Communications and Technology Industry Research

TMCnet - World's Largest Communications and Technology Community



Communications and Technology Industry Research
Industry Research Featured Article

September 20, 2006

Accenture Survey: U.S. Consumers Enjoy Technology, But Want New Services and Better Support

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.
Percentage in Agreement
Technology has made life easier and more fun
Price is the most important factor when choosing a product or service
A single-use product that does one thing well is preferable to other options
Best-of-breed products and services take preference over a single source
“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.
Percent Interested
Health monitoring and home security
Downloadable movies, TV shows, other video content
Products enabling telecommuting
Accessing photos and videos from any device
Ability to watch local TV stations when out of town
Creating or sharing home videos
One voicemail box for all phone numbers
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.
Editorial note: Accenture’s datasheet about its U.S. survey can be downloaded, after registering, at
Mae Kowalke previously wrote for Cleveland Magazine in Ohio and The Burlington Free Press in Vermont. To see more of her articles, please visit Mae Kowalke’s columnist page.


Technology Marketing Corporation

2 Trap Falls Road Suite 106, Shelton, CT 06484 USA
Ph: +1-203-852-6800, 800-243-6002

General comments: [email protected].
Comments about this site: [email protected].


© 2023 Technology Marketing Corporation. All rights reserved | Privacy Policy