消费科技行业如何超越消费者的偏好报告

publicis sapient HowtheConsumerTechnologyIndustryCanGetAheadofConsumerPreferences AstudybyPublicisSapient INTRODUCTION Consumertechnologycompanieshaverecordedmassivegrowthsince 2020asthenewnormforschoolsandbusinesseshasshiftedbetween thehome,officeandclassroom.AccordingtoStatistaandtheConsumer TechnologyAssociation,worldwideconsumertechsalesincreasedfrom $422billionin2020toa2022forecastof$505billion.$505b Astheworldsettlesonwhatanewrealitylookslike,ahybridmodelisheretostay. [2022forecast] So,whatdoesthismeanforbrands?Althoughthedemandisstrong,consumersare becumingincredilyintentionslsbouthow,whereandwhatthrypurdhase.Their behazviorsaredrivinghomenewmessagesaroundloyaltyandnewbusinessmodels $422b INTHISREPORTPUBLICI5SAPIENTWILLDIVEDEEPLYINTOTWOMAINAREASI 2020 Consumertechnelegyinhomes:Preferencesandbehaviorsaround dericesandconnectedhomesandsecurity. 2.Shupperpurchasebehavior:Preferencesandbehaviorsareund brandtrust,loyaltyandin-storeandonlineplatforms TECHNOLOGYINTHEHOME:CONNECTIVITYKINGT THESENTIMENT:IT'SALOT Whenyouthinkobouttechnology,whatfirstcomestomind?Commonthemesincluded[innoparticularorder]: Producttypes/features: SAIUDWS smartphones&tablets saoaaps αutomation computers internet&Wi-Fi Sentiments/feelings: toomany ever-chonging makeslifeeasier innovative confvsing userfriendly&convenient Specificbrands:Sony,Samsung,Microsoft,HP,Google,Dell,Apple/iPhone Thein-hometechstackisstrongthesedays.Resegrchindicatesthat84%ofhouseholdshavelaptops,and75%haveatleastonetablet.I isalsomorelikelythathemeshavemorelaptopsandtabletsthandestops.ThecommenlaptopbrandsareHP(40%),Dell(29%). andApple(21%).Generationally,theprefereralentferthese18to34yearsofage[35%)andHP forcon.sumers50to64yearsofage(47%), THEMOSTCOMMONLAPTOPBRANDS MostPopularBrandbyGeneration 40%29%21%47% HPDELLAPPLE35% HP APPLE 18-34y/o50·64y/o Inadditiontodeviceslikelaptopsandcomputers 96%ofhouseholdshaveatleastonecellularphone, with28%havingthreeormore. NumberofCellularPhonesatHome Cellularphone[s]MostPopularCellular 46%PhoneBrandsTotal Apple54% 22%Samsung43% 13% 4% 1.5% LG12% Motorela8% 5% Nono-234ormoreGoogle BrandUsagebyOenerations APPLESAMSUNGGOOOLE 67%among18-34, Lowestfor18-34at32%[compared Highestfer18-34(7%)and35-49(7%) 60%among35-49,49%among50-64,and 43%for65+ to40%-49%byoldergroups) comparedtooldergroups[4%for50-64 and2%for65+) Withsomanytechproductsunderoneroof,peopleare spendingmoretimeonlinethaneverbefore.Globally 92%saytheyarespendingmore,orthesame amountoftimeonlinecomparedto202.Withtheconstant connectiontoproducts,easeofuseandexperiencewilucontinuetobefrontandcenterforconsumers.Thisleadstoanothermajorshiftinconsumerpreference:howconsumerschoosetousetheirdevicesandwhichdevicestheybuyhas moreintentbehinditthesedays.Beingintentionalismorethanjustabuzzword;it'salifestylechoice PEOPLEARESPENDINGMORETIMEONLINETHANEVERBEFORE Peepleengageindigitalactivitiesacrosseveryfaceteftheirdigitallives PeepleinThailand(92h),th-UnitedArabFmiratrs(R29%)andSineapore(74%) reporthigherlevelsofonlineengagementyearoverycearwhencomparedtoother countriex GenZ.(71%)andMilenials(66%)alsereporthigherlerelofonlineengagrmentwhencomparedtoeldergeneration 7% 61% 31%Global92% avercge More ofpeoplearespending hesameomgunl ormoretimeonlinecomparedtolastyse Aboutthesana GAMEON ConsumersarebringingintentionalitytotheirAlmestallbrandshaveD2Ce-commercesites techchoicestoe.Althoughtechnologyusehasthatsellproducts,Stiln,usually,thesesitessell beeasteadilydimbingforyears,pandemlc-onlyabrand'ssptcificproductsorifthey induoedlockdownshaveforcedbillionsof sellothrrproducts,thsbrandselectswhat peepletospendmoretimeonlineandwiththtirproductsarepresented.Theseproductsare devices,whetherforwork,schoelorconnectinggenerallyoolyofferedasanupelloppertunity withleredones,ButtheendlessZoemmeetingsInamarketplace-basedexperience,abrand endtimescrllingthroughsecialmediahavecouldcuratewhichetherbrandspperinthe addedtoserioustechburnout.marketplace,butgiveallproductsequalfooting PeeplewanttheirdevicestoserveapurposeSamsungmaysellGoogleproductsthatwork andhelpimprovetheirlivesAsmentalhealthwellintheSamsungecosystem.Whirlpoolmay endwell-beingcontinutobeattheforefrontofsellreplacementpertsfromcthermanufacturers globalcenversatiens,activitieslikegaminghavealongsideitsown,Marketplaceexperienceshave proxidedsomerepriete.ArecentMicresnfifoundtheirplacewithintheconsumertech surverlinkedthemanybenefitsofgaminglandscapeandshownosignsofslowingdown tomtntalwellness.Gamingsales,especiallyAmarketplacehelpsconsumtrscutthrough hardvare,continuetoincreast,withStatistathedlutteroforenchelmingchoicesandfeel reportingthattheUS.viden-gamehardwarecnnfidentthattheirdhoicvswillwerkandwork revenuein2021hit$1.3billien.PublicisSapienttogetherwithotherpartsoftheirecosystem. researchshowsthathalfofheuseholdshaxe Itisaotthatconsumersareatwarwith atleastentgamingdeviceandthatuseofthe tedhnologytheylikeit,nerditandwantit- PleyStationandNintendoaresimiler(27-28%) itjustntedstobeeasiersndmorecanvenient. withXboxBottoofarbe