Accenture Digital Consumer Survey - Data Deck April 2014
The Accenture Digital Consumer Survey - Introduction Data Collection • Quantitative online consumer survey • 23000 interviews conducted in total across 23 countries • Data collection completed for Accenture by GFK.
• October/December 2013.
Age
Gender
14%
5%
15% 46% 54%
21%
Female
14 to 17 years
Copyright © 2014 Accenture All rights reserved.
26%
55+ years
Australia Brazil Canada China Czech Republic France Germany India Indonesia
18 to 24 years
Italy
25 to 34 years
Japan Mexico
35 to 44 years Source: CMT Digital Consumer Study 2014
• The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 and over.
1000 interviews in the following countries
19%
Male
Respondents
In-field timeline
45 to 54 years
Netherlands Russia Saudi Arabia South Africa South Korea Spain Sweden Turkey UAE UK US
2
Key Findings
I.
Maturity Dimensions of Online Consumers
II. Consumers High Expectations III. Consumers - King of Their Personal Data IV. OTT and CE – Leading Tomorrow Online Video Services? V. Capturing the 4K Opportunity
Copyright Š 2014 Accenture All rights reserved.
3
I.
Maturity Dimensions of Online Consumers
Copyright Š 2014 Accenture All rights reserved.
1 - Broadband connections – Fixed and Mobile
Mobile connection
Home connection
Fixed broadband internet
52%
Mobile broadband Internet (e.g. 3G)
Mobile broadband internet connection (e.g. 3G)
25%
Public location mobile broadband Internet (e.g. wifi)
Broadband internet via fibre connection
24%
4G LTE mobile broadband internet
Sample base: all respondents N=23000 Copyright Š 2014 Accenture All rights reserved.
58%
38%
18%
Sample base: Respondents owning a mobile device N=17737 Sample base: all respondents N=23000
5
2 - Connected Device Penetration‌
Device owned or planned to buy in the next 12 months 92%
Personally owned
72%
Planning to buy in the next 12 months 57% 49%
52% 44%
44% 35%
33%
30% 22%
30% 25%
26%
23% 14%
Laptop/Desktop Smartphone
HD TV
Copyright Š 2014 Accenture All rights reserved.
Tablet
TV set top box
Connected GPS navigation EBook reader home games console
Sample base: all respondents N=23000
6
2 – Connected TV Device Penetration… Device owned or planned to buy in the next 12 months in selected countries
43% 40% purchase a connected TV 33%
Replacement of existing conected TV
25%
25% 22% 18% 16%
16%
17%
18% 16%
15%
14% 11%
15% 13%
12% 10%
9%
9%
8%
9%
10%
9%
6%
6% 4%
Overall
Brazil
India
China
Italy
Copyright © 2014 Accenture All rights reserved.
Spain
Australia
US
Canada
France
UK
Germany Sweden
Sample base: all respondents N=23000
9% 5%
Japan Netherlands
7
3 - Device and Digital Content Usage Device usage accessing different types of content? ALL
User generated content
41%
Gaming
30%
Video clips TV shows full length movies
23% 5%
News/magazine Sport games or matches Books/textbooks
17% 15%
5% 13%
Copyright Š 2014 Accenture All rights reserved.
53%
11% 4%
24%
71%
53%
14%
9% 24%
29%
14% 3%
10%
52%
71% 15%
17% 36%
Sample base: all respondents N=23000
58% 6%
4 - Digital Content Access Frequencies Digital content usage frequency - All
18% 39% Daily
43%
44%
59%
45% 37% Weekly
38%
39%
17%
Monthly Few times a year
27%
24%
11%
12% 5%
14% 5%
3%
7%
13%
TV shows full length movies
Video clips
UGC
Gaming
Sport games or matches
(n=21707)
Copyright Š 2014 Accenture All rights reserved.
(n=20883)
(n=21530)
(n=18295)
(n=17365)
9
4 – Full Length Movies online access Frequencies Full Length Movies online access Frequencies for selected countries
43%
68%
48%
48%
42% 54%
31%
39%
30%
28%
36%
42%
49%
54%
Daily
43%
Weekly
45%
39% 34%
Monthly Few times a year
Sample
12%
42%
5%
9% 3%
9% 1%
All
Japan
894
956
36%
11%
40%
38%
31%
46% 34%
34%
9% 3%
9% 3%
9% 2%
Brazil
France
Spain
Italy
India
935
967
942
976
12%
14%
4%
Copyright Š 2014 Accenture All rights reserved.
43%
46%
982
China
16%
15%
11%
9%
8%
9%
9%
UK
US
8%
3%
15%
17%
Canada AustraliaNetherlands
934
982
935
923
932
14%
Sweden
920
10
Consumers High Expectations Copyright Š 2014 Accenture All rights reserved.
Broadband Access is Still not Meeting viewers Expectations What consumers strongly agree + agree when related to home connection
Issue with network connection for a good video watch experience 86%
71%
TV/ Movie Interruption and load issues
Copyright Š 2014 Accenture All rights reserved.
Slow Broadband connection
Sample base: all respondents N=23000
12
Broadband Access is Still not Meeting viewers Expectations – selected countries TV/ Movie Interruption and load issues China
92%
France
92%
Brazil
90%
Italy
89%
India
88%
Slow Broadband connection 87% 71% 83% 71%
86%
US
86%
62%
Canada
85%
63%
Spain
84%
UK
84%
Netherlands
83%
Australia
82%
Sweden
81%
Japan
60%
Copyright Š 2014 Accenture All rights reserved.
71% 64% 55% 68% 49% 63% Sample base: All who streamed content on a mobile device N=14618
13
“Out of home” Access Needs Improvement for a True Mobility Experience Location to access digital content
96%
94%
97%
95%
97%
Home
28% Out
UGC
Copyright © 2014 Accenture All rights reserved.
27% Gaming
14% Video clips
11% Sport games or matches
9% TV shows full length movies
14
Consumer are Willing to Pay More for a Better Video Watch Experience What consumers strongly agree + agree when related to home connection Ready to pay more for a better video watch experience
62%
60%
Ready to pay more for better braodband Ready to pay more for faster connection connection for any time video watch* to watch better video quality*
Copyright Š 2014 Accenture All rights reserved.
Sample base: all respondents N=23000
15
Consumer are Willing to Pay More for a Better Video Watch Experience
Ready to pay more for better braodband connection for any time video watch*
84
84 76
57
57
55
55 49
Ready to pay more for faster connection to watch better video quality*
83
82
China
42
46
45
42
44
45
76 52
India
46
Brazil
Australia
55
Italy
54
US
54
Spain
48
45
41
UK
Japan
France
39
Sweden CanadaNetherlands
Sample base: All who streamed content at home * N=13867 *Sample excludes 14-17 years Copyright Š 2014 Accenture All rights reserved.
16
Consumers - king of their personal data Copyright Š 2014 Accenture All rights reserved.
Consumers wants to stay king of their personal data Attitude towards the security personal data security on the internet I am not confident at all 7% 17%
I’m always confident
55% of interviewees are concerned about their personal data
I’m not always confident
48%
28%
I’m confident
% of confidents in Mature Markets: 41% Vs. % of confidents in Growth Markets: 50%
Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
Sample base: all respondents N=23000
18
With few exceptions we see similar pattern across countries UK
Sweden
Confident Confident
46%
43%
54% 57%
Not confident
Not confident
US France Confident
45%
Confident
55% Not confident
38%
62%
Not confident
India
Brazil Confident
28%
Confident
51%
Not confident
49%
72%
Not confident
Source: CMT Digital Consumer Study 2014
Copyright Š 2014 Accenture All rights reserved.
Sample base: all respondents N=23000
19
Access and services providers have to strengthen their data security offerings to benefit from large market opportunities Trusting services providers for personal data security Brazil Your bank Your mobile phone network provider Google Your broadband internet provider Facebook Microsoft Apple Samsung
39%
25% 16% 10% 14% 4%
4%
Sony
7%
Wikipedia
3%
Don’t know
5%
Sweden
32%
29%
33%
18%
India
38%
30%
Amazon
None of these
France
20%
7%
9%
36% 19% 14%
8% 9%
8%
21%
6% 9% 5%
43%
24% 11%
38% 10%
US 49%
38% 50%
14%
9%
62%
20%
15%
UK
27% 13%
30% 6%
22% 9%
10%
10%
13%
12%
7%
7%
5%
2%
8%
1%
2%
3%
4%
9%
2%
4%
4%
3%
8%
2%
3%
3%
1%
12%
12%
16%
3%
11%
4%
10%
25%
9% 13%
26%
9% 16%
Source: CMT Digital Consumer Study 2014
Copyright Š 2014 Accenture All rights reserved.
Sample base: all respondents N=23000
20
Despite more than half of respondents expressing concerns about data security, 71% are willing to provide additional personal data under trusted conditions… Williness to share personal data if service providers will offer additional services or discounts
67% of respondents are willing to share more personal data if local data protection laws are followed But only 30% are willing to share their personal data with third party/
8% Very likely
28%
31%
Not very likely
40%
30%
67%
71% Somewhat likely
22%
39%
17%
20%
12%
13%
If your personal data is to be used by your provider only
If the provider complies with all the data protection laws in your country
31%
39%
Not at all likely
If your personal data is shared by your provider with a third party
Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
Sample base: N=23000 Excludes D/N responses
21
OTT and CE – Leading Tomorrow Online Video Services Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
Consumers are Expressing their Preferences for Google, Apple and Samsung to access Video VoD
Pay TV
Catch Up TV
27%
23%
24%
15%
14%
Apple
14%
Samsung
13%
12%
13%
Microsoft
11%
11%
11%
Sony
11%
10%
9%
7%
7%
7%
Amazon
7%
8%
7%
2%
3%
4%
Wikipedia
2%
2%
2%
Source: CMT Digital Consumer Study 2014
Copyright Š 2014 Accenture All rights reserved.
Sample base: all respondents N=23000
23
Who are they…. They are well established… They are well established… VoD Pay TV and Catch Up TV
AGE
GENDER
23%
60%
25 to 44 35 to 44
Samsung
14%
40%
17%
14 to 24
32%
58%
13%
42%
5% 10%
32%
57%
43%
5% 11%
31%
20%
55+
SOCIAL CLASS
Apple
52%
51%
53%
LOW
MID
HIGH
LOW
MID
HIGH
LOW
MID
HIGH
20%
46%
28%
17%
44%
32%
20%
45%
28%
Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
24
Who are they…. They are multi- equipped and ready to pay more… Ready to spend more…
… And are multi- equipped
Increase spending
18% 34%
N=4982
20%
Apple
43%
N = 3049
18%
Samsung
34%
N = 2829
Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
25
Capturing the 4K Opportunity Source: CMT Digital Consumer Study 2014
Copyright Š 2014 Accenture All rights reserved.
4K open new Eldorado for Video Content Streaming 1. Ultra HD and 4K TV is not only about high resolution standards, it’s about a new TV revolution.
Planning to buy 4KTV in the next twelve months
2. 4KTV is the beginning on new Digital video, transforming the way to produce, transport, and store high standard Digital video to:
18%
1. Retain viewers by providing viewers with a more immersive and compelling viewing experience. 2. Create new services and differentiate their existing services. 3. Improve transmission speed and then better streaming experience thanks to new compression technologies.
Overall Sample base: N=4040
… And consumers are ready to be convinced Source: CMT Digital Consumer Study 2014
Copyright © 2014 Accenture All rights reserved.
27
4K open new Eldorado for Video Content Streaming Planning to buy 4KTV in the next twelve months for selected countries
34% 29% 25% 22% 18% 16% 14%
14%
13%
12%
11%
10%
10%
10% 5%
Overall
India
China
Brazil
Italy
Spain
France
Japan
Australia
US
Sweden Germany Canada
UK
Netherlands
Sample base: N=4040
Source: CMT Digital Consumer Study 2014
Copyright Š 2014 Accenture All rights reserved.
28