Indonesia has Higher Interest in Digital Services

Ilustrasi (dok)

JAKARTA (IndoTelko)  – Accenture latest digital consumer survey found that Indonesian consumers are hungry for new and innovative products and are gearing up towards a complete digital lifestyle, where innovators are driving demand for multiple devices use.

The research states 41% of Indonesians either like to be the first to own, or try out latest products and services. Compared to other emerging markets, consumers are generally more interested in emerging digital devices and applications.

The survey showed that Indonesian consumers 55% Indonesian consumers state they will increase their spending on buying gadget in the next 12 months. For example, 81% plan to buy a smartphone and 61% opt for larger screens in the next year.

“Consumers want the newest and most innovative devices and they not only plan to fill gaps and replace current products, but to a large extent they will add more of the same,” Tore Berg, Managing Director for Communication, Media & Technology and Customer Relationship Management, Accenture.

Berg continued, “Social networking or apps is also becoming an integral part of the end product, hence companies need to specifically keep it as an important aspect while developing the devices.”

The Accenture Digital Consumer Survey 2014 polled 1,000 internet consumers in Indonesia on their usage and buying intentions for consumer electronics devices, digital content and services.

The research indicates that consumers are creating highly personalized constellations of digital products and services that consumer technology companies, service and content providers must both understand and address to win a place in the consumer’s digital lifestyle.

The survey also provides insight into the ways consumers are using content to create their own entertainment schedules, and their views on important issues such digital trust.

Lack of reliable internet connection is top of frustration for consumers, according to the survey: Eighty-six percent of the respondents report interruptions and load issues when watching TV programs and movies on their mobile broadband connections. Sixty percent of consumers said they will pay more for faster connections, and sixty-two percent will pay extra for more flexible rights to enable “whenever, wherever” access.

“This showed that current broadband availability is failing to meet Indonesian customers’ high expectations. The fact that they’re willing to pay more to get it glitch-free is a hugely significant development. Our survey highlights this hunger for quality,” said Wong Tjin Tak, Communication, Media & Technology Lead, Accenture Indonesia.

The study also found that although 55 percent of digital consumers worldwide are concerned about their digital privacy, the challenge is far from insurmountable. Sixty-seven percent of digital consumers are willing to share more personal data in return for additional services or discounts, provided local data protection laws are followed.

“At this time, 52% of Indonesians trust their banks the most with their personal data. This is followed by mobile network providers, after a search engine. Therefore companies need to invest aggressively in innovation and capability and think beyond to integrate applications and multi-functions into their devices to suit the Indonesian consumers,” added George Pramadono, Managing Director for CMT Technology, Accenture Indonesia.

"On the other hand, growing demand for new technology. On the other hand, to be able to fully serve the needs of the new digital consumers in this era of big-bang disrupters, companies need a strategy for targeting, recruiting and activating a digital ecosystem. Companies that don’t fill the nascent aspects of their customers’ personal constellations may be leaving themselves vulnerable,” Tjin Tak concluded.(es)