The research study, conducted annually, "investigates the attitudes, behaviours and top trends of consumers adopting and using mobile smart devices and related services".
The study found that, despite the widespread ownership and use of smartphones — with 84% of consumers surveyed now owning a device, up from 74% in 2014 — the majority of smartphone owners are unhappy with their mobile service.
What are the specifics?
Accenture’s Screenager report points to the following:
- 50% are dissatisfied with their connectivity and experience and would switch providers;
- 58% are concerned about the security of financial transactions;
- 42% are concerned about privacy and security; and
- 86% are unhappy with mobile advertising interfering with their experience.
The report also uncovered another statistic that poses a challenge for wireless providers: the percentage of consumers who plan to increase spending on smartphones, tablets, PCs-laptops and TV sets in the next 12 months dropped by 12% since 2014, falling from 22% to only 10% in 2016.
At the same time, Accenture’s data "pointed to opportunities for mobile providers to improve their service and meet consumer demands. For instance, nearly two-thirds (64%) of smartphone users said they would pay more to a provider for better connectivity".
Marco Vernocchi, global digital lead of Accenture’s Communications, Media & Technology operating group said: “Mixed data on consumer satisfaction coupled with flat growth in smart devices could be seen as a threat, but forward-looking providers will see it as an opportunity as consumers’ digital appetite has never been greater.
“The key is delivering new, high-quality, multi-device and multi-channel experiences that meet consumer expectations immediately. This requires smart, user-centric design that is guided by consumer insights gained through integrated analytics and supported with the connectivity, security and privacy consumers expect.”
While consumer intent to buy new smart devices is down, Accenture says that "it is clear their digital appetite remains strong".
More below, please read on.
The report found that "the most common activities for which smartphone owners use their devices — other than talking and texting — are watching online video (cited by 77% of smartphone owners) and playing online games (55%)".
Accenture says the combination of "increased smartphone ownership and usage, coupled with dissatisfaction with the mobile experience, presents opportunities for service providers".
Specifically, providers are advised to:
- Create seamless, multi-device, multi-channel experiences from the time users first engage with their screens. Accenture says "screenagers don’t have the patience to wait for a second or third version to get it right; loyalty is heavily determined by their experience, so executing flawlessly based on user insights is the key to building and maintaining that loyalty".
- Address the need for an integrated, omni-channel customer relationship approach and system to understand user behaviour and intent. Meeting the demands of screenagers across the spectrum "requires analytics that inform, coupled with agile front-end development capabilities to stay current and adapt quickly".
- Consider new revenue models. The device is a delivery vehicle for multiple services used daily – but users expect flexibility and value for their dollar.
- Institute an “open innovation” approach. No one provider can do it all. An “open innovation” approach that entails partnering with content and service providers to create a dynamic ecosystem to deliver desired services and apps is a key strategy to reinvigorate the user base.
For those wondering about the age groups that 'Screenagers' refers to, Accenture says in its '2016 Digital Consumer Survey' from which the '2016 Screenager Report' was compiled, here's the detail on Accenture's survey members. You can see the last page (page 15) of the Digital Consumer Survey to verify the information I've listed below:
The survey 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.'