????我們最近發布了關于19種設備的全球消費電子使用調查，在研究了大量的數據分析結果之后，埃森哲（Accenture）提出一個簡單問題：基于這些調查結果，在銷售消費電子產品和服務方面，哪三個市場機會潛力最大？結果包括：個人電腦、平板電腦及智能手機的電視應用；商機蓬勃的新興國家消費市場；年輕一代的消費電子產品購買行為。

市場機會之一：個人電腦、平板電腦和智能手機的電視應用

????埃森哲調查了全球超過1萬名消費者，發現爭奪觀眾眼球和時間的戰爭趨于白熱化。擁有電視的人數正節節上升，然而這一利好對家用電視的影響并不明確。比如，在中國、法國、印度、日本和美國，典型的一周時間內，消費者在電視屏幕上觀看廣播和有線電視節目、電影或視頻的比率從2009年的71%跌至2011年的48%。原因就是消費者開始在個人電腦、平板電腦和智能手機上觀看節目。這一趨勢也體現在消費者的電視購買計劃中。在接下來的12個月中，有意購買電視的受訪者比率從2010年的35%下跌至今年的32%。

????根據我們的研究，多數（56%）受訪者正在改變其消費選擇和消費習慣。最常被提及的改變與娛樂相關，32%的受訪者指出，他們已經停止或接近停止租借或購買DVD。

????考慮到這一情況，消費電子廠商應該探索與其它公司合作的機會，積極參與信息應用（如新聞、體育、天氣）、人際網絡應用（社交/職場網絡）以及娛樂應用（如音樂、單/多人游戲及視頻）這些市場。埃森哲的消費電子調查發現以上應用最被廣泛使用，并將在未來幾年保持其優勢。

????消費電子市場不再是僅僅制造產品并銷售，而是要在一個更廣泛和整合化的生態系統中競爭。消費電子公司受到一種名為“超級積木”（super?stacks）的新商業模式的劇烈沖擊。埃森哲將“超級積木”定義為一種超出行業傳統的更為廣泛和緊密的軟件、硬件及服務的整合，包括操作系統、半導體芯片、設備、應用程序和終端用戶服務。超級積木的主要推動力量將會是移動市場，特別是智能手機領域，某些基于超級積木的手機產品已經上市。

????After studying a multitude of different data findings from our recently released global consumer electronics usage survey of 19 consumer electronic devices, Accenture asked a simple question: If we had to identify three of the most promising market opportunities for selling consumer electronics products and services based on these findings, what would they be? Three rose to the top of the list: TV applications for PCs, tablets and smart?phones; the fertile consumer markets in emerging countries; and the consumer electronics buying behavior of the younger generation.

Market Opportunity Number One: TV Applications for PCs, Tablets and Smartphones

????Accenture's survey of more than 10,000 global consumers found that the battle for consumers' eyeballs and time is intensifying among TV viewers. Viewership continues to rise, however the impact on the TV screen in the home is shifting. For example, in China, France, India, Japan and the United States the percentage of consumers watching broadcast or cable TV shows, movies or videos on a TV screen in a typical week plummeted from 71 percent in 2009 to 48 percent in 2011 as consumers moved some of their viewership to PCs, tablets and smartphones. These trends are reflected in consumers' TV purchase plans. During the next 12 months, the percentage of survey respondents intending to buy a TV fell to 32 percent this year, down from 35 percent in 2010.

????According to our research, a majority (56 percent) of respondents are changing the choices they make and how they behave. The most frequently cited change relates to entertainment, with 32 percent indicating they had stopped or almost stopped renting or buying DVDs.

????Given this situation, consumer electronics companies should explore more opportunities with other companies participating in the information application market (for news, sports, weather); networking applications (social/professional networks); and entertainment applications (such as music, single or group games and videos). Accenture's consumer electronics survey found these to be the most widely used applications that will continue to be for the next few years.

????The consumer electronics market is no longer about just manufacturing a product and selling it. It's more about competing in a more extensive and integrated ecosystem. Consumer electronics companies are being heavily impacted by a new business model called "super?stacks." Accenture defines a superstack as a more extensive and cohesive integration of operating systems, semi?conductor chips, devices, applications and end-user services than the industry has traditionally achieved. The primary driver of superstacks will be the mobility market, particularly in the smartphone arena where superstack-based products have already been made commercially available.