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Igniting Growth in
Consumer Technology
New findings from the 2016 Accenture Digital Consumer
Survey for Italian communications, media and technology
companies reveal...
Growth is stalling
Smartphone market has reached maturity
91% of consumers now own a smartphone
+3% points since 2015
56% plan to buy a smartphone
in the next 12 months
-8% points since 2015
56%
91%
It’s not just smartphones
36% plan to buy a tablet25% plan to buy a laptop38% plan to buy a television
Roadblocks to IoT Adoption
Price, risk and security are top barriers to IoT adoption
-1% point since 2015
-5% points since 2015
–4% points since 2015
Privacy and security fears are shutting
down use
To learn more visit accenture.com/ignite
20%FROM 2014
DOWN
-7% points since 2015
+15% points than EU
+5% points since 2015
+3% points since 2015 +1% points since 2015 +1% points since 2015
+7% points since 2015 +5% points since 2015
+17% points than EU
-12% points since 2015-8% points since 2015
Overall only 9% plan to increase spending
on smartphones, tablets and laptops
42% are satisfied with their current smartphones and are not
planning to replace them over the next 12 months
50% of those planning to buy a new smartphone are
motivated by innovative features and functionalities
Consumer demand is sluggish across
all traditional categories
Italians are early adopters with the highest adoption of
mobile payment services
Lack of a “WOW” factor failing to attract new consumers
16% plan to purchase
a smartwatch
20% plan to purchase
a fitness monitor
17% plan to purchase
home connected
security systems
15% plan to purchase
smart home
thermostat
10% plan to purchase
virtual reality
headset
10% plan to purchase
a personal drone
Marginal increase in purchase intent of IoT but it's not
enough to offset declines
Lack of value perception
raises concerns about price
64% of consumers believe new
IoT devices are too expensive
31% have privacy and security concerns
Consumers continue to have issues
using their IoT devices
20% are unable to connect to the internet
14% say they are too complicated to use
21% said the set-up didn’t proceed properly
Source
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: Australia, Brazil, Canada,
China, Czech Republic, France, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Netherlands, Philippines, Poland, Romania,
Russia, Saudi Arabia, Slovakia, South Africa, South Korea, Spain, Sweden, Turkey, United Arab Emirates, United Kingdom, United States.
The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 and over. 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.
Copyright © 2016 Accenture All rights reserved.
Accenture, its logo, and High performance. Delivered. are trademarks of Accenture.
This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an
assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association
between Accenture and the lawful owners of such trademarks.
60°
57% use or plan
to use mobile payment
65% use it daily
or weekly

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Igniting Growth in Consumer Technology - Accenture

  • 1. Igniting Growth in Consumer Technology New findings from the 2016 Accenture Digital Consumer Survey for Italian communications, media and technology companies reveal... Growth is stalling Smartphone market has reached maturity 91% of consumers now own a smartphone +3% points since 2015 56% plan to buy a smartphone in the next 12 months -8% points since 2015 56% 91% It’s not just smartphones 36% plan to buy a tablet25% plan to buy a laptop38% plan to buy a television Roadblocks to IoT Adoption Price, risk and security are top barriers to IoT adoption -1% point since 2015 -5% points since 2015 –4% points since 2015 Privacy and security fears are shutting down use To learn more visit accenture.com/ignite 20%FROM 2014 DOWN -7% points since 2015 +15% points than EU +5% points since 2015 +3% points since 2015 +1% points since 2015 +1% points since 2015 +7% points since 2015 +5% points since 2015 +17% points than EU -12% points since 2015-8% points since 2015 Overall only 9% plan to increase spending on smartphones, tablets and laptops 42% are satisfied with their current smartphones and are not planning to replace them over the next 12 months 50% of those planning to buy a new smartphone are motivated by innovative features and functionalities Consumer demand is sluggish across all traditional categories Italians are early adopters with the highest adoption of mobile payment services Lack of a “WOW” factor failing to attract new consumers 16% plan to purchase a smartwatch 20% plan to purchase a fitness monitor 17% plan to purchase home connected security systems 15% plan to purchase smart home thermostat 10% plan to purchase virtual reality headset 10% plan to purchase a personal drone Marginal increase in purchase intent of IoT but it's not enough to offset declines Lack of value perception raises concerns about price 64% of consumers believe new IoT devices are too expensive 31% have privacy and security concerns Consumers continue to have issues using their IoT devices 20% are unable to connect to the internet 14% say they are too complicated to use 21% said the set-up didn’t proceed properly Source 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: Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Indonesia, Italy, Japan, Mexico, Netherlands, Philippines, Poland, Romania, Russia, Saudi Arabia, Slovakia, South Africa, South Korea, Spain, Sweden, Turkey, United Arab Emirates, United Kingdom, United States. The sample in each country is representative of the online population, with respondents ranging in age from 14 to 55 and over. 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. Copyright © 2016 Accenture All rights reserved. Accenture, its logo, and High performance. Delivered. are trademarks of Accenture. This document makes descriptive reference to trademarks that may be owned by others. The use of such trademarks herein is not an assertion of ownership of such trademarks by Accenture and is not intended to represent or imply the existence of an association between Accenture and the lawful owners of such trademarks. 60° 57% use or plan to use mobile payment 65% use it daily or weekly