Report: Consumers Preferring Multi-Function Devices
Attention makers of single-use
electronic devices (digital cameras, DVD players, etc): you may want to add some other features if you want to keep consumers interested in buying your product. According to Accenture’s
annual Global Products and Services Usage report, consumer intent to purchase single-use devices is dropping, while the intentions to buy multi-function products is on the increase.
“Consumers are gravitating towards [devices that] are capable of doing lots of different things,” Kumu Puri, global consumer technology lead for Accenture, tells Marketing Daily. “It’s going to take a different mindset on the part of the industry players to compete as the market evolves.”
In a survey conducted in September 2012, Accenture explored consumer usage and spending habits for 16 types of consumer electronics devices, 11 of which were single-use devices and five of which were multi-function. When it came to the single use-devices, consumer purchase intent has either fallen or remained flat compared with the previous year. In contrast, purchase intent for multi-function devices increased significantly for all of the products.
“What we’re seeing from consumer purchase intent, they are coalescing around four multifunction devices,” Puri says, referring to computers, tablets, smartphones and HDTVs that offer some added connectivity and features to their basic functions.
Despite the interest in multi-use devices, there were some bright spots for single-use devices, particularly among feature phones, GPS devices and e-readers. Purchase intent for devices in these categories rose, though they were from small bases, and even the functionality of these devices is being integrated into multi-function products like smartphones, Puri notes.
“There’s always going to be a niche for these single function devices, but when you think about the bulk of the market, interest will be in these multi-function devices,” she says.
Recent Marketing Daily Articles
-
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ... -
Gen Y's Favorites: JCPenney, Target, Walmart, Kohl's May 17, 9:07 a.m.
For all of Gen Y’s ballyhooed love of techno-shopping, it turns out that retailers have little ... -
Hanes Aims Destruction Videos At Gen Y May 16, 11:25 p.m.
In an effort to encourage Millennial men to slip into its new ComfortBlend socks, tee shirts ... -
FirstBank Expands Ad Campaign May 16, 11:11 p.m.
FirstBank is extending its TV advertising for the first time outside of its home state of ... -
Jennie-O Partners With 'Recipe Rehab' May 16, 1:07 p.m.
Jennie-O products are being featured in integrations in the popular “Recipe Rehab” show, and in a ... -
2 Audiences, 2 Approaches For Samsung Monitors May 16, 12:27 p.m.
When we get consumers to shell out money for high-end computer monitors, it’s important to give ... -
Meaty: Whole Foods, Smithfield Talk Healthier Hogs May 16, 6:24 a.m.
Looks like meat marketing is stepping center stage. Whole Foods Markets, in celebration of Animal Welfare ...
Be the first to comment on "Report: Consumers Preferring Multi-Function Devices "
Leave a Comment