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Users may not buy uni-role devices anymore: Accenture

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Chokkapan
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BANGALORE, INDIA: From next year, consumers are less likely to buy single-function electronic products, as they are more inclined to go for multi-function devices, states a new survey conducted by Accenture.

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In its 2013 Global Consumer Electronics Products and Services Usage Report - the study for which was conducted last September - released on Monday, Accenture has attempted to explore consumer usage and spending habits for 16 types of consumer electronic devices, 11 of which perform a single function and five that execute multiple functions.

According to the survey, consumers' intentions to purchase single-function devices have fallen or remained flat compared to 2011. For instance, the percentage of survey respondents planning to buy BluRay DVD players fell slightly, from 11 per cent to 10 per cent, while purchase intentions for digital photo cameras, digital video cameras, and game consoles remained flat.

In stark contrast, the percentage of respondents planning to buy multi-function devices in the next year increased significantly, from 16 per cent a year ago to 36 per cent for desktop and laptop PCs; from 27 per cent to 41 per cent for smartphones; from 20 per cent to 33 per cent for HDTVs; and from 16 per cent to 23 per cent for tablets, stated a release.

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"The consumer electronics market is now predominantly a four-horse race among multi-function devices - PCs, smartphones, tablets and HDTVs," said Mattias Lewren, managing director for Accenture's Electronics and High-Tech industry group.

"This development amounts to a call to action for electronics manufacturers. They need to focus squarely on innovative devices with multiple applications, from browsing to media consumption to communications in various settings. Consumers want 'do-it-all' capabilities in various sizes and user experiences that fit their different lifestyle needs."

Some bright spots

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While purchase intent for single-function devices is largely flat or declining, a few bright spots emerged, namely basic mobile phones, global positioning satellite (GPS) devices, health and fitness devices and, to a lesser extent, eBooks, the release stated.

The percentage of survey respondents intending to purchase these devices rose, albeit from a relatively small base: basic mobile phones (increased from 6 per cent to 10 per cent), GPS (from 9 per cent to 11 per cent), health and fitness devices (from 7 per cent to 9 per cent) and eBooks (from 8 per cent to 9 per cent). But the functionality of even these devices is increasingly being integrated into multi-function products such as smartphones.

Platform loyalty

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The survey also polled respondents on operating system preferences. It revealed a lack of loyalty to any single operating system for use on most multi-function devices. Nearly two-thirds (66 per cent) indicated they might consider purchasing a mobile or computing device with a different operating system. About one-fourth (24 per cent) said they would consider a switch to "see what else is on the market"; 23 per cent to "have a better user experience with another operating system"; and 23 per cent to "get access to more innovative services and applications."

"The lack of consumer commitment to any single platform offers numerous opportunities for electronics manufacturers," added Lewren. "The platforms that offer a more intuitive user experience, and diverse and sticky applications with compatibility across devices, will be key to creating consumer loyalty in this four-horse race."

The online survey was conducted among 11,000 consumers in 11 countries: Brazil, China, France, Germany, India, Japan, Russia, South Africa, Sweden, the United Kingdom and the United States. Respondents were equally split by gender and were at least 18 years old.

You can read the full report here. For an infographic of the report, click here.

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