1) The document discusses trends from a survey of digital consumers or "screenagers". It found that digital lifestyles now span all age groups and involve multiple devices and screens. 2) Screenagers are more mature digital users but still want improvements to their digital experiences. They will switch providers if quality or usability does not meet their high standards. 3) Consumers are cautious about sharing their data and most trust established brands like telecom companies. But loyalty must still be earned through better quality of service. 4) The digital landscape remains wide open with new services and competition emerging constantly. Companies that improve consumers' digital lives have opportunities for growth.

1. Everyone's a Screenager.
Now what?
Five trends from the 2015
Digital Consumer Survey
Enter

2. The Big Picture
A world of opportunity
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Digital’s everywhere. Hyper-connected, embedded, increasingly intelligent: in short, consumers can’t
imagine a life without it. The new digital lifestyle spans all age groups. It’s multi-screen, multi-function
and multi-device, and it’s shaping a new world of experiences.
Bottom line? Everyone’s a screenager.
These screenagers are maturing fast. They love and enjoy digital experiences, but they’re also experiencing
growing pains…and they’ll switch providers when quality and/or usability don’t measure up.
Digital loyalty must be earned everyday. No one “owns” a screenager, they’re shared among many different
companies and services. But they have one thing in common. They’re more cautious than ever about whom
they share their data with. Trust is becoming the new digital currency.
Now what? Screenagers are driving a great world of opportunity.
New digital services and businesses are emerging all the time. And in a digital competitive landscape that’s
wide open and constantly changing, Communications, Media & Technology providers have a huge new wave
of growth in front of them.
Game on.
We’re focusing on five mega-trends from the 2015 Accenture Digital Consumer Survey. Consumers
are transmitting some emphatic messages. They’re pointing to a new maturity in digital and it’s time
for service providers and device manufacturers to turn on, tune in and transform these new digital
behaviors into profitable business opportunities.

3. Everyone's a Screenager.
The new digital lifestyle crosses all
age groups. It’s hyper-connected,
multi-function and multi-screen.
01
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05

4. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
What's happening?
The new digital lifestyle crosses all
age groups. It’s hyper-connected,
multi-function and multi-screen.
Now that connectivity’s a given, the second wave of digital is breaking all around
us. Welcome to the hyper-connected world. Connected device penetration is
maturing rapidly across all age groups and we’re seeing a new breed of digital
consumers: the “screenagers”.
As highly connected owners of multiple devices, these screenagers have
insatiable digital appetites. They’re not owned by any one provider. They’re
shared amongst many. And they’re wide open to change. Always on the lookout
for next-generation intelligent devices – from smarter watches to ever-smarter
TVs – they’re also exploring new ways of consuming content.
More movies and sports games are being watched over the internet than ever
before. That doesn’t mean the death of traditional TV anytime soon. But it does
point to a new level of maturity in the digital marketplace. It’s a multi-screen,
multitasking environment so when screenagers are living their digital lives,
expect them to be monitoring their health via smartwatches, securing their
home online and second-screening with digital devices such as smartphones,
laptops and tablets.

5. Facts in Focus
Hyper-connected consumers have
an insatiable digital appetite.
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
40%
of 24-54 year-olds own a
combination of tablet, laptop/
desktop and smartphone.
87%
of TV viewers use a second device
such as smartphone or tablet or
PC/laptop simultaneously.
68%
of 14-17 year-olds plan to buy a
smartwatch in the next 5 years.
89%
of consumers watch long-form
video over the Internet.
83%
of consumers read news online
daily and weekly.
61%
planning to buy a TV next year will
buy a connected HDTV.

6. Wanted: A Better
Digital Life.
Quality and usability are now
the difference between success
and failure.
02
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05

7. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
What's happening?
Quality and usability are now the
difference between success and
failure.
Screenagers are busy building their digital lives. But as they gain in maturity,
they’re experiencing growing pains, especially where out-of-box or out-of-home
experiences are concerned. Of all the consumers who purchase intelligent
devices, 83 percent have difficulties using them. The technology’s available, but
it’s either too complicated to use, too frustrating to set up, or too difficult to
connect to the internet.
That’s not all. We know screenagers are watching much more long-form content
online. But all too often it’s a sub-standard experience. Most of them are
frustrated by poor broadband connections at home. And on the move, over half
are complaining when accessing online video via their mobile devices. Unreliable
broadband also has potentially critical impacts for the connected home, remote
health applications and security control – services where downtime can have
very serious consequences.
One-third of the consumers surveyed said that ease of use is the key factor when
buying an intelligent device. Screenagers are demanding. They want a better
digital life – and that means reliable and simple technology that provides
seamless experiences, wherever they are. If services and devices don’t meet their
high expectations, they’ll switch to another provider. After all, there’s no shortage
of choice out there.

8. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Screenagers are disenchantedwith
aspects of their digital life.
And churn is the risk.
83%
of consumers have difficulty using
their intelligent devices.
83%
get annoyed when experiencing TV
interruptions due to poor internet
broadband connections at home.
53%
of viewers have poor mobile
broadband connections on a daily
and weekly basis when watching
online video.
39%
are planning to switch to another
home internet service provider in
the next year looking for a better
digital life.
Facts in Focus

9. Are You Trustworthy?
Consumers are cautious about
who they share their data with.
03
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05

10. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
What's happening?
Consumers are cautious about who
they share their data with.
In this new hyper-connected world, screenagers expect the devices that they are
bringing online to work securely and as anticipated. That’s a given. But they’re
still sometimes unsure that their personal data is really secure.
In fact, the majority of consumers lack confidence that their personal data is
adequately protected online. This is especially true in the more mature markets of
Europe and North America. So it’s no surprise to see them placing their trust in
brands with which they’ve already established relationships (telcos and consumer
electronics companies, for example).
It’s a potentially huge advantage for incumbent players. Digital trust is the
gateway to monetizing data value. Companies that can leverage and maintain
this trust will have powerful differentiation in a crowded market – allowing them
to convert data into growth, instead of risk.

11. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Consumers are cautious...
...so they prefer to trust established brands.
54%
of digital consumers are cautious
about the information they share
due to lack of confidence in the
online security that protects their
personal data.
1 2 3
Telecom
Operators
Commercial
Banks
Consumer
Electronics
Companies
Facts in Focus

12. Loyalty Must Be Earned.
Brand alone is not enough. But
companies that improve and simplify
consumers’ digital lives can be
winners.
04
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05

13. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
What's happening?
Brand alone is not enough.
But companies that improve and
simplify consumers’ digital lives
can be winners.
Loyalty is a fragile commodity. In a multi-choice world, screenagers’ consumption
is volatile and brands must continuously prove service quality and reliability.
People are ready to switch allegiance if their expectations are not met…or when
something new comes along.
The message for service providers and device manufacturers is to take nothing
for granted. Consumers that favor their traditional providers for quality video are
in a minority. When they’re looking for a new smartphone, most users say they
will try a new brand over one that they already own. Over-the-top providers have
work to do before they are seen as preferred Pay-TV providers.
The good news is that valuable rewards are on offer for service providers that can
simplify and improve consumers’ digital lives. The vast majority of screenagers
say they prefer to buy bundled solutions from the same provider. And over half of
them are ready to pay more for a faster and more reliable internet connection.
In other words, keep it simple and make it work, seamlessly. Always.

14. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Loyalty is uncertain.
Brands have to capitalize
on improving and
simplifying consumers'
digital lives.
Only 31%
favor their traditional providers—
broadcasters, cable companies or
telcos—for quality video.
Only 32%
of consumers looking to buy
a specific smartphone already
own devices from the same
brand.
Only 13%
will select over-the-top brands as
pay-tv providers.
79%prefer a bundled solution from
the same provider.
51%are ready to pay more for a faster
and more reliable internet connection
to watch the TV/movies/videos they
want anytime.
Facts in Focus

15. A World of Opportunity.
The digital competitive landscape is
still emerging and the playing field
is wide open.
05
Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05

16. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
What's happening?
The digital competitive landscape is
still emerging and the playing field
is wide open.
The surge in appetite for connected, intelligent devices – smartwatch-based
devices, in-vehicle entertainment systems, wearable health devices, and home
surveillance systems, to mention just a few – opens doors for service providers
across the spectrum.
New types of services and businesses are emerging all the time. And convergence
between them is redefining traditional value chains – and the way money flows
through them. Business models are being transformed every day and the new,
wide-open playing field is attracting competition from multiple sources – other
industries and new disruptive players.
None of this means that the game is over for established Communications,
Media Technology players. Provided they act now to become digital businesses,
leveraging their enormous strengths in credibility, trust, proximity and quality of
experience, they will be ready to compete and differentiate. To become the
Disruptors instead of the Disrupted. That has to be a prize worth playing for.

17. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Top 3 preferred service providers for today
and in the future:
Specialist
Company
Specialist
Company
Device
Manufacturer
Device
Manufacturer
Specialist
Company
Telco
Specialist
Company
Telco
Device
Manufacturer
Telco
Device
Manufacturer
Telco
Home Surveillance Systems
Wearable Health Devices
In-vehicle Entertainment Systems
Smartwatch-based services
1 2 3
Facts in Focus

18. Everyone’s a
Screenager.01 Wanted: A Better
Digital Life02 Are You
Trustworthy?03 Loyalty Must Be
Earned.04 A World of
Opportunity.05
Summing Up
Accelerate your digital transformation
Welcome to your marketplace – hyper-connected, multitasking screenagers using a rapidly
expanding range of ever more intelligent devices.
The end-user has moved to the center of every digital experience. And loyalty cannot be
assumed…screenagers demand more, better, easier, faster, safer.
From video quality to broadband reliability, device compatibility, billing transparency, payment
methods, personalized service and more, every consumer touchpoint must be constantly
monitored and optimized to deliver the best possible experience, every time.
Established service providers – notably telcos and device manufacturers – have an opportunity
to leverage the high levels of trust consumers invest in their brands.
But for all providers in this space, incorporating standalone digital technologies into the
organization is no longer enough. Instead, digital technologies need to be embedded and
leveraged to holistically transform their businesses into digital businesses and compete for
the big market prize.
Smart companies are accelerating their digital transformation – today – so they can keep on
becoming tomorrow’s leaders.
Ready, Steady, Go!

19. About the 2015 Accenture
Digital Consumer Survey
The Accenture Digital Consumer Survey for
communications, media and technology
companies was conducted online between
October and November 2014, with 24,000
consumers in 24 countries: Australia, Brazil,
Canada, China, Czech Republic, France,
Germany, India, Indonesia, Italy, Japan, Mexico,
Netherlands, Poland, Russia, Saudi Arabia,
South Africa, South Korea, Spain, Sweden,
Turkey, United Arab Emirates, United Kingdom
and United States.
The sample in each country is representative of
the online population, with respondents ranging
in age from 14 to 55+. The survey polled
respondents about their usage, attitudes and
expectations related to digital devices ownership,
content consumption, broadband constraints,
digital trust and the internet of things.
About Accenture
Accenture is a global management consulting,
technology services and outsourcing company,
with approximately 336,000 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$30.0
billion for the fiscal year ended Aug. 31, 2014.
Its home page is www.accenture.com.
Home
Authors
Marco Vernocchi
Senior Managing Director
Communications, Media and Technology
Global Digital Lead
Robin Murdoch
Managing Director
Communications, Media and Technology
Global Internet and Social Lead
Bouchra Carlier
Senior Manager
Accenture Research
Join the conversation:
#digiknow | www.accenture.com/screenager
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