Most smartphone owners simply aren’t happy with their service. That’s the key finding of a new report shared Monday with MMW.
More than half of smartphone users surveyed for the 2016 Accenture Screenager Report are dissatisfied with their mobile experience and are ready to switch mobile providers.
The report in question comes to us via Accenture.
The 2016 Accenture Screenager Report is derived from data collected in Accenture’s 2016 Digital Consumer Survey, the company’s latest annual research report that investigates the attitudes, behaviors and top trends of consumers adopting and using mobile smart devices and related services. The study found that despite the widespread ownership and use of smartphones – with 80 percent of consumers surveyed now owning a device, up from 26 percent in 2012 – the majority of smartphone owners are unhappy with their mobile service.
Specifically:
- 60 percent are dissatisfied with their connectivity and experience and would switch providers;
- 62 percent are concerned about the security of financial transactions;
- 47 percent are concerned about privacy and security; and
- 83 percent are unhappy with mobile advertising interfering with their experience.
“Mixed data on consumer satisfaction coupled with flat growth in smart devices could be seen as a threat, but forward-looking providers will see an opportunity as consumers’ digital appetite has never been greater,” said Marco Vernocchi, global digital lead of Accenture’s Communications, Media & Technology operating group. “The key is delivering new, high-quality, multi-device and multi-channel experiences that meet the consumer’s expectations immediately. This requires smart, user-centric design that is guided by consumer insights gained through integrated analytics and supported with the connectivity, security and privacy consumers expect.”
