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Communications, Media & Technology
Igniting Growth in Consumer Technology
Italy Report - 2016 Edition
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Igniting Growth in Consumer Technology
The consumer technology industry’s decade of unprecedented growth is coming to an end as the smartphone market hits maturity. The 2016 Accenture Digital Consumer Survey for communications, media and technology companies polled 28,000 consumers in 28 countries on their use of consumer technology. The global research indicates that consumer demand is sluggish across a number of categories from smartphones to tablets and laptops. And unfortunately, demand for the next generation of devices enabled by the Internet of Things (IoT) is not growing fast enough to offset declines in traditional categories.
Italian Report Summary:Innovation and security are the keys to unlock the new digital ecosystem
• Purchase intent remains higher than other European countries• Nearly half of the Italian respondents are satisfied with their current smartphone
and the ones that are planning to buy a new one are motivated mainly by innovative features and functionalities
• Intelligent devices User Experience have significantly improved but price, risk and security are the top barriers to IoT adoption
• The winners will be those who can ensure a superior customer experience simplifying the use of devices, build security and trust and work with their ecosystem partners to push disruptive innovation.
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About the 2016 Accenture Digital Consumer SurveySurvey methodology
1,000 respondents from each of the 28 countries
New countries included in the survey
• Quantitative online consumer survey• 28,000 interviews conducted across 28 countries• Data collection by Harris Interactive
October–November 2015
Online population, 14–55+ years of age
Male 14 to 17 years 35 to 44 years
18 to 24 years 45 to 54 years
25 to 34 years 55+ years
Female
Data collection
In-Field timeline
Respondents
Australia
Brazil
Canada
China
Czech Republic
France
Germany
Hungary
India
Indonesia
Italy
Japan
Mexico
Netherlands
Poland
Philippines
Romania
Russia
Saudi Arabia
Slovakia
South Africa
South Korea
Spain
Sweden
Turkey
UAE
UK
USA
5%
18%
26%20%
15%
16%53%47%
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1. Growth is stalling
Intelligent devices User Experience and adoption have improved but…
...security is still an issue
Italians are early adopters with the highest adoption of:
Mobile payment services
Wearable devices
2. Innovative features are the Key to Unlock
3. Roadblocks to IoT adoption
91% already own a Smartphone. Italians have the highest penetration in the European market (EU 77%, Germany 82%, UK 77%)
42% are satisfied with smartphone and don’t plan to replace it (Global 47%, Germany 51%, UK 54%)
57% use or plan to use mobile payment (Germany 29%, UK 30%)
20% plan to buy a fitness monitor (+7% points from 2015)
65% use it daily or weekly (48% average in Europe)
16% plan to buy a smartwatch (+5% points since 2015)
50% of those who are planning to buy a smartphone are motivated by innovative features and functionalities (Global 41%, Germany 37%, UK 39%)
ONLY 9% plan to increase spending on smartphones, tablets and laptops -20% points from 2014
64% believe that new IoT devices are too expensive especially for the later adopters
Executive Summary
72% are aware of the recent hacker attacks using IoT devices
66% of these say it will impact their use and purchase decisions
72% experienced a challenge when using their IoT device -22% points from 2015
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Purchase intent is stable or declining but in Italy it remains higher than other European countries
Figure 1: Smartphone purchase intent by country
The smartphone market has reached maturity
56 percent of Italian consumers plan to purchase a smartphone in the next 12 months (see Figure 1). This is a 8 points drop from the purchase intent rate last year.
Purchase intent rate in percent (2016) 48
-6
Global
Change in percentage point (since 2015)
38USA 0
India68-4
China61
-21
Japan28-6
UK37 0
Europe41
-7 Italy56
-8
Germany46
+1
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Nearly half of the Italian consumers are satisfied with their current device (see Figure 2). Another 34 percent say they recently purchased a new smartphone and 5 percent indicate they do not plan to buy a smartphone because there are not so many innovative features in the new devices.
Figure 2: Top four reasons for not purchasing a smartphone
Italians are Smartphone “early adopters”
42% 34% 13%are satisfied with
their current devicejust bought
a new devicecannot afford
a new smartphone
5%feel there are
no innovative features in the new devices
Global 47%
Germany 51%
UK 54%
Global 26%
Germany 26%
UK 22%
Global 16%
Germany 9%
UK 12%
Global 4%
Germany 8%
UK 7%
7Figure 4: Purchase intent for IoT devices in the next 12 months Figure 3: Change in spend on traditional devices
Growth is tapering across all traditional categoriesOnly 9 percent plan to increase spending on smartphones, tablets and laptops, 20 points drop from 2014 due to a lack of market innovation
2014 Planned spend on traditional devices
PRODUCTS
Smart home thermostat
Purchase intent rate in percent (2016)
Change in percentage point (since 2015)
IncreaseStay about the sameDecrease
2016 Planned spend on traditional devices
10,0%
50,0%
29,0%
9,0%
69,0%
22,0%
Smartwatch
Fitness monitor
Connected home surveillance cameras
Personal drones
Global 1%
Italy 5%
EU 2%
Global 1%
Italy 7%
EU 2%
Global 1%
Italy 5%
EU 2%
Global 0%
Italy 3%
EU 1%
Global 1%
Italy 1%
EU 1%
Global 13%
Italy 16%
EU 9%
Global 13%
Italy 20%
EU 10%
Global 11%
Italy 17%
EU 8%
Global 9%
Italy 15%
EU 7%
Global 7%
Italy 10%
EU 5%
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Growth is stalling and IoT has not yet filled the gap
Figure 5: Barriers to purchasing IoT devices and services
Price, risk and security are the top barriers to IoT adoption: 64 percent declares that IoT devices are too expensive and 31 percent are concerned about privacy and security issues
find IoT devices are too expensive
are concerned about privacy and security issues
are unsure of any devices that would be valuable to them
find IoT devices too confusing
64% 31% 19% 17%
Global 62%
EU 64%
Germany 53%
UK 58%
Global 47%
EU 29%
Germany 35%
UK 28%
Global 23%
EU 25%
Germany 30%
UK 26%
Global 17%
EU 15%
Germany 14%
UK 21%
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Security fears are shutting down use72 percent are aware of the recent hacker attacks using IoT devices, and 66 percent of these say it will impact their use and purchase decisions
Figure 6: Awareness of security issues about IoT devices and services Figure 7: Impact of security concerns on IoT usage
Sample base: Very aware/Somewhat aware RespondentsSample base: All Respondents
decided to postpone purchasing an IoT device
Very aware
Somewhat aware
Not very aware
Not aware at all decided to be morecautious when usingIoT devices and services
decided to quit or terminatean IoT device or service tillthey were assured of safety
are not too concerned about security breaches such as hacker attacks
27%
27%
12%
24%6%
22%
49%
23%
10Figure 8: Top challenges in using IoT devices and services
Intelligent devices User Experience has significantly improvedEven if consumers confirm a better customer experience, they still struggle with connectivity and device set-up issues
Consumer did not experience any challenges
Setup did not proceed properly
Could not connect to the internet
Was not personalized to the consumer’s preferences
Was not visually- aestetically appealing
2015 2016
6%28%
17%21%
21%20%
13%17%
18%16%
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Actions to take now to ignite the next five years of growth
Ensure a superior customer experience simplifying
the use of devices
Get serious about ecosystems
Ride the wave of the most new and innovative technologies
Build security and trust
1. Fix the basics
2. Sustain “disruptive innovation” culture
3. Think ecosystem. It’s time to co-innovate with partners
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About the 2016 Accenture Digital Consumer Thought Leadership program
The Accenture Digital Consumer Thought Leadership program for communications, media and technology companies is based on a survey which was conducted online between October and November 2015, with 28,000 consumers in 28 countries, including Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, the Netherlands, the Philippines, Poland, Romania, Russia, Saudi Arabia, Slovakia, South Africa, South Korea, Spain, Sweden, Turkey, the United Arab Emirates, the United Kingdom and the United States.
The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 plus. The survey and related data modelling quantifies consumer perceptions of digital devices, content and services, purchasing patterns, preference and trust in service providers, and the future of their connected lifestyle.
About Accenture
Accenture is a leading global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Combining unmatched experience and specialized skills across more than 40 industries and all business functions—underpinned by the world’s largest delivery network—Accenture works at the intersection of business and technology to help clients improve their performance and create sustainable value for their stakeholders. With approximately 373,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives. Visit us at www.accenture.com.
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