After studying a multitude of different data findings from our recently released global consumer electronics usage survey of 19 consumer electronic devices, Accenture asked a simple question: If we had to identify three of the most promising market opportunities for selling consumer electronics products and services based on these findings, what would they be? Three rose to the top of the list: TV applications for PCs, tablets and smart¬phones; the fertile consumer markets in emerging countries; and the consumer electronics buying behavior of the younger generation.
Market Opportunity Number One: TV Applications for PCs, Tablets and Smartphones
Accenture's survey of more than 10,000 global consumers found that the battle for consumers' eyeballs and time is intensifying among TV viewers. Viewership continues to rise, however the impact on the TV screen in the home is shifting. For example, in China, France, India, Japan and the United States the percentage of consumers watching broadcast or cable TV shows, movies or videos on a TV screen in a typical week plummeted from 71 percent in 2009 to 48 percent in 2011 as consumers moved some of their viewership to PCs, tablets and smartphones. These trends are reflected in consumers' TV purchase plans. During the next 12 months, the percentage of survey respondents intending to buy a TV fell to 32 percent this year, down from 35 percent in 2010.
According to our research, a majority (56 percent) of respondents are changing the choices they make and how they behave. The most frequently cited change relates to entertainment, with 32 percent indicating they had stopped or almost stopped renting or buying DVDs.
Given this situation, consumer electronics companies should explore more opportunities with other companies participating in the information application market (for news, sports, weather); networking applications (social/professional networks); and entertainment applications (such as music, single or group games and videos). Accenture's consumer electronics survey found these to be the most widely used applications that will continue to be for the next few years.
The consumer electronics market is no longer about just manufacturing a product and selling it. It's more about competing in a more extensive and integrated ecosystem. Consumer electronics companies are being heavily impacted by a new business model called "super¬stacks." Accenture defines a superstack as a more extensive and cohesive integration of operating systems, semi¬conductor chips, devices, applications and end-user services than the industry has traditionally achieved. The primary driver of superstacks will be the mobility market, particularly in the smartphone arena where superstack-based products have already been made commercially available.