Articles

7.1.2011 Global media habits evolve

Many consumers are becoming "device agnostic", causing global media habits to evolve rapidly, Accenture has argued. The consultancy surveyed 8,002 adultsin Brazil, China, France, Germany, India, Japan, Russia and the US, and found 30% bought a mobile phone or computer in 2010, with HDTV sets on 23%, ahead of smartphones. However, although 87% of emerging market shoppers made a category purchase last year, just 71% of their counterparts in developed geographies had done the same. Americans displayed the greatest frugality, as over 40% spent under $500, while 57% of Chinese invested $1,500 or more.

When picking a brand, 61% of customers preferred the most innovative products, and 68% agreed they would pay a premium for eco-friendly items, reaching 89% in China and only 47% in the US. More specifically, 36% of contributors said personal research primarily shaped decisions, beating word of mouth, scoring approximately 20%. In all, 93% of respondents owned a computer, but demand for desktops and laptops could decline by 39% in 2011. Accenture estimated 8% of consumers worldwide now possess a tablet, and a similar number intend to snap one up in 2011.

Email remains the most widespread digital activity as uptake approached 80%, and 39% of the sample dedicated at least five hours a week to this pastime. Social networking boasted a 39% penetration, and 20% of Accenture's cohort spent in excess of 300 minutes browsing platforms like Facebook per seven days.

B.L. 7.1.2011