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Overview

The blending of the digital and physical worlds is evolving from a wide range of parallel services to a truly seamless experience. The digital voice assistant (DVA) device in its stand-alone form factor is leading the way in this development, as it makes services more easily accessible. The key question for the industry is how well will they be able to develop and offer these blended experiences to their customers.

New findings from the 2018 Accenture Digital Consumer Survey of 21,000 online consumers in 19 countries reveal that respondents want more digital experiences blended into everyday life.

Report thumbnail
VIEW FULL REPORT [PDF]

The hottest
technologies include:

  • Stand-alone voice assistants
    Stand-alone voice assistants
  • Autonomous vehicle
    Autonomous
    vehicles
  • AR ⁄ VR learning content
    AR ⁄ VR learning
    content
  • Flexible subscription-based video services
    Flexible subscription-based video services

Key Findings

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>50%

year-on-year growth in ownership in all countries surveyed, regardless of availability in local languages

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1 ⁄ 3

of online consumers in China, India, the US, Brazil and Mexico will own a DVA by the end of 2018 if stated purchase plans hold

While not yet as widespread as devices with embedded digital assistants, stand-alone DVA devices are used more often.

Frequency of daily and weekly usage

Stand-alone icon

Stand-alone

Embedded icon

Embedded

Less smartphone use icon
2 out of 3
consumers who own and use stand-alone DVAs use their smartphone less
64%

use entertainment services

58%

do less online purchasing

56%

do fewer general searches

Self-driving vehicles icon
INTEREST IN CONNECTED EXPERIENCES EXTENDS TO
SELF-DRIVING VEHICLES
54%

are willing to be a passenger in a self-driving personal vehicle

42%

cite the ability to multi-task as a key advantage for self-driving vehicles

1⁄3

prefer tech brands as a supplier for self-driving vehicles

1⁄3

cite safety as an advantage of human-controlled driving

CONSUMERS WANT MORE THAN JUST FUN FROM
AUGMENTED AND VIRTUAL REALITY (AR ⁄ VR)

Consumers are interested in practical, daily-life AR ⁄ VR applications beyond gaming

67%

want to learn more about a place they are visiting

67%

want to learn new skills or techniques

61%

want to visualize how clothes might fit

58%

want to view 3D manuals

54%

want to shop for household items and furniture

47%

want to play games

Video icon
CONSUMERS ARE IN SEARCH OF SIMPLIFIED, FLEXIBLE AND ENGAGING
OVER-THE-TOP (OTT) VIDEO EXPERIENCES
86%

want a simpler way to manage multiple OTT video services

51%

believe they pay for content they don't want

64%

say they aren't willing to pay more to remove advertising

23%

of consumers' entertainment budgets and 42% of their viewing time are spent on OTT content


*of consumers that have both OTT and PayTV

Recommendations

Give digital consumers exactly what they're looking for

#1 Focus on Merging Digital and Physical Experiences icon

Focus on Merging Digital and Physical Experiences

Moving beyond the Artificial Intelligence (AI) technology built into phones and laptops, digital consumers now find freestanding voice assistants more useful for carrying out daily tasks, from listening to music to scheduling appointments. Expect this trend to carry over into the workplace, and prepare now with expanded options, languages and faster data training.

#2 Architect New Ecosystems to Connect Consumers in Relevant Ways icon

Architect New Ecosystems to Connect Consumers in Relevant Ways

Autonomous vehicles are no longer a part of some far-out futuristic landscape; self-driving cars are here and fast becoming an accepted by digital-savvy consumers. Although not all riders are ready for a fully-autonomous private vehicle experience, take advantage of the subtle continuum of technology adoption; there’s a seat for everyone.

#3 Develop Practical Multi-use Content and Extend Shelf-Life icon

Develop Practical Multi-use Content and Extend Shelf-Life

Augmented and Virtual Reality have been around for years, but consumers now see the vast potential of AR ⁄ VR beyond gaming. Drive demand for your services with relevant content that is informative and expertly executed.

#4 Innovate with New OTT Business Models that Embrace Greater Customization icon

Innovate with New OTT Business Models that Embrace Greater Customization

Consumers spend a substantial amount of viewing time (42%) on subscription-based, OTT video content. Providing more titles and service customization will provide viewers exactly what they’re looking for without the hassle of scanning through multiple devices, subscriptions and On-Demand content.

Accenture on the Show Floor at CES 2018

Greg Roberts, Accenture Managing Director, reports live from CES 2018 in Las Vegas about the hot trends and insights drawn from the 2018 Accenture Digital Consumer Survey of 21,000 online consumers in 19 countries. Discover the latest updates from CES by following @AccentureHiTech .

Robin Murdoch, Accenture Managing Director, reports live from CES 2018 on Day 2 to showcase what our team is seeing and hearing around the show.

Accenture on stage at CES 2018

Stories to Watch at CES 2018

AI Everywhere

Artificial Intelligence has become pervasive across consumers’ lives—from the connected home to self-driving cars, from video games to the workplace—AI is a real, expected, and welcome part of daily routines.

Chicken or the Egg—5G and IoT

5G is on its way. And it’s bringing transmission speeds 10 times faster than the current 4G standard, enormous potential for increased bandwidth and a host of benefits that enable IoT.

Products Becoming Software Smart

CES attendees will notice more electronic hardware that is powered—and being made smarter—by software. There is a growing number of software companies entering the hardware market powering smart phones, drones, and autonomous cars.

Blockchain Connects with CES 2018

Blockchain is a distributed database that drives transparent, safe, and auditable data records. Although this may be the first time blockchain is a big story at CES, it will not be the last.

In-Vehicle Artificial Intelligence Driving Connected Car Market

Connected cars are creating consumer excitement! Artificial Intelligence can provide many of the needed solutions to unlock the potential of connected cars, and will be a major theme at CES this year.