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OUTMANEUVER UNCERTAINTY NOW NEXT
June 2020
Building on a trusted platformHow media and communications businesses can navigate what comes next
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OUTMANEUVER UNCERTAINTY
As the health and humanitarian impacts of the COVID-19 pandemic evolve, so do the business and economic challenges. Organizations looking to balance their immediate needs with longer-term opportunities will see the trade-offs play out across three waves of impact: the Now, the Next and the Never Normal.
The Now includes an emphasis on supporting people, customers and suppliers. The Next will feature refocusing the business to withstand new threats and seize new opportunities. And the Never Normal will require navigating rapid shifts in cultural norms, values and behaviors.
This is the moment to reinvent business models and reintegrate the value organizations provide into a new societal landscape. The time to shape a mindset of bold business transformation powered by new approaches to technology and responsible leadership is underway.
As lockdowns have been imposed across the globe in response to the COVID-19 pandemic, consumers have turned in huge numbers to digital channels for entertainment, information, education and to stay in touch with family and friends. In combination with the rapid move for many to work from home, it’s led to a whole new emphasis on the importance of the services that media and communications businesses provide.
We wanted to find out how consumers have assessed providers during the pandemic and what they might look for in the future. To do that, we surveyed more than 4400 consumers located in 12 countries across 5 continents. Three key learnings emerged.
#1 Consumers are very satisfied with and have increased trust in media and communications businesses.
#2 Consumer behaviors have changed—some perhaps forever—specifically around digital channels for sales and services.
#3 Consumers are interested in new services and are willing to pay for them.
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In their response to the early days of the pandemic, what role have communications and media companies played in the lives of consumers?
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Finding 1:
Consumers are very satisfied with and have increased trust in media and communications businesses.
Of consumers said that connectivity providers had met or exceeded their expectations
during the pandemic.
Of consumers say they trust their national TV
news provider more as a result of their response.
How would you rate your CSP’s response during this
crisis?
Consumers most often cited local and national TV networks over any other channels as
helping them during the pandemic.
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Communications service providers (CSPs) and media businesses can take considerable pride in the way they’ve responded to surges in demand
93% 49%
Source: Accenture Comms and Media Covid-19 Consumer Study
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Growth in trust is a decisive development.
Communications and media businesses have an unprecedented opportunity to build even closer relationships with consumers and create new products and services that will meet their needs in a changing world.
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Finding 2:
Consumer behaviors have changed—some perhaps forever—specifically around digital channels for sales and service.
Of people who never worked from home previously now plan to work
from home more often in the future.
Of consumers say it’s a habit they will maintain.
Change in work-from-home frequency from pre-
to post- outbreak
Video calling has increased significantly
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New ways of working and collaborating are one of the most noticeable shifts
46% 72%
Source: Accenture Comms and Media Covid-19 Consumer Study
Online bonding
62% of consumers are connecting with family and friends virtually.
New ways of socializing virtually are gaining in popularity. Video calling usage has risen tremendously and 72% of consumers expect to continue with this change.
Content streaming to spend time
+36% net change in time spent on streaming content compared to before the outbreak.
Social isolation and closure of multiplexes has unexpectedly brought new audiences to home viewing.
The home as the hub
59% of consumers are investing in home automation systems as a result of the COVID-19 outbreak.
Consumers are investing in different types of technology for the home and as a consequence, are increasingly inviting brands and retailers to ‘live’ with them at home.
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Consumers are developing home-centric lifestyles
Source: Accenture COVID-19 Consumer Pulse, conducted 17th—27th April.
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New users are turning to eCommerce, with long-lasting implications
5%
8%
4%
3%
5%
6% 6%
8%
6% 6% 6%
14%
18%
11% 11%
13% 13%
14%
15%
14%
13% 13%
14%
18%
12% 12%
14%
16% 16%
17%
15% 15% 15%
Take-away or delivery
AverageFood (for cooking at
home)
Alcoholic beverages
Prescriptions Personal care items
Apparel, footwear and accessories
DIY tools and materials
Home décor Luxury goods Consumer electronics
Proportion of purchases made online by infrequent eCommerce usersFrequency of online purchases for consumers who used online channels for less than 25% of purchases prior to the outbreak
Prior Current Future+160%
Source: Accenture COVID-19 Consumer Pulse, conducted 17th—27th April.
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A clear switch to digital channels for sales and service is likely to persist
Of consumers would not feel much loss if wireless companies’
retail stores remained closed.
60%
What sense of loss would it bring to your customer interaction experience if your
wireless companies’ retail stores remained closed?
Of consumers are interested in using digital channels for sales
interactions post-COVID.
85%
An opportunity exists to shift additional demand to digital
channels post-crisis
Of consumers thought their digital interactions during the
crisis were better than previous non-digital interactions.
50%
An opportunity exists to shift additional demand to digital
channels post-crisis
Source: Accenture Comms and Media Covid-19 Consumer Study
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The convergence of new consumer behaviorsand increased trust in communications and media businesses put them in a strong position to act as the go-to provider and enabler of services that will support these new preferences and behaviors.
The home has become the centerof our world. And it’s a home that we increasingly need to connect for work, entertainment and essential services like health and education.
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Finding 3:
Consumers are interested in new services and are willing to pay for them.
Of consumers would be willing to pay for movies at home at the same time they are released in theatres/cinema.
Of consumers would be willing to pay for AR/VR to feel like they’re at a live event.
Of consumers would be willing to pay formonitoring of the health and wellbeing of a remote family member.
Of consumers would be willing to pay for smart home services.
Entertainment Health
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One third of consumers would pay more for a wide range of services
65% 43% 50% 46%
Gaming Connected Home
Source: Accenture Comms and Media Covid-19 Consumer Study
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In their response to the early days of the pandemic, CSPs and media companies have played an integral role in consumers’ wellbeing, their ability to keep in touch with family and friends and stay productive in their work.
They need to build on that trust and deepen their relationships with consumers to successfully navigate what comes next.
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Contacts
Francesco VenturiniSenior Managing Director,
Global Communications & Media Lead
Boris MaurerManaging Director,
Communications & Media Lead, Europe
Andrew WalkerSenior Managing Director,
Communications & Media Lead, North America
Mike ChapmanManaging Director,
Media Lead, North America
Aurelio NocerinoManaging Director,
Network Lead, Europe
Saulo L. BonizzatoSenior Managing Director,
Communications & Media Industry
Leader for Growth Markets
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References
1 Accenture Communications and Media Covid-19 Consumer Study. Accenture
research surveyed 4,431 consumers across 12 markets: Brazil, Canada, China, France,
Germany, India, Italy, Japan, Singapore, Spain, UK, US. Conducted 9-15 May 2020.
2 Accenture Covid-19 Consumer Pulse Study. Accenture research surveyed 7,041
consumers across 17 markets: Australia, Austria, Brazil, Canada, China, France,
Germany, India, Italy, Japan, Singapore, S. Korea, Spain, Sweden, UAE, U.K, U.S.
To help our clients navigate both the human and business impact of COVID-19,we’ve created a hub of all of our latest thinking on a variety of topics.
Each topic highlights specific actions which can be taken now and what to consider next as industries move towards a new normal.
From leadership essentials to ensuring productivity for your employees and customer service groups to building supply chain resilience and much more, our hub will be constantly updated. Check back regularly for more insights.
VISIT OUR HUB HERE
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DISCLAIMER: This document is intended for general informational purposes only and does not take into account the reader’s specific circumstances and may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals.
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