KPMG’s fourth survey on the use of converged technology by consumers globally reveals the profile of a savvy consumer, deftly handling his or her complex relationships with a range of service and content providers, advertisers and merchants.
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Key Findings
- Consumers have a paradoxical view of privacy and security. Globally consumers say it is a major concern. However, they also feel free to exchange personally identifiable information (PII) with vendors when it benefits them.
- Information sharers are the best customers. A new breed of consumer, the information sharer, is emerging. This consumer is ready to shop, bank, receive ads, communicate, and more with a mobile device and online. And the information sharer is most likely to trade PII for deals on services and content.
- Advertising is not taboo. Consumers, particularly in Brazil, Russia, India, and China (BRIC), are open to receiving targeted advertising online and, in some case, even on their mobile phones.
- Most content is a commodity. Globally consumers view most information online as a commodity that should be free. However, exceptions exist by content type and in some countries.
- Mobile shopping goes mainstream. An increasing number of consumers are comfortable using retailers’ online shopping sites with their mobile phones.
- Mobile banking is a fact. Although not used by a majority of consumers yet, the trend toward using mobile banking applications is gaining acceptance across regions and demographics.
- ASPAC and BRIC are where converged consumers lead the way. Consumers in the ASPAC region as well as BRIC are ahead of G7 nations and other regions in being aggressive adopters of converged online and mobile services.
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