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Screenager generation: Five trends among digital consumers in 2015
Screening mad: Accenture managing director for products lead Prihadiyanto speaks during a press conference on the five mega-trends seen among digital consumers worldwide
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Screening mad: Accenture managing director for products lead Prihadiyanto speaks during a press conference on the five mega-trends seen among digital consumers worldwide. One trend is the emergence of the screenagers, people who have multiple mobile devices.(JP/Oktovan Tito)" border="0" height="331" width="510">Screening mad: Accenture managing director for products lead Prihadiyanto speaks during a press conference on the five mega-trends seen among digital consumers worldwide. One trend is the emergence of the screenagers, people who have multiple mobile devices.(JP/Oktovan Tito)With Indonesians becoming more tethered to mobile applications such as Go-Jek and GrabTaxi, we cannot deny that online and digital services have touched every facet of our lives. These services have become so ubiquitous that many people have become part of a new breed of digital consumers â âscreenagersâ.
According to management consulting firm Accenture, screenagers are a group of digital consumers who own multiple mobile devices and have an insatiable appetite for better digital services.
âNinety-three percent of Indonesians own at least one cell phone, and 77 percent of them own a smartphone,â said Wong Tjin Tak, managing director for communications, media and technology at Accenture Digital Indonesia.
In its annual Digital Consumer Survey report, Accenture underscored five megatrends seen among digital consumers worldwide. The trends were the growing prevalence of screenagers; the increasing hunger for better digital services; consumers placing trust in incumbent brands; many people becoming more fickle; and consumersâ needs becoming more complex.
Accenture surveyed 1,000 respondents from each of 24 participating countries, which included Indonesia and China, in 2015. The five trends were:
Influx of screenagers
Mohammed Sirajuddeen, managing director of digital at Accenture Digital ASEAN said that while most screenagers were between 18 and 34 years old, age did not fetter them. According to the report, 22 percent of screenagers were between 35 and 54 years old.
There is a surge in screenager numbers in Indonesia and around the world. The report said that the trend would perpetuate, correlating with the increasing number of middle-class citizens.
Sirajuddeen said 59 percent of digital consumers in Indonesia watched long-form videos over the internet. âThis is interesting as people used to watch them on television,â he said. Long-form videos are those longer than 10 minutes, including movies and TV shows.
Increasing digital appetite
The survey showed that 87 percent of digital consumers in Indonesia had difficulty using their smart devices. It also showed that 93 percent had experienced TV interruptions because of poor internet connections at their homes.
As digital consumers are maturing, they are demanding better digital experiences â gauged by quality and ease-of-use. As such, the smallest blunder made by their service provider could irritate them.
âThe increasing demand for better digital services has attracted investors to participate in the aggrandizement of the digital market in Indonesia,â Sirajuddeen said.
âWe are hoping that product manufacturers and digital service providers will compete to provide a unique experience for consumers, thereby winning their hearts.â
span class="inline inline-center">Screening mad: Accenture managing director for products lead Prihadiyanto speaks during a press conference on the five mega-trends seen among digital consumers worldwide. One trend is the emergence of the screenagers, people who have multiple mobile devices.(JP/Oktovan Tito) With Indonesians becoming more tethered to mobile applications such as Go-Jek and GrabTaxi, we cannot deny that online and digital services have touched every facet of our lives. These services have become so ubiquitous that many people have become part of a new breed of digital consumers ' 'screenagers'. According to management consulting firm Accenture, screenagers are a group of digital consumers who own multiple mobile devices and have an insatiable appetite for better digital services.
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'Ninety-three percent of Indonesians own at least one cell phone, and 77 percent of them own a smartphone,' said Wong Tjin Tak, managing director for communications, media and technology at Accenture Digital Indonesia.
In its annual Digital Consumer Survey report, Accenture underscored five megatrends seen among digital consumers worldwide. The trends were the growing prevalence of screenagers; the increasing hunger for better digital services; consumers placing trust in incumbent brands; many people becoming more fickle; and consumers' needs becoming more complex.
Accenture surveyed 1,000 respondents from each of 24 participating countries, which included Indonesia and China, in 2015. The five trends were:
Influx of screenagers
Mohammed Sirajuddeen, managing director of digital at Accenture Digital ASEAN said that while most screenagers were between 18 and 34 years old, age did not fetter them. According to the report, 22 percent of screenagers were between 35 and 54 years old.
There is a surge in screenager numbers in Indonesia and around the world. The report said that the trend would perpetuate, correlating with the increasing number of middle-class citizens.
Sirajuddeen said 59 percent of digital consumers in Indonesia watched long-form videos over the internet. 'This is interesting as people used to watch them on television,' he said. Long-form videos are those longer than 10 minutes, including movies and TV shows.
Increasing digital appetite
The survey showed that 87 percent of digital consumers in Indonesia had difficulty using their smart devices. It also showed that 93 percent had experienced TV interruptions because of poor internet connections at their homes.
As digital consumers are maturing, they are demanding better digital experiences ' gauged by quality and ease-of-use. As such, the smallest blunder made by their service provider could irritate them.
'The increasing demand for better digital services has attracted investors to participate in the aggrandizement of the digital market in Indonesia,' Sirajuddeen said.
'We are hoping that product manufacturers and digital service providers will compete to provide a unique experience for consumers, thereby winning their hearts.'
Digital trust
The report said that most digital consumers worldwide lacked confidence in the protection of their online data. Thus, they had more trust in brands that had provided services to them. However, the survey showed that the opposite occurred in Indonesia.
'Indonesians have more confidence in online security,' said Wong. 'According to the survey, while 54 percent of digital consumers in the world believe that their online security is inadequate, only 49 percent of Indonesian digital consumers feel the same way.'
As online transactions depend largely on a customer's trust in online security, Wong said there was a greater opportunity for online transactions in Indonesia.
He also pointed out that Indonesians had a propensity to include personal data on social media platforms, possibly because they were willing to share it with their friends who roamed such platforms.
Volatile consumer loyalty
'Consumers are ready to switch allegiances if their expectations are not met or when something new comes along,' said Sirajuddeen. 'They are willing to pay more for quality content, service and products if they see value in them.'
He noted that Indonesian consumers would not have trust in a company until it showed that its services were consistently satisfactory. Indeed, according to the survey, 73 percent of Indonesians were ready to pay more for faster and more reliable internet connections.
Sirajudden added that digital consumer satisfaction relied on multiple facets such as video quality, broadband reliability, device compatibility, billing transparency, payment method and personalized service.
Meanwhile, managing director for products Prihadiyanto said that loyalty was a fragile commodity. 'Only 34 percent of Indonesians stick to their old digital service providers. Thus, most Indonesians have a dynamic loyalty toward their providers.'
The survey also showed that only 16 percent of consumers looking to buy a new smartphone already owned a device from the same brand. This suggested that most digital consumers preferred to try new brands when buying a new device.
Growing digital arena
With the growing number of screenagers, their needs are becoming more complex. They are constantly looking for better digital services to improve their lives. For example, they are demanding better wearable health devices and home surveillance systems.
'To become the disruptors instead of the disrupted,' Sirajuddeen said, citing what digital service companies should become.
To become a disruptor means to come up with creative solutions before competitors do, contriving the best business models to earn the highest profit.
Prihadiyanto indicated that the growing digital competitive landscape could be seen from the different service providers that consumers preferred. For example, while most Indonesians prefer a specialist company to install their home surveillance systems, there are others who prefer having a telephone company do the job.
'The growing digital landscape, along with the other trends, creates an opportunity for companies to provide value-added services to their customers. They are no longer fixated on traditional thinking in providing their services,' said Prihadiyanto.
Sirajuddeen noted that the trends had persisted over the years. However, at other times, other trends might be stronger. For example, in 2015, a trend seen among digital consumers worldwide was the growing prevalence of mobile banking.
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The writer is an intern at The Jakarta Post.
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