Amdocs Global Survey Reveals Consumers' Regional Attitudes and Behaviour in the Connected World
Based on responses from more than 4,700 consumers in 14 countries, spanning North and South America, Europe and Asia-Pacific, the research provides unprecedented insights into the opportunities and expectations for service providers at a regional level.
- (1888PressRelease) July 08, 2011 - Amdocs, the leading provider of customer experience systems, today announced the results of a global study commissioned to investigate the behaviours and attitudes of consumers as we embrace the connected world. Based on responses from more than 4,700 consumers in 14 countries, spanning North and South America, Europe and Asia-Pacific, the research provides unprecedented insights into the opportunities and expectations for service providers at a regional level.
The research found that while developed markets, such as Europe and North America, have led previously, developing markets, such as Latin America and Asia, are set to be the driving forces in how the connected world develops for next-generation products and services. Respondents in these emerging markets demand more connectivity, support and services from their service providers, while developed markets seem to be more passive in their expectations and adoption of technology to change their lives.
- Emerging markets embrace technology - Almost a third of all Latin American respondents describe themselves as 'a leader, at the cutting edge' when it comes to mobile services compared with just 12 percent in Europe and 14 percent in North America. Respondents in Latin America are more than four times as likely to own multiple handsets as those in North America. The developing markets were the biggest advocates of the connected world, with 82 percent of Latin American respondents versus just 58 percent in North America expecting the PC and mobile to converge into a single device. People in Asia-Pacific and Latin America are also most likely to see the mobile phone as an essential part of their daily lives and multi-screen services are far more popular in these regions than anywhere else, with 79 percent of Latin American respondents wanting home services, such as monitoring or security.
- Emerging markets demand more from service providers - Developed markets are passive shoppers compared to respondents in emerging markets, with three times as many Latin American consumers compared to those in North America reviewing their service plan every three months. In fact, over a quarter of North Americans review their plan only when it is up for renewal compared to 13 percent in EMEA and 10 percent in Latin America. Emerging markets are also more likely to change provider for economic reasons: for example, a better offer from a competing service provider is cited as the top reason for changing provider, compared to a diverse range of factors (technical, economical and aspirational) cited by Latin American consumers. All regions however, state that a shortened response time in call centres is the best way for service providers to improve their customer experience.
- Emerging markets willing to pay for performance - Emerging markets are the most willing to adopt and pay a premium for products and services, with almost two thirds of Latin American and half of Asia-Pacific consumers agreeing to pay a premium for new services, compared to just over a third of North Americans. The most popular of these services focused around connectivity, for example, in Latin America, respondents cite services and applications from any device (46 percent), better quality networks (41 percent), and access to TV content (31 percent) and cool devices (31 percent) as being most desirable.
- The technology divide in Asia Pacific - Consumers in Asia Pacific have the most diverse attitudes and drivers for technology adoption depending on whether the respondent is based in a developed (Australia, New Zealand, Singapore) or emerging (Thailand and Vietnam) market. This is clearly apparent when comparing attitudes to the future of mobile. For example, when comparing the emerging to the developed markets in the region, 63 percent more are excited about the applications coming on to the mobile device and 66 percent more, expect to do more on a single mobile phone. This greater acceptance of technology in the emerging markets is further shown when comparing the average use of services and applications; social networking (86.6 percent in emerging markets vs. 56 percent in developed markets), taking photos (85.3 percent vs. 82.5 percent), mobile internet search (84.3 percent vs. 31.5 percent) or browsing (83 percent vs. 59.5 percent) and instant messaging (83.3 percent vs. 54 percent).
"The study demonstrates that in order to meet the local needs of consumers in the connected world, service providers need to adopt different business models depending on the socio and macro factors in the region. Consumers are embracing their own vision of the connected world and service providers will need to understand their individual drivers in order to offer and deliver a unique and personalized experience," said Rebecca Prudhomme, vice president of product and solutions marketing at Amdocs.
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