消费科技行业如何超越消费者的偏好（英）-15正式版

HowtheConsumerTechnologyIndustryCanGetAheadofConsumerPreferencesAstudybyPublicisSapientINTRODUCTIONConsumertechnologycompanieshaverecordedmassivegrowthsince2020asthenewnormforschoolsandbusinesseshasshiftedbetweenthehome,officeandclassroom.AccordingtoStatistaandtheConsumerTechnologyAssociation,worldwideconsumertechsalesincreasedfrom$422billionin2020toa2022forecastof$505billion.Astheworldsettlesonwhatanewrealitylookslike,ahybridmodelisheretostay.So,whatdoesthismeanforbrands?Althoughthedemandisstrong,consumersarebecomingincrediblyintentionalabouthow,whereandwhattheypurchase.Theirbehaviorsaredrivinghomenewmessagesaroundloyaltyandnewbusinessmodels.

$505b(2022forecast)INTHISREPORTPUBLICISSAPIENTWILL$422bDIVEDEEPLYINTOTWOMAINAREAS:1.Consumertechnologyinhomes:Preferencesandbehaviorsaround2020devicesandconnectedhomesandsecurity.2.Shopperpurchasebehavior:Preferencesandbehaviorsaroundbrandtrust,loyaltyandin-storeandonlineplatforms.TECHNOLOGYINTHEHOME:ISCONNECTIVITYKING?THESENTIMENT:IT’SALOTWhenyouthinkabouttechnology,whatfirstcomestomind?Commonthemesincluded(innoparticularorder):Producttypes/features:smartTVsvideogamessmartphones&tabletssmartdevicesautomationcomputersinternet&Wi-FiSentiments/feelings:toomanyever-changingmakeslifeeasierinnovativeconfusinguserfriendly&convenientSpecificbrands:Sony,Samsung,Microsoft,HP,Google,Dell,Apple/iPhoneThein-hometechstackisstrongthesedays.Researchindicatesthat84%ofhouseholdshavelaptops,and75%haveatleastonetablet.Itisalsomorelikelythathomeshavemorelaptopsandtabletsthandesktops.ThemostcommonlaptopbrandsareHP(40%),Dell(29%),andApple(21%).Generationally,thepreferencesshiftslightly.Appleisthemostprevalentforthose18to34yearsofage(35%)andHPforconsumers50to64yearsofage(47%).THEMOSTCOMMONLAPTOPBRANDSMostPopularBrandby40%29%21%Generation47%HPDELLAPPLE35%HPAPPLE18-34y/o50-64y/oInadditiontodeviceslikelaptopsandcomputers,96%ofhouseholdshaveatleastonecellularphone,with28%havingthreeormore.NumberofCellularPhonesatHomeCellularphone(s)MostPopularCellular46%PhoneBrandsTotalApple54%22%Samsung43%13%15%LG12%4%Motorola8%Google5%BrandUsagebyGenerationsAPPLESAMSUNGGOOGLE67%among18-34,Lowestfor18-34at32%(comparedHighestfor18-34(7%)and35-49(7%)60%among35-49,to40%-49%byoldergroups)comparedtooldergroups(4%for50-6449%among50-64,andand2%for65+)43%for65+Withsomanytechproductsunderoneroof,peoplearespendingmoretimeonlinethaneverbefore.Globally,92%saytheyarespendingmore,orthesameamountoftimeonlinecomparedto2020.Withtheconstantconnectiontoproducts,easeofuseandexperiencewillcontinuetobefrontandcenterforconsumers.Thisleadstoanothermajorshiftinconsumerpreference:howconsumerschoosetousetheirdevicesandwhichdevicestheybuyhasmoreintentbehinditthesedays.Beingintentionalismorethanjustabuzzword;it’salifestylechoice.PEOPLEARESPENDINGMORETIMEONLINETHANEVERBEFOREPeopleengageindigitalactivitiesacrosseveryfacetoftheirdigitallives.PeopleinThailand(92%),theUnitedArabEmirates(82%)andSingapore(74%)reporthigherlevelsofonlineengagementyearoveryearwhencomparedtoothercountries.GenZ(71%)andMillenials(69%)alsoreporthigherlevelsofonlineengagementwhencomparedtooldergenerations.4GAMEONConsumersarebringingintentionalitytotheirtechchoicestoo.Althoughtechnologyusehasbeensteadilyclimbingforyears,pandemic-inducedlockdownshaveforcedbillionsofpeopletospendmoretimeonlineandwiththeirdevices,whetherforwork,schoolorconnectingwithlovedones.ButtheendlessZoommeetingsandtimescrollingthroughsocialmediahaveaddedtoserioustechburnout.Peoplewanttheirdevicestoserveapurposeandhelpimprovetheirlives.Asmentalhealthandwell-beingcontinuetobeattheforefrontofglobalconversations,activitieslikegaminghaveprovidedsomereprieve.ArecentMicrosoftsurveylinkedthemanybenefitsofgamingtomentalwellness.Gamingsales,especiallyhardware,continuetoincrease,withStatistareportingthattheU.S.video-gamehardwarerevenuein2021hit$1.3billion.PublicisSapientresearchshowsthathalfofhouseholdshaveatleastonegamingdeviceandthatuseofthePlayStationandNintendoaresimilar(27-28%),withXboxnottoofarbehind(with22%ofhouseholdshavinganXboxsystem,andthemajorityhavingXbox360orXbox1).Theproliferationofdeviceshasoftenleftpeoplewithtoomanychoices,andthetechburdenisoverwhelming.Sowhatdoesthismeanforbrands?Itmeansit’stimetotakethepainawayforconsumerswithamarketplaceexperience.

AlmostallbrandshaveD2Ce-commercesitesthatsellproducts.Still,usually,thesesitessellonlyabrand’sspecificproducts—oriftheysellotherproducts,thebrandselectswhatproductsarepresented.Thoseproductsaregenerallyonlyofferedasanupsellopportunity.Inamarketplace-basedexperience,abrandcouldcuratewhichotherbrandsappearinthemarketplace,butgiveallproductsequalfooting.SamsungmaysellGoogleproductsthatworkwellintheSamsungecosystem.Whirlpoolmaysellreplacementpartsfromothermanufacturersalongsideitsown.Marketplaceexperienceshavefoundtheirplacewithintheconsumertechlandscapeandshownosignsofslowingdown.Amarketplacehelpsconsumerscutthroughtheclutterofoverwhelmingchoicesandfeelconfidentthattheirchoiceswillworkandworktogetherwithotherpartsoftheirecosystem.Itisnotthatconsumersareatwarwithtechnology—theylikeit,needitandwantit—itjustneedstobeeasierandmoreconvenient.Fifty-threepercentoffemalesand42%ofmalesarelikelytobeoverwhelmedbytechnologychoices,buttheyarestillinterestedinwhatistocome.Sixty-twopercentofmalesand52%offemalessaidtheyareexcitedtolearnaboutnewtechnology.5AMONG18-34YEAROLDS,3IN4AGREETHATTECHNOLOGYISTHEBESTWAYTOSTAYCONNECTED.THISSENTIMENTWASFELTBYJUSTOVERHALFOFTHOSE65+.Those18-34aremuchmoreexcitedtolearnaboutnewtechnologythantheoldestgroup(73%agreecomparedto38%ofthose65+.)Whileexcited,theyoungestgroupismostlikelytoagreethattheyaretryingtoreconnectwithnatureandminimizetechnology(39%,18-34yearolds).Amongthose65+,6in10areoverwhelmedbythemanytechnologychoicesandoptionsavailable.Top2Box(stronglyorsomewhatagree)18-3435-4950-6465+Iamsatisfiedwiththetechnologyinmyhome75%70%70%74%Technologyisthebestwaytostayconnected75%63%61%54%Iamexcitedtolearnaboutnewtechnologies73%63%55%38%Technologyhelpskeepussafer58%50%45%51%Thetechnologyinmyhomereflectsmystyle59%50%46%45%Iamconcernedaboutthetechnologyindustrybeingledbyonlyafewlargebrands46%49%51%58%Iamoverwhelmedbyallthetechnologychoicesandoptionsavailable39%40%49%61%Iamtryingtoreconnectwithnatureandminimizetechnology39%31%29%27%Itisdifficulttodecideonwhichtechnologyisbestformyhome34%40%37%38%CONNECTIONPOINTAsconsumers’livesbecomeincreasinglyconnected,thehomeisprimedtobethecentrallocationforitall.Butwearenotthereyet.Aboutfourin10householdscurrentlyuseapersonalvoiceassistantorsmarthub,withAlexahavingdoubletheusagecomparedtoGoogledevices(28%vs.14%).About20%ofhouseholdsusethreeconnecteddevices:thedoorbell,aheatingandcoolingdeviceandsecuritycameras.Fewerhomesuseconnectedlighting(16%indoorsand11%outdoors).Intermsofwhatconsumersplantopurchaseinthenexttwoyears,homesecuritycameraswererankedhighest(17%).THEREWERETHREECONNECTEDDEVICESTHATAREUSEDBYABOUT2IN10HOUSEHOLDS:DOORBELL,HEATING/COOLINGDEVICE,ANDSECURITYCAMERASConnectedlightingisusedbyfewerhouseholds(16%forindoor,11%foroutdoor).Plannedpurchasesvaryfrom7%atthelowestforindoorlightingto17%(atthehighest)forsecuritycameras.InternetConnectedDevices–HaveandPlantoGetinNext24Months|TotalYoungergenerationsaremostlikelytohaveinternet-connecteddeviceslikespeakers(35%),heatingandcooling(24%),securitycameras(23%)anddoorbells(22%).7THEYOUNGESTGROUPWASMOSTLIKELYTOHAVEINTERNETCONNECTEDDEVICES(SPEAKERS35%,HEATING/COOLING24%,SECURITYCAMERAS23%,DOORBELL22%).Manyofthelisteditemshadusagelessthan10%bythoseage35+InternetConnectedDevices—Total&ByAgeGroupsTotal18-3435-4950-6465+Securitycameras21%23%26%20%13%Heating/Cooling19%24%19%19%15%Doorbell18%22%25%16%12%Indoorlighting16%9%19%20%6%Outdoorlighting11%12%9%15%9%Total18-3435-4950-6465+Speakers25%35%33%21%12%Clocks11%15%13%9%10%Smartvacuums10%17%11%8%6%Kitchenappliances10%15%10%9%8%Kitchengadgets7%11%7%6%5%Windowblinds/curtains5%7%5%4%5%Petrelateddevices4%7%6%3%2%Other10%8%15%10%6%Thedatashowthatconsumersvaluemanypartsoftheirlivesbeingconnected.So,what’simpedingafullyconnectedhomelife?Rightnow,theexperienceisnotthere.Itistoohard.Brandshaveanopportunitytothinkbeyondthesinglesolutiontheyareprovidingconsumerstodayandhowtheywillfitintothebroaderhomeecosystemofthefuture.Theultimategoalshouldbetogiveconsumersthepeaceofmindthateverythingwillseamlesslyworktogether.8PURCHASINGINFLUENCES,TRENDSANDBEHAVIORSTrustorBustPublicisSapientresearchrevealsthatbrandtrustisstillasignificantfactorthatinfluencesbuyingdecisionsacrossgenerations.Theresearchshowsthatbrandrecognitionandagoodreputationareimportanttoalmostninein10ofthosesurveyedwhenpurchasingtechnologyproducts.SamsungrankedastheNo.1brandbyconsumers,with44%sayingtheyhavefulloralotoftrustinthebrand.Amazoncloselyfollowedwith40%,followedbyApplewith34%.Metahadverylowtrustcross-generationally,withnearlyathirdsayingtheydonottrustthebrand.

Brandsshouldn’tjuststopthere,however.Thereisnuanceinthefindings.Althoughbrandtrustisessentialtomostacrosstheboard,consumerpreferencediffersslightlybygeneration.Forexample,oldergroupsaremorelikelytoconsider“beingmadebyabrandthathasagoodreputation”asimportant(92%inthe65+groupcomparedto81%inthe18to34group),whereasyoungergenerationsplacemoreimportanceon“beingthesamebrandasothertech”and“beingthenewestmodel,”comparatively.Sothechallengeremains—canbrandsmaintaintheirreputationswhilealsoaddressingtheimportanceofbringingnewproductstomarket?Orwillthenotionofmarketplacesshiftconsumerpreferencesothattheydonothavetohavethesamebrandacrosstechproducts?Consumershavemanychoicesrightnow,butaretheytherightchoices?Inadditiontotrust,itisimportanttonoteareasofopportunityforbrands,especiallyaddressingconsumers’manyfrustrations.WHENBUYINGTECHNOLOGYPRODUCTS,BEINGMADEBYABRANDWITHAGOODREPUTATIONISIMPORTANTTOALMOST9IN10.•Almost8in10scored‘beingabletoconnecttheproducttotheinternet’asimportant.•Beingthenewestmodelis‘veryimportant’toonly1in10(andsomewhatimportantto3in10).ImportantFactorswhenDecidingonTechnologyProductstoBuy|TotalVeryimportantSomewhatimportantMadebyabrandthathasagoodreputationTop24422%%45%87%BeingabletoconnecttheproducttotheInternet33%4455%%78%Beingcompatiblewiththeecosystem/hubusedathome2299%%42%71%Beingavailableatastorewhereyouregularlyshop2244%%40%64%Havingthenewesttechnologyenabled1177%%35%52%Beingthesamebrandasothertechnologyinyourhome38%1122%%50%Beingthenewestmodel1111%%33%43%Commonthemesworthnotingareconsumersentimentaroundusability,longevityandvalue,easeofinstallationanduseandprivacy.Overall,safetyandprivacyarecomplicatedconcernsforconsumers.Eighty-onepercentofconsumerssaytheyareconcernedwithprivacysettingoptionsintheirtechproducts,likewhatdataarebeingcollectedandhowthesedataareused.Manytechproductsrequireconsumerstoadjusttheirdatasettingsawayfromthedefaulttohavemoreprivacy.Still,only20%ofpeopleindicateddoingsoregularly.Whenconsumerslooktomakethosechanges,almosthalfregularlyoroccasionallyaskfriendsorfamilyforhelptosetuptheirnewtechnology.Those65+aremorelikelytoreachoutforhelpbyagegroup.

Here’swherethenuancecomesintoplay:72%ofconsumerssaidtheyareawareofdatabeingcollectedinexchangeforfreeservicesorfeatures.However,thereissignificantinterestfromconsumerswhowouldbewillingtopayapremiumtohavetechnologybemoreprivate(7%“veryinterested,”32%“somewhatinterested”).Brandscancreategreatertrust,loyaltyandROIbybeingtransparentintheirdatacollection,simplifyinghowuserscansetuptheirpreferencesandpotentiallyofferingservicesatanadditionalpricepointforthosewhowantmoreprivacy.WHATISTHEBIGGESTTECHNOLOGYFRUSTRATIONTHATYOUHAVE?Commonthemesincluded(innoparticularorder):Usability:Confusion&sentiments:-connectioninstability-learningcurve-glitches-siloeddevices-internetisslow-settingup-reliability-toomanypasswords-battery&storagespace-privacyLongevity&value:toomanyupgradesSomealsosaidtheyhavenofrustration.- techaging- tooexpensiveWHEREANDWHATTOBUYWhenitcomestotechproductpreference,qualityandpricearetwoimportantfactorsthatdictatewhattobuy.Whereareconsumersgettingtheirproductinformation?Thebuyingjourneyisnotlinear,andmostconsumersdotheirresearchaheadoftime,with86%ofconsumerstakingtimetoresearchandcomparewhattobuybeforehand.Preferenceforbuyingtechnologyonlineorinstoreisfairlysplit,with42%preferringonlineand58%preferringinstore.Thelikelihoodofusingcertainsourcesvariedbyagegroup:50+aremorelikelytoaskfriendsorfamilythanyoungergroupsandmorelikelytoaskstaffinstore.Those18to

34arelesslikelytovisitstoresinpersontocompareitems.Theyseekinformationfromtechblogs,forumsandsocialmedia(likeFacebookandInstagram).Thisdataemphasizeshowimportantitisforallbrandchannelstocreatetheexperience,educationanddetailnecessaryforconsumers.Reputationandqualitywillplayoutintheseforumsandchats.Thedataemphasizetheimportanceofbrandstickiness,personalizationandexperience.

42%prefershoppingonline58%preferinstorepurchasesQUALITYANDPRICEHADTHEHIGHESTRANKINGSFORIMPORTANCEWHENDECIDINGONWHICHTECHNOLOGYPRODUCTSTOBUY.Easeofusewasthenexthighestfactorranked,withabouthalfrankingthisfactorinthetop3(54%).Leastlikelytohavebeenrankedasmostimportantwasdesign/styleandwhereitwasmade(around10%intop3ranks).RankingofImportanceforDecidingonWhichTechnologyProductstoBuy|Total71%68%54%30%21%19%16%11%10%30%32%23%18%23%16%19%19%16%14%5%10%8%7%7%11%5%1%5%5%6%3%4%4%2%3%5%QualityPriceEaseofuseProductlifespanBrandnameWarrantyPrivacysettingDesign/StyleWhereitwasmadeoptionsMostimportant2ndmostimportant3rdmostimportant11PREFERENCEFORBUYINGTECHNOLOGYONLINEORINSTOREISFAIRLYSPLIT,WITH42%PREFERRINGONLINEAND58%PREFERRINGINTHESTORE.3in10loveshoppingfortechnologyproducts,whiletheremainderdosobecausetheyhaveto.2in10arealwaysonthelookoutfornewtechnologyproducts,whiletheremainderwaitforaspecificneed.ApproachtoBuyingTechnology|TotalPreferonlineorgong Lovetoshop,orshop Alwaysonthelookoutorwaitintostore? bynecessity? forspecificneeds?PrefertobuyonlineifitisanoptionPrefertogotothestoreevenifonlineisanoption

Loveshopping29%Alwaysonthe19%fortechnology42%lookoutfornewproductstechnologyproductsShopfor71%81%technologyneedtobuynew58%productstechnologybecauseIhaveproductstoTotal Total TotalSinceconsumersprefertoresearchtheirbuyingdecisionsaheadoftime,itmakessensethatplannedpurchasesoftechnologyaremuchmorecommonthanimpulse,with89%usuallyplanningtheirpurchases.Oneinfourbuytechnologyproductsonspecialoccasions,whereastheremainderismorelikelytobuyatanytimeoftheyear.YOUNGERAUDIENCESHAVECLOSETOANEQUALSPLITOFPREFERRINGTOSHOPINSTOREORONLINE,WHILETHOSE65+AREMORELIKELYTOINDICATEPREFERRINGTOGOINSTORE(68%).Havingalovefortechnologyproductshoppingismuchgreaterintheyoungestgroup(51%ofthose18-34loveshoppingfortechnologycomparedto22%in50-64yearolds,and14%inthe65+group).3in1018-34yearoldsarealwaysonthelookoutfornewtechproducts(whileonly7%inthe65+group).ApproachtoBuyingTechnology|ByAgeGroupsPreferonlineorgongintostore?Prefertobuyonlineif38%32%itisan54%47%optionPrefertogotothestore62%68%evenif53%46%onlineisanoption18-3435-4950-6465+

Lovetoshopfortechorbecausehaveto?Loveshopping22%14%fortechnology35%products51%Shopfor78%86%technology65%products49%becauseIhaveto18-3435-4950-6465+

Alwaysonthelookoutorwaitforspecificneeds?17%7%Alwayson22%thelookout34%fornewtechnologyproductsWaitfora83%93%78%tobuynew66%technologyproducts18-3435-4950-6465+Areyoumakingiteasyforconsumerstolearnaboutyourbrandandproducts?Doyouhaveacompletepictureoftheirinteractionswiththebrand?Customerlifetimevalueiscriticaltothatstickiness,andhowbrandsusedatatopersonalizeexperiencesforconsumerswillonlybecomemoreimportant.12THESUSTAINABILITYASPECTWhatdoconsumersdowithallofthoseproductsoncetheyupgradetonewerversionsorreplacethementirely?Manypeoplehaveacceptedthattheirtechnologywon’tworkforever.WithhouseholdnameslikeAppleandSamsunglaunchingnewproductseveryyear,mostsoftwareandhardwareareeventuallyrenderedobsolete.Althoughtechnologyobsolescencedrivesdemandfornewdevices,italsocreatesasustainabilityproblem—whereandhowshouldconsumersdisposeofunwantedhardware?Andwhatshouldconsumersdowitholddevicesoncethey’veexpired?Almostninein10consumersareconcerned(veryorsomewhat)withhowlongbatterieslastintechnologyproducts,and77%ofconsumerssaidtheyareinterestedinreturningtechnologythatnolongerworkstoarecyclingcenterorretailer.Abouthalf(49%)wouldbeveryorsomewhatwillingtopay10-15%moreforproductsmade

inanenvironmentallyfriendlyway,and54%wouldpaymoreforproductsthatcanbefullyrecycledafteruse.Althoughsomebrandsofferrecyclingcapabilitiestoconsumers,they’reusuallyhiddenorrequireconsumerstosearchthemout.Brandscanmovethesecapabilitiesintothee-commercejourney,reinforcingtheirvaluesandcommitmenttotheenvironmenttoyoungerconsumersactivelylookingforthesecues.Thisisanopportunityforanewbusinessmodelforconsumertechbrands:subscriptionservices.Researchalreadyindicatesthatconsumersarewillinganddousesubscriptionservicesacrossindustries.Thirty-fivepercentofhouseholdshaveatleastonesubscriptionserviceorauto-shipmentprogram.Techcompaniesshouldexplorewhetherasubscriptionmodel—TechasaService—wouldengenderloyaltyfromcustomerswhilecreatingpredictabilityandrevenuestreamsaroundrecyclingorrefurbishingoldertech.

Returningtechnologythatdoesnotworkorisobsoletetorecyclinglocationorretailer74%interestedRETURNINGTECHNOLOGYTHATDOESNOTWORKOROBSOLETE(TORECYCLEORTORETAILER):37%VERYINTERESTEDAND37%SOMEWHATINTERESTED•Interestinreturningtechnologythatdoesnotworkorisobsoletewasmostlysimilarwithinagegroups.InterestinTechnology|Total37%37%17%5%5%VeryinterestedSomewhatinterestedNeutralNotveryinterestedNotatallinterested13WHAT’SNE