Communications and Technology Industry Research

Most U.S. consumers believe that technology has made their lives easier and more fun, and they are willing to pay more for products and services that truly meet their needs. That’s according to a recent online survey, by consulting company Accenture, of 1,609 U.S. consumers.

 

In a datasheet about the survey, Accenture said that “The sample was representative of local internet population and balanced across basic demographic factors, including age, gender, income, and education. Where possible, teenagers, age 12-17, were included.”

 

Key results of the survey are summarized in the table below.

 

 

“The responses of U.S. consumers along with consumers worldwide indicate that commoditization, frustration with complexity, and relationships with retail buyers present significant challenges to the future strength of major technology brands,” Accenture said.

 

Accenture found that services matter a great deal to U.S. consumers. In fact, that “many would be interested in paying for offerings that improve the customer experience with advanced digital technologies.”   

 

This emphasis on services is illustrated by the fact that a notable percentage of people said they’d be willing to pay for services—like on-demand technical support (68 percent).

 

It probably doesn’t come as a surprise that 78 percent of respondents in the Accenture survey said good customer support is a key factor in becoming a repeat customer. Yet, poor customer support is one of the top three factors involved in cases where consumers are not satisfied with the technology products and services they buy.

 

Accenture noted that this problem is especially prevalent for digital cable, cable modem, and digital subscriber line services. Forty-two percent of respondents reported that service reps either did not remedy issues, or were unqualified to do so.

 

The emphasis on services extends beyond existing offerings to include demand for products not yet available to consumers. The table below summarizes Accenture’s findings regarding the types of products consumers are interested in buying.

 

 

Of course, technology providers are addressing some of the demand for new services. Lately there’s been a lot of news on this front particularly in relation to video downloads. (e.g. Amazon’s Unbox, Apple’s iTunes upgrades). But the Accenture survey indicates that providers aren’t moving fast enough to keep pace with consumer’s actual, rather than perceived, needs.