%Available anytime68%Less biased68%faster to engage65%Faster to p

14、rovide service64%Communicate more politelySample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvThe Engage Me Index based on total population ready for hyper-personalized servicesConsumers in UAE and Singapore are most ready for hyper-personalized servic

15、es, but when inclusive of the size of the population, China, India, US and Brazil top the readiness list.China 294 MconsumersUK29% of populationUSA29% of populationBrazil 50 MconsumersUAE39% of populationSingapore 35% of populationTop countries by percentage of the total population ready for hyper-p

16、ersonalizedservicesIndia 153 MconsumersTopcountries in actual numbers of people ready for hyper-personalized servicesSample: Total populationThe growing acceptance of AI-enabled functionality is one significant indicator that todays dynamic digital consumers are ready for far-reaching hyper-personal

17、ized services. But truly understanding consumer readiness for hyper-personalized services is a more complex algorithm than what is expressed just by interest. Readiness is influenced by attributes such as connectivity, the density of personalized data the consumer generates, how much consumers trust

18、 providersand how enthusiastic they are toward services they currently use. By analyzing survey data across these factors Accenture created the Accenture Engage Me Index,1 a tool to help service providers tomoredeeplyunderstandthereadinessofspecificconsumer segments for hyper-personalization. From a

19、 global perspective, this index shows that consumers in UAE and Singapore are most ready for hyper-personalized services, but when inclusive of the size of the population, China, India, US and Brazil top the readiness list.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvENG

20、AGINGEXPERIENCESARE SPURRING DEMAND FOR SMARTPHONESNEW ACCESS MODELSBUILDING TRUSTHYPER- PERSONALIZATIONAI CENTRALWHAT NOW?vvENGAGING EXPERIENCESARE SPURRING DEMAND FOR SMARTPHONESAfter dropping to a five-year low of 48 percent in 2016, consumer purchase intent rebounded six percentage points global

21、ly in this years survey.Acombinationoffactorscouldbecontributingtothis, butnewexperiences enabled by augmented (AR) and virtual reality (VR) are central. Newfeatures and functionality are key drivers for smartphone purchases. In fact, “accessing the newest and most innovative features” rose 10 perce

22、ntage points as a primary reason why consumers are planning to purchase a new smartphone next year.Smartphone purchase intent in the next 12 months52% 201454% 201548% 2016Consistent with their interest in hyper-personalization, consumers have shown strong enthusiasm for AR and VR-enabled games for s

23、martphones. And they areinterestedinarangeof AR/VRapplicationsbeyondgaming, including learning new skills, meeting virtually with remote friends/family, getting localized information about places they are visiting and viewing 3D manuals.54%2017Consumers value personalized services that make life eas

24、ier and seamless and 50 percent are comfortable with services becoming increasingly personalized throughtheuseoflargeamountsofpersonaldata. Servicessuchasahealth assistant, a smart trip assistant and a personal assistant are ranked most useful by both young and older consumers, are perceived to be m

25、ore “cool” than “creepy” and, correspondingly, enjoy the highest overall purchase intent. While the monetization model for hyper-personalized services is still being determined, pragmatic services that simplify increasingly hectic lives seem to have universal applicability and enthusiasm.Sample: 25,

26、996 respondentsNEW ACCESS MODELSBUILDING TRUSTHYPER- PERSONALIZATIONAI CENTRALWHAT NOW?vvTop reasons for buying a smartphone in the next 12 monthsNew featuresImproved functionality41%33%2016201651%45%20172017AR/VR-enabled services driving most consumers interest34%LEARNNEW SKILLS29%MEETVIRTUALLY28%2

27、8%VIEW3D MANUALS26%TRY ONNEW CLOTHESGETLOCAL INFOSample: 25,996 respondentsNEW ACCESS MODELSBUILDING TRUSTHYPER- PERSONALIZATIONAI CENTRALWHAT NOW?vvPurchase intent for personalized servicesTotal intention to sign upBetween 35 yearsIn the next 12 monthsNo intentionBetween 13 yearsMy health assistant

28、 Smart trip assistant My personal assistantHome mood-atmosphere assistantEntertainment advisorEvent advisor My fashion assistant60%59%56%51%51%50%43%Sample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv57%50%12%49%12%49%44%16%41%16%40%18%11%17%15%20%18%

29、21%18%11%20%20%22%18%24%19%23%19%NEWACCESS MODELSARE EMERGINGHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvNEW ACCESS MODELSARE EMERGINGCONSUMERS PLANNING TO BUY A NEW SMARTPHONEthat are interested in another type of ownership access or purchase modelConsidering historica

30、l patterns in used device purchases, a potentially dramatic shift in how people are buying and accessing devices and services is on the horizon.Consumers have strong interest in new device acquisition models, such as leasing/renting and used phone purchase. Morethan three-fourths of global consumers

31、 planning to purchase a new smartphone are open to other ways to access a new phone. Among US consumersthisfigurereaches 88 percent withthe majority interested in the usedphonemarket.52%of all US consumersplan to buy a smartphone in the next 12 months88%of those consumers are open toeSIM2 may also a

32、ffect purchase cycles and carriers relationswithconsumers as thechipgivesdevice owners the ability to compare networks and select services at will, directly from the device. More than two-thirds of consumers are interested in using a device with an eSIM in the next 12 months, if available, and the t

33、op reason for interest in an eSIM card is “the ability to switch service providers more easily.”60%of thoseopen to new purchase models are interested in buying a used phoneHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv68%ARE DEFINITELY OR PROBABLY INTERESTED IN USING A DE

34、VICE WITH AN eSIM IN THE NEXT 12 MONTHS IF AVAILABLEMain benefits of using devices with eSIM cards50%ABILITYTO SWITCH PROVIDERS MORE EASILY40%BACKUP OF PERSONAL INFORMATION FILES33%AVOIDHAVING TO CHANGE OR USE DUAL SIMSSample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI

35、 CENTRALWHAT NOW?vvCONSUMERS WANT TO BE MORE ENGAGED INMANAGINGTHEIRDATAHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvCONSUMERS WANT TO BE MORE ENGAGEDINMANAGING THEIR DATADespite companies concerted efforts and successes in increasing data security, this year signals tha

36、t consumer confidence in the security of their personal data is eroding. In fact, when it comes to personalized services, top consumer concerns include the security of financialdata and identity theft.Accentures survey shows that one important way to increase consumer confidence is to engage consume

37、rs more in managing their data. Nearly all (87 percent) consumers believe it is important for them to be able to review and control their personal data online. However, three-fourths do not find it easy to manage that data.87%of consumers believe it is important to be able to review and control thei

38、r personal dataonline.3/4Consumers also indicate they are in flux over whom to trust as providers considered most trusted in the past declined in consumer confidence. The good news for device manufacturers is that consumer trust in them has grown, while consumer trust in other types of service provi

39、ders has decreased. It is a critical time for companies to reexamine how to maintain trust as consumers sort out whom to trust and how to operate inadigitalworldthatisincreasinglydependenton their sharing of personal data.however,donotfind iteasy to manage that data.HYPER- PERSONALIZATIONNEW ACCESS

40、MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvMain concerns about using personalized servicesPercentage of respondents saying a potential concern is “Very Important” or “Important”90%Security ofonline financial transactions89%Companies I have not approvedto access my online financial information89%Identi

41、ty theft86%Companies I havenot approved to access online data related tomy home or healthSample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvConsumer confidence in security of their online dataNot always confidentConfidentNot confidentConfident, but on

42、ly on certain websites2014201520162017Sample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv13%10%10%7%14%28%45%17%30%43%18%28%44%17%28%48%Companies consumers trust most with their personal dataDevice manufacturer31%201637%2017Telco/broadband provider42%

43、201636% 2017Bank33%201630%2017Sample: 25,996 respondentsHYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvWHATNOW?HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvWHAT NOW?As the collective voice of todays dynamic digital consumers grows louder, how c

44、an providers respond?Serving todays consumers requires organizational agility across all parts of the business. It means connecting the dots across the organization, aligning digital capabilities with operations, technology and strategy.In addition, Accentures research points to three specific build

45、ing blocks that will help providers best serve todays dynamic digital consumers.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv01Take advantage of AI to make the right personalization playsCompanies have an unprecedented opportunity to tap ongoing advances in AI and machin

46、e learning to be much more dynamic as new trends emerge. According to Fjord Trends 2017 report, “while A.I. has evolved exponentially, in 2017 we will see a shift in organisations approaches to developing products and services as emotional intelligence (EQ) becomes a critical A.I. differentiator.3“

47、AI is central to understanding the needs and desires of different consumers, personalizing services, and driving demand.Consider, for example, Stitch Fix, a service that might, at first glance, seem implausible. Customers fill out style surveys, provide measurements, offer up Pinterest boards, andse

48、nd in personal notes. Machine learning algorithms digest all of this eclectic and unstructured information. An interface communicates the algorithms results along with more-nuanced data to the companys fashion stylists, who then select five items from a variety of brands to send to the customer. Cus

49、tomers keep what they like and return anything that doesnt suit them. By using AI, Stitch Fix is hyper-personalizing retail fashion shopping and it is projectedtoachieve 50percent growthonabaseof$250 millionin 2016.4 Whileafashion assistant doesnt rank among the hyper-personalized services of most i

50、nterest in our survey today, a segment of the population is clearly already embracing Stitch Fix and setting a new expectation for tomorrow.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv02Embrace new access modelsNowisthe timetostakeapositioninanas-a-serviceconsumermarket

51、. Asconsumers increasingly resist being locked into hardware purchases, providers can create more dynamic operations and customer relationships if they look beyond the hardware purchase.Several providers are already well down this path. Through the iPhone Upgrade Program Apple spreads the cost of IP

52、hones over 24 months and provides access to early upgrades.5 Samsung offers a similar option through its leasing program for some of its devices offered through company-owned stores in South Korea.6 Consumers can use the phones for a year after paying monthly fees, then upgrade to newer models. Even

53、 companies whose primary consumer offering is rental of furniture and home electronics are now including smartphones in their product portfolio.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vv03Help consumers manage their dataSeize the opportunity to build further trust, be

54、ing more transparent to create a strong relationship with consumers. Greater transparency is required as consumers now expect to be able to control what data is shared with whom. Make data security “personal” and “easy” to drive adoption of new devices and services.Google is in front of this trend w

55、ith its website communications regarding privacy and data. Withatitleof“Wewantyoutounderstand whatdatawecollectanduse” thewebpage clearly and simply explains what data it collects and how it uses personal data to improve its services. Importantly it also offers three tools for consumers to manage th

56、eir privacy and take control of their Google experience7.HYPER- PERSONALIZATIONNEW ACCESS MODELSBUILDING TRUSTAI CENTRALWHAT NOW?vvCAPTURINGDYNAMIC DIGITAL CONSUMERSAs AI takes center stage as a key enabler, hyper- personalized services that deliver on todays dynamic digital consumers expectations will need to constantly learn and evol