2013 Accenture Consumer Electronics Products and Services ...

It’s Anyone’s Game
in the Consumer
Electronics Playing Field
The 2013 Accenture Consumer Electronics
Products and Services Usage Report
Enter w

Table of Contents
Introduction 3
1. A Focus on Multi-Function Devices 7
2. Not Stuck on Any Single Platform 13
3. Cloud Services and Apps on the Rise 16
4. Mobile Devices Unstoppable
in the Workforce 19
The Way Forward:
The “Superstack” Imperative 20
Final Thoughts 21
Appendix: Additional Charts of Interest 22
2013 Consumer Electronics Report | | 2 Retweet
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With strong compound annual growth, the global
consumer electronics industry remains bullish. While
younger consumers have, for years, been eager to
purchase new technologies, older age groups are
showing optimistic purchase plans for 2013 as well.
And emerging markets continue to
strengthen their importance as consumers
in these markets remain active buyers with
strong purchase intentions for 2013. But
underlying this growth is a competitive
environment best characterized as an open
playing field. Consumers are homing in on
a small set of multi-function devices, yet
they continue to experiment.
Platform loyalty means little in their search
for the apps and services that best meet their
needs, whether in the home or on the go.
For six consecutive years, Accenture’s
Electronics & High Tech industry practice
has conducted research to identify and
track consumer technology trends. This
year’s study, conducted in September and
October of 2012, included a quantitative
2013 Consumer Electronics Report | 3 Retweet
online survey of more than 11,000
consumers across 11 countries (Figure 1).
This annual Accenture research is intended
to help consumer technology executives
better understand the purchase patterns
and use of consumer technologies, gain
deeper insights into global differences and
understand the implications for future
business performance.
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Figure 1: Survey Demographics
Gender
Age
Country
Male
>55 Years
45-54 Years
UK (New in 2012)
South Africa
Sweden
France
Germany
2013 Consumer Electronics Report | 4 Retweet
50%
9%
9%
26%
18%
9%
9%
9%
20%
9% 9%
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
15%
9%
9%
50%
21%
9%
9%
Female
18-24 Years
25-34 Years
35-44 Years
US
Brazil
Russia
India
China
Japan
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The open playing field represented by this
year’s consumer electronics purchase and use
data is underscored by four specific trends:
1 3
Consumers are focusing on fewer, multiplefunction
devices. Purchase intentions for singlefunction
devices are flattening or declining as
smartphones, tablets, PCs and high-definition
televisions climb at double-digit rates. Smartphones
and tablets are accelerating the demise of most
single-function devices as consumers shift activities
such as reading and watching movies from eBook
readers and DVD players to their multi-use devices.
2 4
Consumers are not locked into any single platform.
Consumers know about the operating system of their
devices and they appreciate the concept of using a
single platform across devices. But the research does
not suggest loyalty to a specific operating system.
Consumers are open to experimenting; virtually no
company or platform has a lock on their loyalty.
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As consumers experiment and search for the
technologies and services that best meet their
needs, cloud-based services and apps are showing
substantial increase in use. While a greater percentage
of young consumers use online services than do older
ones, a significant increase in use is occurring among
both generations. Among apps, financial apps (such as
mobile payments, banking and trading) and shopping
apps are leading the growth in consumer usage.
The increasing capabilities and rapid adoption
of mobile multi-function devices are fueling the
continued “consumerization” of IT in the workplace.
As consumers increasingly do multiple activities on their
mobile devices, they are also choosing to use these
devices for work purposes and finding productivity
improvements in doing so.
The advent of smartphones, tablets and other mobile technologies has
created a barrage of consumer activity and device adoption, providing
consumer electronics and related companies with ample opportunity to
innovate in device form factor, apps and online services. On the following
pages, we explore Accenture’s research findings in more detail and discuss
the implications they have for companies as they navigate this open market
and work to win the hearts and wallets of consumers.
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1. A Focus on Multi-Function Devices
While the total number of product
categories per household remains stable,
many consumers are narrowing their
technology interest to those devices that
serve multiple functions. Purchase plans
for 2013 are much more strongly focused
on four product categories than in the
previous years: smartphones, tablets, PCs
and high-definition televisions (HDTVs).
In fact, there’s a greater separation in
purchase intent between these “Big 4” and
other devices than Accenture’s research has
ever shown (Figure 2).
The focus on multi-function devices also
reveals itself in ownership trends. From
2011 to 2012 ownership of tablets among
those we surveyed doubled. Ownership
of digital cameras, DVD players, DVRs,
portable music devices, portable game
devices, and health and fitness devices
remained flat or declined. When taking a
longer view of trends from our research
from 2009 to 2012, ownership of devices
like smartphones, tablets and HDTVs grew
strongly as expected (Figure 3). Devices
with decreasing ownership are single-use
products, including portable music players,
DVD players and digital photo cameras,
with functionality that is increasingly being
integrated into multi-function devices.
The contrast between ownership trends in
multi-function and single-function devices
is in some cases staggering. For example,
smartphone ownership increased from
26 percent in 2009 to 58 percent in 2012
while ownership of digital photo cameras
decreased from 77 percent in 2009 to 68
percent in 2012.
Figure 2: Purchase Intentions
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Which of these consumer electronics do you plan to purchase in the next 12 months?
Multiple response.
2012 (Planning to purchase in 2013)
* “PC” combines laptop, desktop, ultrabook and netbook.
** “HDTV” combines HDTV and 3DTV.
Sample base: Total sample (11,101)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
36%
PC*
23%
Tablet
Digital photo camera
11%
50%
0%
11%
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41%
Smartphone
33%
HDTV**
Blu-ray DVD player 10% 10% Basic mobile phone
Health and fitness device 9% 9% eBook reader
Digital video camera
8%
Game console 7% 7% Digital home music system
Portable gaming device 4% 4% Regular TV - CRT or tube
DVR
6%
3% 3%
GPS device
Portable music player
DVD player - not Blu-ray
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Figure 3: Ownership Trends
Which of the following consumer electronics do you currently own? Multiple response.
Smartphone
Tablet
HDTV*
Blu-Ray DVD player
GPS device
eBook reader
PC**
Digital video camera
Portable music player
Health and fitness device
DVR
Digital photo camera
Regular TV-CRT or tube
Basic mobile phone
DVD player - not Blu-Ray
8%
14%
26%
28%
25%
7% 14%18% 24%
6%
7% 8% 14%
13%
22% 30%31%34%
29%
26%
24%
26%
27%
27%
21%
20%
20%
20%
44%
39%
40%
40%
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48%
58%
45% 51% 58%62%
43% 47%
55%
63%
58%
64%
77%
75%
73%
68%
* “HDTV” combines HDTV and 3DTV.
** “PC” combines laptop, desktop, ultrabook and netbook.
Sample base: Total sample US, Japan, Germany, France, China and India (~6,000 respondents every year)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
44%
54%
64%
72%
75%
84%
91%
92%
90% 94%
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2009
2010
2011
2012
Increasing Ownership (above)
Decreasing Ownership (below)
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This data implies that over time massmarket
single-function devices will be
increasingly at risk. Exploring this trend we
asked respondents about how their usage
of other devices changes upon purchasing
a tablet. In other words, what don’t they
use once they have the tablet? The largest
drop in usage of other devices among
tablet owners occurs in single-function
devices (Figure 4). About 40 percent of
tablet owners use eBook readers and
DVD players less often. In contrast, multifunction
devices aren’t showing this
decline. Only 24 percent of consumers
use their smartphone less as a result of
owning a tablet; an equal share increases
use of their smartphone.
In our comparable year-over-year sample
of six countries, device usage is also
concentrating on multi-function products
(Figure 5). The PC remains the most-used
device, but smartphones and HDTVs tie for
second, with 55 percent of respondents
ranking them among the five most-used
devices. While some consumers may not
consider the TV to be a multi-function
device, those with an HDTV are increasingly
using it that way. More than two-thirds of
HDTV owners with Internet access have used
their TV for Internet browsing, and more
than one-third do it regularly (Figure 6).
Figure 5: Most Frequently Used Devices
PC
HDTV
Smartphone
Tablet
eBook reader
Game console
GPS
Blu-Ray DVD player
Basic mobile
Digital photo camera
Regular TV
Portable music player
DVD player
Health and fitness device
Digital video camera
Portable gaming device
DVR
17% +14
6% +5
13% +4
12% +1
9% +4
17% -4
15% -15
7% -2
5% -2
5% -3
5% -5
Figure 4: Use of Other Devices After Owning a Tablet
36% -15
33% -8
55%
55%
2013 Consumer Electronics Report | 9 Retweet
Do you use your other devices more or less after purchasing your tablet?
Use more Use the same Use less
20%
37%
43%
eBook Reader
Base: 900
Sample base: Device owners
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
Of the consumer electronics devices you currently own, please rank the top five that you use most often.
Top five products used in 2012 and percentage point change from 2010 to 2012.
11%
49%
40%
DVD Player
Base: 1,800
50%
-17
+8
+30
19%
47%
34%
DVR
Base: 744
23%
44%
33%
PC (desktop -
laptop - netbook -
ultrabook)
Base: 2,584
91%
Increase between 2010 and 2012
Decrease between 2010 and 2012
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TV
Base: 2,570
+2
13%
55%
32%
Significant level or
growth in usage
Sample base: Total sample (US, Japan,
Germany, France, China and India)
2010: 6,001
2012: 6,057
Source: The 2011 and 2013 Accenture Consumer
Electronics Products and Services Usage Reports
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25%
51%
24%
Smartphone
Base: 2,290
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Figure 6: How HDTV Is Used
Please indicate how you use your Internet-connected HDTV for the following activities.
36%
19%
14%
31%
General web
browsing
24%
30%
15%
31%
View personal
content such as
photos
Regarding activities that consumers
spend time doing each week, some
activities —particularly those that are
well established among consumers, like
emailing and texting—are predominantly
conducted on a single device. However,
many activities are now done on
multiple devices, demonstrating
consumers’ comfort with using the
device that is most handy at the
time. For example, while a majority
of consumers use maps, listen to stored
music and download new apps on their
PCs, about half also do so on their mobile
or smartphones (Figure 7). When it comes
to watching shows and movies on demand,
the use of the PC and TV are nearly tied:
53 percent use their PC while 56 percent
use TV. This flexibility to use any device is
so important that half of consumers would
consider paying extra to watch TV shows or
movies on their computer.
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20%
25%
15%
40%
17%
21%
13%
49%
Access apps Access streaming
services like Netflix
and Spotify
Use it on a regular basis (weekly or more)
Use it occasionally
Have tried it once or twice
Have never tried it
Sample base: 3,430 (Owners of HDTV
with Internet connectivity)
Source: The 2013 Accenture Consumer
Electronics Products and Services Usage Report
Furthermore, activities conducted on
mobile devices that were once considered
“emerging” are becoming more mainstream
(Figure 8). Almost half of consumers
already do or plan to make payments in
stores using a mobile phone or tablet and
about one-third do or plan to control home
audio/video and home security with their
mobile device.
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Figure 7: Device Usage
What device do you use for your activities? Multiple response.
Device usage on the top 10 most popular activities.
Emailing
Searching for/reading general news
and information on the Internet
Texting - SMS - MMS
Online banking and finance
management (checking account,
making transfers, paying bills)
Watching broadcast TV or cable
shows (at the time they are
broadcast)
Online shopping - eCommerce
Using maps and global positioning;
getting directions
Listening to music stored
on my device
Playing games
Connecting with people/playing
games on social networking sites
Downloading and using new apps
Watching shows - movies -
videos on demand
2%
7%
2%
3%
6%
5%
3%
4%
5%
4%
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14%
14%
14%
11%
16%
13%
13%
14%
9%
21%
20%
18%
11%
11%
13%
17%
25%
28%
35%
38%
40%
39%
Sample base: Respondents conducting the activity
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
48%
52%
53%
62%
58%
56%
69%
68%
81%
88%
87%
85%
83%
92%
93%
93%
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PC (Desktop - laptop -
netbook - ultrabook)
Mobile phone -
smartphone
Tablet computer
TV
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Figure 8: Activities Conducted on Mobile Devices
Do you do any of the following over your mobile device (phone or tablet)?
45%
24%
21%
Make payments
in stores
35%
13%
22%
Control home
audio/video
systems
Monitor -
control home
locking systems
Monitor -
control heating/
air-conditioning
systems
Sample base: Respondents owning a smartphone or a tablet (7,080)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
Transfer health
data (test
results) to a
remote location
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34%
12%
22%
29%
8%
21%
30%
10%
20%
Yes
No, but planning to
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2. Not Stuck on Any Single Platform
Most consumers are aware of the name of
the operating system (OS) they have on their
devices, especially on their smartphones
(Figure 9). It is also clear that to most
consumers, operating system is an important
feature. When buying a new device,
consumers prioritize price, device features
such as screen size and resolution, and
now, more frequently, security. However,
operating system is also among the top five
selection criteria for PCs and tablets. While
touch screen and look and feel rank higher
in importance than operating system for
smartphones, OS is within the top seven
selection criteria for these devices as well.
(See Appendix Figure D.)
Figure 9: Consumer Awareness of Operating Systems
Percentage of consumers surveyed that know the operating system of their devices:
Smartphone
Tablet
100%
Ultrabook
93%
89%
95%
Netbook
Laptop computer
Desktop computer
98% 98%
Yet, our data shows that platform users are
not as loyal as the “platform war” stories
in the media indicate. While the majority
are aware of the OS they have on devices,
less than half of consumers think it’s very
important to stay within one operating
system for their devices (Figure 10). To
investigate this trend further, we analyzed
the responses of a segment of respondents
100%
we labeled “strong users” of a single
93%
platform, defined as those owning at least
two devices that use the same operating
system (see page 14: “Strong User
Methodology”). Among the strong users of
a single platform, only half think it’s very
important to stay within one operating
system for their devices. In fact, about
one-fifth of this group actually seems to be
Smartphone
Tablet
Ultrabook
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Sample base: Device owners (10,818)
Source: The 2013 Accenture Consumer
Electronics Products and Services Usage Report
strong users by coincidence: They say they
don’t have a preferred OS or don’t care
what operating system they have.
Furthermore, strong users offer more
reasons than the overall consumer sample
as to why they would buy devices on other
platforms (Figure 11). About one-third of
strong users indicate they would switch to
another OS to see what 98% else is 98%
out there in
95%
the
89%
market, to find a better user experience
or to get access to more innovative services
and applications. Continued curiosity and
the drive for innovative services and user
experiences appear to be more compelling
than loyalty to any particular platform
in the market today—creating more
opportunity for market players.
Netbook
Laptop computer
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Desktop computer
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Figure 10: Importance of Staying Within One Operating System
How important is it for you to have all or almost all your devices using the same operating system?
Total sample Strong users
Extremely important
Very important
Somewhat important
Hardly important at all
Not at all important
4%
Sample base: Total sample (11,101) Strong users (1,388)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
“Strong User” Methodology
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13%
To investigate the extent to which consumers have settled for a
single operating system for their devices, and how the views of
consumers who have done that differ from the rest, we created
a segment of respondents we labeled “strong users” of a single
platform. The following question was used to identify strong users
of a specific operating system: Which operating system(s) do you
have on the following devices (smartphone, tablet, ultrabook,
netbook, laptop, desktop)?
7%
16%
17%
22%
27%
30%
31%
33%
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44%
52%
“Strong users” are defined as consumers owning:
• At least two devices with the same operating system, either
iOS (Apple), Android (Google-owned, used on multiple device
brands) or Windows (Microsoft-owned, used on multiple device
brands)
• No more than one device using another operating system
Consumers owning desktops, laptops or netbooks with Windows
have been excluded from the analysis due to the predominance of
Windows PCs in the market. Strong users account for 13 percent
of the total sample.
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Figure 11: Reasons for Switching to Another Operating System
Complete the sentence with all that apply in the list:
“Most of my mobile and computing devices use the same operating system. When buying
a new device I might consider getting one with a different operating system because...”
Total sample Strong users
I want to see what else is out there on the market
I think I could have a better user experience with
another operating system
I think I could get access to more innovative
services and applications
I think another operating system would
mean less hassle
I believe I could get a lower cost if I switched
I think switching would bring me to a higher
security level
I think I could get a better synch with my
in-car solution
I don't have a dominant or preferred
operating system
I don't know or care what operating system
I have on my devices
Sample base: Total sample (11,101) Strong users (1,388)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
2013 Consumer Electronics Report | 15 Retweet
6%
6%
10%
16%
15%
14%
15%
14%
19%
18%
20%
21%
24%
23%
23%
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31%
31%
32%
66%
79%
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3. Cloud Services and Apps on the Rise
Our platform data shows that consumers
are open to experimenting in search of the
most satisfying devices and experiences.
This search extends to the cloud. After
all, if the typical consumer is not staying
within one platform for all devices, then
using cloud-based services that are
accessible from all platforms is quite
logical. A significant increase in use of
online services has occurred in just one
year (Figure 12). Usage increased—in many
cases substantially—for all eight of the
online services we queried: online mailbox
services, games, photo storage, movie
streaming, data backup, music streaming,
calendaring and document creation. While
a greater percentage of young consumers
use online services than do older ones, a
significant increase in the use of cloudbased
services is occurring among both
generations.
Consumer use of technology is becoming
more pervasive, driven by adoption of
more capable multi-function devices, a
growing technology maturity, and new
cloud services and apps. In 11 of 15
activities queried, the percentage of
consumers we surveyed doing the activity
in a typical week increased from 2010 to
2012, sometimes substantially. Reading
electronic books gained seven points,
searching for information on the Internet
gained 19 points and texting gained nine
points. The percentage of consumers
tweeting or micro-blogging in a typical
week has doubled in two years, fueled
largely by growth of micro-blogging in
emerging markets. More than half of
Chinese consumers we surveyed reported
they micro-blog in a typical week.
Among the activities consumers are doing
each week, they are more and more often
downloading new apps (Figure 13). The
percentage of consumers we surveyed
downloading apps in a typical week has
increased eight points from 2010 to 2012.
Among apps, usage of financial apps (such
as mobile payments, banking and trading)
and shopping apps are leading the way.
Global Positioning: Evolving From Device to Differentiating App
Since its introduction as a consumer device just over two decades
ago, the Global Positioning System (GPS) has progressed through its
life cycle from being a highly popular stand-alone device to slowly
being replaced by map apps on a multitude of other consumer
devices. GPS device ownership continues to grow slowly (34 percent
own GPS devices now compared with 32 percent in 2011), but
growth is certainly not at the rate of newer mobile technologies
or even stationary devices such as Blu-Ray DVD players.
By all indications, purchase rates for new GPS devices are slowing.
Only seven percent of consumers purchased a GPS in the past
12 months compared with 10 percent the prior year. Across the
sample of six countries that have been surveyed for multiple years,
eight percent plan to purchase a GPS device in 2013 compared to
10 percent who planned to purchase one in 2009.
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As an activity, using maps, global positioning
and getting directions showed dramatic
growth, gaining 20 points since 2010 (see
below: “Global Positioning: Evolving From
Device to Differentiating App”).
As the industry considers how to engage
more fully in cloud services and apps, the
interests of the strong users from our survey
may provide helpful guidance, as these
users demonstrate a curiosity and openness
to innovation and experimentation. Sixty
percent of strong users we surveyed already
do or plan to make payments in stores from
their mobile devices. Half of those strong
users do or plan to control home locking
systems and home audio/video systems from
their mobile device. More than 40 percent do
or plan to transfer health data to a remote
location, such as test results from their
mobile device, and the same amount do or
plan to control heating and air-conditioning
systems from their mobile device.
Despite the cautious outlook for GPS devices, the activities
of using web-based maps and global positioning and getting
directions are showing dramatic growth, gaining 20 points
since 2010. Together they show the greatest relative growth in
participation of all the technology-based activities Accenture
queried. Today, almost half (47 percent) of consumers we
surveyed use global positioning in a typical week. To do so, 69
percent use a PC, 48 percent use a mobile or smartphone, and
13 percent use a tablet; 35 percent have a factory-installed
GPS device in their car and 43 percent would like to have a GPS
device installed in their next car. So while the GPS device is
highly popular, its preferred form is now in a software app on a
multi-function device.
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Figure 12: Use of Online Services
Which of the following online services do you use? Multiple response.
Online mailbox service
Online games
Online photos - video storage
Movies - shows streaming
Online data backup - storage
Music streaming
Online calendar
Online document creation (e.g., Google Docs)
None of these
Sample base: Total sample, excluding UK, for full comparison (10,099)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
2013 Consumer Electronics Report | 17 Retweet
12%
12%
18%
16%
17%
26%
26%
24%
30%
29%
27%
27%
37%
35%
37%
41%
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75%
77%
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2012
2011
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Figure 13: Activities Done in a Typical Week
Please indicate which of the following activities you do in a typical week. Multiple response.
Searching for/reading general news and
information on the Internet
Emailing
Online banking and finance management
(checking account, making transfers, paying bills)
Texting - SMS - MMS
Watching broadcast TV or cable shows
(at the time they are broadcast)
Listening to music stored on my device
Using maps and global positioning;
getting directions
Playing games
Connecting with people/playing games on social
networking sites
Downloading and using new apps
Managing personal digital photos and videos
Listening to streaming music
Reading electronic books
Tweeting - micro-blogging
Managing your health or that of family members
11%
27%
25%
18%
15%
23%
29%
2013 Consumer Electronics Report | 18 Retweet
61%
58%
51%
49%
53%
44%
48%
39%
42%
40%
40%
39%
37%
36%
35%
35%
29%
26%
Sample base: Total sample, excluding UK, South Africa and Sweden which were not in the 2010 sample
2010: 8,002
2012: 8,058
Source: The 2011 and 2013 Accenture Consumer Electronics Products and Services Usage Reports
47%
58%
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80%
78%
82%
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2012
2010
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4. Mobile Devices Unstoppable in the Workforce
The increasing capabilities and rapid adoption of mobile multi–function devices are fueling
continued consumer influence and control over devices and applications used in the workplace.
Not only are consumers using these devices for work purposes, but they are finding productivity
improvements in doing so.
Consider, for example, how consumers use
their smartphone for work purposes: Of
those we surveyed, 82 percent text and
66 percent email. But nearly one-third
also use their smartphone for work-based
social networking on sites such as LinkedIn
and for using collaboration tools. Fourteen
percent even do video conference calls
by smartphone. The trends are similar in
how consumers use their tablets for work
purposes. Using their tablets, 64 percent
email for work, 39 percent use workbased
social networks, 33 percent use
collaboration tools, 25 percent conduct
video conferences and 23 percent conduct
voice conferences.
The majority of respondents believe using
their consumer devices for these various work
purposes improves their productivity. Nearly
60 percent say it improves their productivity
to take conference calls and use collaboration
tools from their personal devices.
Perhaps not surprising, generational
preferences are clear in how consumers
communicate using technology. Consumers
we surveyed across generations use email
to communicate for work purposes. Yet
a smaller percentage of 18-24-year-olds
(73 percent) use email in a typical week
than their slightly older peers. Instead,
to communicate digitally, 18-24-yearolds
are doing significantly more texting,
connecting with people over social media
networks and tweeting on their device
than older generations. Usage of the social
networking sites (public and corporate) and
collaboration and conferencing tools for
work purposes is higher among younger
consumers surveyed, who also rank the
productivity improvement from using social
networking sites higher.
This finding aligns closely to a recent Cisco
study that reveals how the need for Gen Y
to stay connected drives every facet of
2013 Consumer Electronics Report | 19 Retweet
this generation’s lives. 1 Ninety percent of
Gen Y surveyed worldwide said they check
their smartphones for updates in email,
texts and social media sites as part of their
morning ritual for getting ready for school
or work, often before they get out of bed.
They connect to live, checking for work
updates and communicating at all hours
from every place imaginable. For this age
group, the lines between work and personal
life are forever blurred.
1. Cisco press release, 12 December, 2012:
“Toothpaste, Toilet Paper, and Texting – Say Good
Morning to Gen Y,” http://newsroom.cisco.com/
release/1114955
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The Way Forward: The “Superstack” Imperative
The trends identified in this year’s research confirm that the growth in purchase and use of
smart, multi-functional devices has brought the platform (or operating system) into the consumer
spotlight like never before. Yet, as much as consumers clearly appreciate the seamless user
experience across devices and the easy installation and deployment that come with consistent
use of a single platform, they don’t seem interested in getting locked into one solution when
there is so much development going on in the market.
As consumer technology companies
continue to chart their course, they must
have a clear niche for the single-function
devices they offer. Single-function devices
will continue to have a place as the
source of new innovations. For example,
the purchase intent for health and fitness
monitoring devices rose significantly—and
many of these need specific sensors that
may keep them stand-alone for a while.
Over time, however, we are likely to see the
rapid integration of many new capabilities
into multi-function devices. At the same
time, different form factors for multifunction
devices will emerge as technology
companies innovate in hopes of identifying
the combination of form and function that
consumers desire.
Executives across the consumer technology
industry are looking at whom they compete
and cooperate with in a new and more
holistic way. We’ve seen Intel absorb
McAfee to integrate security solutions 2 and
Nokia acquire earthmine inc. to improve its
3D map-making capabilities, 3 just to name
a couple of examples. In a world driven
by mobile, cloud and consumerization,
companies must envision their future
development more strategically, across all
layers, and effectively and tightly integrate
a vertical “superstack” of chipsets, devices,
operating systems, applications and
services either on their own or through
acquisitions and innovative alliances.
Our research indicates the time is right
to focus on apps and cloud services in a
more extensive way and in the context of
achieving the superstack that consumers
value. With Internet-connected apps
embedded in home and personal devices
from televisions to thermostats, the apps
and services consumers value may be
as important—and drive more purchase
decisions—than the device. This may mean
that to stay relevant, device makers need
to work across their ecosystems to combine
the best features of the platform (seamless
experience and content transfer) with
cloud-based, platform-agnostic services
and functionality to provide consumers
with the flexibility they desire.
2. Intel press release, 10 August 2010:
http://newsroom.intel.com/community/intel_
newsroom/blog/2010/08/19/intel-to-acquire-mcafee
3. Nokia press release, 21 November, 2012:
http://press.nokia.com/2012/11/21/nokiacompletes-acquisition-of-earthmine-inc
2013 Consumer Electronics Report | 20 Retweet Table of Contents Previous Next

Final Thoughts
Across geographies and market segments, demand for consumer technologies remains high.
In the shifting landscape of increasingly multi-function devices, and compelled by consumer
willingness to experiment, industry players have tremendous opportunity to change the game
to win. Innovating on the superstack to deliver compelling new form factors, apps and cloud
services that further embed the use of technology into consumers’ lives will be critical. The
nature of the applications will expand from entertainment and communications to financial
services, home management and productivity.
To compete in this playing field, many consumer technology players will need to fundamentally
restructure their approach to R&D to focus on the creation of the superstack, with emphasis on
the ability to do the needed software development for the apps and services. For many, it will
also mean more flexible operations to support rapid response to shifting market demand and the
production and distribution of more varied and differentiated devices. Finally, customer-centricity
is paramount in designing compelling user experiences and establishing the right ecosystem to
deliver them.
The combination of intense desire for innovation and willingness to experiment with platforms
and brands opens up tremendous opportunities for consumer electronics companies to win the
hearts and wallets of consumers. Future winners will be those companies that identify and create
cohesive consumer technology superstacks through innovation and integration of computing
form factor, cloud services and highly versatile apps.
2013 Consumer Electronics Report | 21 Retweet
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Appendix:
Additional Charts of Interest
2013 Consumer Electronics Report | 22 Retweet
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Figure A: Purchases in Last 12 Months
Which of these consumer electronics have you purchased in the last 12 months? Multiple response.
Smartphone
PC*
HDTV**
Basic mobile phone
Tablet
Digital photo camera
GPS device
Portable music player
eBook reader
Game console
Blu-Ray DVD player
Health and fitness device
Regular TV - CRT or tube
Digital video camera
Portable gaming device
DVD player - not Blu-Ray
DVR
* “PC” combines laptop, desktop, ultrabook and netbook.
** “HDTV” combines HDTV and 3DTV.
Sample 2012 base: Total sample, excluding UK, for full comparison
2012: 2011 10,099
2011: 10,021
Source: The 2012 and 2013 Accenture Consumer Electronics Products and Services Usage Reports
2013 Consumer Electronics Report | 23 Retweet
2%
4%
6%
5%
4%
4%
4%
4%
4%
4%
4%
5%
5%
5%
6%
6%
6%
7%
7%
7%
7%
7%
11%
10%
12%
14%
16%
19%
18%
21%
25%
26%
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32%
34%
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DVD player - not Blu-
DVR
2012
2011
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Figure B: Purchase Intentions in Mature and Emerging Markets
Which of these consumer electronics do you plan to purchase in the next 12 months? Multiple response.
Smartphone
PC*
HDTV**
Tablet
Digital photo camera
GPS device
Basic mobile phone
Blu-Ray DVD player
eBook reader
Health and fitness device
Digital video camera
Game console
Digital home music system
Portable music player
Portable gaming device
Regular TV - CRT or tube
DVR
DVD player - not Blu-Ray
* “PC” combines laptop, desktop, ultrabook and netbook.
** “HDTV” combines HDTV and 3DTV.
Sample base: Total sample (11,101)
Source: The 2012 and 2013 Accenture Consumer Electronics Products and Services Usage Reports
2013 Consumer Electronics Report | 24 Retweet
2%
3%
3%
3%
5%
4%
4%
4%
2%
4%
8%
6%
7%
7%
6%
6%
5%
10%
10%
9%
8%
11%
13%
13%
12%
16%
15%
14%
16%
20%
29%
31%
33%
43%
46%
50%
Mature markets: Germany, France,
Japan, Sweden and US
Emerging markets: Brazil, Russia,
India, China and South Africa
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Figure C: Average Spending (Last 12 Months and Planned)
In the past 12 months approximately how much have you spent on consumer
electronics? And how much do you plan to spend in the next 12 months?
China
Brazil
Russia
Japan
India
South Africa
Germany
France
Sweden
US
UK
Sample base: Total sample (11,101)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
2013 Consumer Electronics Report | 25 Retweet
$940
$927
$904
$957
$869
$848
$847
$1,080
$1,046
$1,031
$1,068
$1,012
$1,010
$970
$960
$1,082
$1,164
$1,251
$1,225
$1,323
$1,289
$1,489
Average spent in the past 12 months (USD)
Purchase plans in the next 12 months (USD)
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Figure D: Importance of Features to Purchase Decision
How important are the following features when determining what products to purchase in the below categories?
Extremely important/important features
Price
Security solution against hackers, identity theft, etc.
Screen resolution
Size of screen
Operating system (e.g., iOS, Android, Windows)
Easy (”Plug and play”-type) setup to connect
with my other devices
Newest technology to reduce power consumption
(e.g., OLED)
Device size
Product brand
Design/look and feel
Ability to use favorite social networking application
Range of available applications (apps) for download
Ability to use your preferred payment solutions
(e.g., PayPal)
Shareable photo solution
Ability to use your preferred streaming music service
Ability to synchronize content with your in-car system
Shareable video solution
Touchscreen
Voice recognition technology
3D screen
2013 Consumer Electronics Report | 26 Retweet
75%
71%
67%
64%
63%
55%
53%
53%
48%
47%
46%
42%
41%
35%
31%
30%
28%
27%
21%
19%
Sample base: Total sample (11,101)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
PC Tablet TV Smartphone
69%
66%
63%
59%
57%
53%
52%
46%
55%
51%
45%
37%
34%
30%
34%
28%
23%
19%
49%
54%
28%
19%
22%
25%
19%
23%
21%
23%
17%
18%
29%
41%
50%
58%
50%
60%
54%
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73%
72%
72%
17%
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34%
68%
65%
61%
58%
54%
50%
49%
56%
50%
43%
37%
31%
36%
27%
28%
49%
57%
54%
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Figure E: Apps in Use
Are you using any of the following types of apps?
Have stopped using
Information (e.g., news, weather, sports)
Navigation (e.g., maps, guides)
Entertainment (e.g., music, single or
group games, videos)
Financials (e.g., mobile payments, banking,
trading)
Networking (e.g., social/professional networks)
Shopping (e.g., groceries, clothes, shoes, auctions)
Work related
Traveling (e.g., airplane - train tickets,
traffic updates)
Personal organization (e.g., weekly planning,
household bookkeeping, budget calculator)
Leisure activities (e.g., event dates, cooking,
booking restaurants)
Education (e.g., language learning programs,
reference works)
Do not use or plan to use
Fitness and health (e.g., health records, training
planning, nutrition guide)
Sample base: Total sample, excluding UK, for full comparison (10,099)
Source: The 2013 Accenture Consumer Electronics Products and Services Usage Report
Plan to use in the next 12 months
3% 24% 8% 65%
4% 28%
15% 53%
4% 34%
11% 51%
4% 33%
13% 50%
5% 35%
11% 50%
4% 34%
16% 46%
6% 42%
12% 41%
5% 38%
20% 36%
6% 45%
16% 33%
5% 49%
16% 30%
6% 50%
18% 26%
2013 Consumer Electronics Report | 27 Retweet
Currently use
6% 53%
19% 23%
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