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Consumers Less Likely To Buy Single-Function Electronics, While Plans To Purchase Multi-Function Devices Are On The Rise, Accenture Survey Finds

Platform Loyalty

The survey also polled respondents on operating system preferences. It revealed a lack of loyalty to any single operating system for use on most multi-function devices. Nearly two-thirds (66 percent) indicated they might consider purchasing a mobile or computing device with a different operating system. About one-fourth (24 percent) said they would consider a switch to “see what else is on the market”; 23 percent to “have a better user experience with another operating system”; and 23 percent to “get access to more innovative services and applications.”

“The lack of consumer commitment to any single platform offers numerous opportunities for electronics manufacturers,” added Lewren. “The platforms that offer a more intuitive user experience, and diverse and sticky applications with compatibility across devices, will be key to creating consumer loyalty in this four-horse race.”

Methodology

In September 2012, Accenture conducted an online survey of 11,000 consumers in 11 countries: Brazil, China, France, Germany, India, Japan, Russia, South Africa, Sweden, the United Kingdom and the United States. Respondents were equally split by gender and were at least 18 years old. The survey focused on consumer electronics devices including: basic mobile phones, digital video cameras, PCs (including desktops, laptops, netbooks and ultrabooks), digital photo cameras, BluRay DVD players, non-BluRay DVD players, digital video recorders (DVRs), eBook readers, game consoles, GPS devices, HDTVs, health and fitness devices, portable gaming devices, portable music players, regular TVs, smartphones, and tablet computers. For the full report, visit www.accenture.com/consumertech2013. For an infographic of this report, visit www.accenture.com/consumer-tech-2013-infographic.

About Accenture

Accenture is a global management consulting, technology services and outsourcing company, with approximately 259,000 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$27.9 billion for the fiscal year ended Aug. 31, 2012. Its home page is www.accenture.com.



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