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© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Adobe Experience Index (Global): Consumer Experience Expectations Score & InsightsJune 2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Cross Country Insights
2
• Consumer Expectations Experience Scores:• Consumer Expectations Experience Scores are highest in AU/NZ and the US
• Lowest in FR and IN• Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP• Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher
• Attitudes Towards Technology, Automation and Human Interaction:• Consumers in India most likely to want personal service, Japan least likely• Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India,
less than 1 in 4 in Japan• Consumers in India and Southeast Asia most optimistic about technology improving lives and are most likely to
be delighted by automated interaction• Future Innovations:
• For all trended markets other than Japan, Future Innovation scores declined year over year, indicating that these innovations are closer to reality (expected vs. impressed)
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Overall Consumer Experience Index Scores
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE
France and India have lowest scores; US and AU/NZ highest
4
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
219 217
196 210
221
202 212 216
0
50
100
150
200
250
US UK FR DE AU/NZ IN SEA JP
2019 Consumer Experience Index Scores by Market
Out of 400 total possible points
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Generational Differences
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE
Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP.
6
Know Me and Respect Me and Delight Me at Every Turn drive higher scores among those 50+
Out of 400 total possible points
0
50
100
150
200
250
US UK FR DE AU IN SEA JP
Consumer Experience Index Score by Age by Market
18 to 24 25 to 34 35 to 49 50 to 64 65+
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS – TENETS BY MARKET
Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher.
7
Out of 100 total possible points
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
0
10
20
30
40
50
60
70
US UK FR DE AU/NZ IN SEA JP
2019 Consumer Experience Index Scores by Tenet by Market
Delight Me At Every Turn Know Me & Respect Me Make Technology Transparent Speak in One Voice
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Technology Sentiment
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Human vs Machine
EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS
Consumers in India most likely to want personal service, Japan least likely
9
76% 76% 76%72%
79%82%
76%
57%
0%
20%
40%
60%
80%
100%
US UK FR DE AU IN SEA JP
% agree "Whether in store or online, businesses should provide personal service" by country
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Human vs Machine
EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS
Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India, less than 1 in 4 in Japan
10
54% 55% 55% 57%54%
63%
45%
23%
0%
20%
40%
60%
80%
100%
US UK FR DE AU IN SEA JP
% agree "I prefer to interact with a human rather than a computer" by country
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS
Consumers in India and Southeast Asia most optimistic about technology improving lives
11
Technology Improving Life
70%
64% 64%61%
64%
87%
80%
69%
0%
20%
40%
60%
80%
100%
US UK FR DE AU IN SEA JP
% agree "Technological innovations will improve our lives" by country
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS
Consumers in India and Southeast Asia most likely to be delighted by automated interaction
12
Technology Improving Life
63%58% 58% 56% 57%
79%
68%
58%
0%
20%
40%
60%
80%
100%
US UK FR DE AU IN SEA JP
% agree "If done well, a completely automated interaction with a company can still delight me" by country
Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Innovation and Experience Makers & Breakers
13
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (US): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers less impressed with future innovation (all closer to reality?).
14
Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = 1,000
Out of 100 total possible points
Expected Impressed
Data Source: US Consumer Experience Expectations Survey 2019. April 2019 n = 1,000
45
47
47
53
56
56
49
50
49
55
60
60
0 10 20 30 40 50 60 70 80 90 100
Government interaction automation
Bump phones at restaurant to pay share of bills
Learning a language adapts to my own progress
Smart prescription bottle
Synced vehicle touch screens at drive-through
Smarrt stores: no check-out lines
Futuristic Innovation Experiences: US - Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers less impressed with future innovation (all closer to reality?).
15
Out of 100 total possible points
Expected Impressed
Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = 1,000
43
46
49
50
51
51
52
52
54
59
58
56
0 10 20 30 40 50 60 70 80 90 100
Bump phone at restaurant to pay share of bill
Learning a language adapts to my own progress
Smart prescription bottle
Government interaction automation
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: India- Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (GERMANY): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
German consumers less impressed with future innovation year over year (closer to reality?), but government interaction automation is higher
16
Out of 100 total possible points
Expected Impressed
Data Source: Germany Consumer Experience Expectations Survey 2019. April 2019 n = 1,001
38
47
49
51
55
55
45
49
50
48
59
58
0 10 20 30 40 50 60 70 80 90 100
Bump phones at restaurant to pay share of bill
Learning a language adapts to my own progress
Smart prescription bottle
Government interaction automation
Smart stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: Germany - Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (UK): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers less impressed with future innovation (all closer to reality?).
17
Out of 100 total possible points
Expected Impressed
Data Source: UK Consumer Experience Expectations Survey 2019. April 2019 n = 1,001
44
46
49
54
52
56
43
50
50
56
58
58
0 10 20 30 40 50 60 70 80 90 100
Learning a language adapts to my own progress
Bump phones at restaurant to pay share of bill
Government interaction automation
Smart prescription bottle
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: UK- Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (FRANCE): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: French consumers less impressed with future innovation year over year (closer to reality?).
18
Out of 100 total possible points
Expected Impressed
Data Source: France Consumer Experience Expectations Survey 2019. April 2019 n = 1,006
43
46
49
50
51
51
52
52
54
59
58
56
0 10 20 30 40 50 60 70 80 90 100
Bump phones at restaurant to pay share of bill
Learning a language adapts to my own progress
Smart prescription bottle
Government interaction automation
Smart stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: France- Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (JAPAN): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers more impressed with future innovation year over year.
19
Out of 100 total possible points
Expected Impressed
Data Source: Japan Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
37
39
40
42
42
42
33
37
36
40
39
40
0 10 20 30 40 50 60 70 80 90 100
Smart prescription bottle
Learning a language adapts to my own progress
Government interaction automation
Bump phones at restaurant to pay share of bill
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: Japan - Total Score By Year
2018
2019
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (AU/NZ): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Future innovation that helps save time is most impressive.
20
Out of 100 total possible points
Expected Impressed
Data Source: AU/NZ Consumer Experience Expectations Survey 2019. April 2019 n = 1,001
45
46
48
54
54
55
0 10 20 30 40 50 60 70 80 90 100
Studying language
Lunch phone bump
Government interaction automation
Smart prescription bottle
Smart stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences Scores: AU/NZ
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Future innovation that helps save time is most impressive.
21
Out of 100 total possible points
Expected Impressed
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
44
44
47
48
49
49
0 10 20 30 40 50 60 70 80 90 100
Bump phones at restaurant to pay share of bill
Learning a language adapts to my own progress
Smart prescription bottle
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Government interaction automation
Futuristic Innovation Experiences: Southeast Asia - Total Score
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Appendix
22
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey 2019 Methodology (GLOBAL)
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.
Survey Date Range and Countries:
Survey Sample: Survey Format:
Conducted in April 2019US
UK, DE, FRAU/NZ, JP, SEA, IN
8,000+ adults18 or older who
owned a qualifying device.
Online survey regarding preferences and expectations for digital experiences in the Retail, Travel & Hospitality, Media & Entertainment, and Financial Services industries.
Respondents answered questions for up to 2 industries
© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.
Positive Reaction
Negative Reaction
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey Scoring Methodology
24
Experiential Questions
Good Experiences
Bad Experiences
Response Point Allocation per Question
Strong
Mild
Neutral
Neutral
Mild
Strong
• Consumers were given serval possible actions they could take when faced with a number of positive and negative experiences they might face.
• There responses were organized in a scale that captured their reaction from strong positive to strong negative.
Points given based on strength of response.
No points are given for having the least positive response “as expected”.
Po
sitivity
Sc
ale
Final Score is a composite of the Positive and Negative Scenario Scores within each Tenet to produce a score out of 100 possible points per tenet, for a total of 400 possible points
25