市場機(jī)會之二：新興國家消費市場

????人所皆知，新興國家給各行各業(yè)提供了大量成長機(jī)會。根據(jù)我們的研究結(jié)果，在消費電子產(chǎn)業(yè)這一現(xiàn)象特別明顯。新興市場對包括平板電腦和智能手機(jī)在內(nèi)的新技術(shù)顯示了持續(xù)和異乎尋常的渴望。他們領(lǐng)銜了多種新型消費電子產(chǎn)品的擁有率和購買意向的增長，而一些更成熟的市場，如法國、德國、日本和美國則被比了下去。在過去12個月中，除了印度，其它新興市場的城市消費者用于消費電子產(chǎn)品的年收入百分比都高于成熟市場的城市消費者。中國城市消費者已經(jīng)將最大比例的收入用于高科技消費品，在未來12個月這一比例還可望繼續(xù)小幅增加。消費電子廠商應(yīng)該充分利用這些巨大機(jī)會。

????那么哪類新型電子產(chǎn)品推動著新興市場的需求增長？各個國家偏好不同。對于所有的城市新興市場，個人及專業(yè)用途的平板電腦都很重要。中國的擁有率最高（27%）；而在未來12個月消費者平板電腦擁有率最高的國家將是巴西、中國和印度。這些國家的消費者給出的購買理由包括：平板電腦的便攜性及其雄踞消費電子領(lǐng)域潮流尖端的地位。進(jìn)一步的，新興國家的消費者更多將平板電腦用于專業(yè)用途，在某些國家該比例甚至是成熟國家的三倍。特別在巴西、南非和印度，平板電腦廣泛應(yīng)用于個人和專業(yè)用途。

市場機(jī)會之三：年輕一代

????年輕一代（18歲到34歲之間）癡迷于消費電子技術(shù)及相關(guān)服務(wù)和應(yīng)用，應(yīng)該成為消費電子廠商爭奪的焦點。我們的調(diào)查顯示，相對于較老人群（35歲及以上），年輕人群使用并購買更多的消費電子產(chǎn)品。其中的55%在過去12個月至少下載過一次應(yīng)用程序，而較老人群僅44%有這一行為。年輕消費者也更樂于接受新技術(shù)，他們更多地?fù)碛行陆鲜械漠a(chǎn)品，比如智能手機(jī)和平板電腦。他們的購買意愿也更熱切：在所有19個消費電子產(chǎn)品類別，年輕消費者在未來12個月的購買意向都比較老人群高。此外，年輕消費者在使用消費電子產(chǎn)品時更為活躍。當(dāng)被問及“在典型的一周時間中，你在消費電子設(shè)備上進(jìn)行下列哪項活動？”時，除了收發(fā)電郵等傳統(tǒng)活動，年輕人群在每項活動中都領(lǐng)先于較老人群。

????米奇?克萊因是埃森哲電子及高科技部門的全球董事總經(jīng)理。他常駐公司達(dá)拉斯辦事處，擁有超過25年的半導(dǎo)體、電子、電信和國防客戶服務(wù)經(jīng)驗。最近，他領(lǐng)導(dǎo)的客戶賬戶小組服務(wù)于埃森哲的最大客戶之一。他的專長領(lǐng)域包括信息技術(shù)改造和業(yè)務(wù)流程外包（BPO），集成信息技術(shù)解決方案，制造/物流運營和產(chǎn)品開發(fā)流程改進(jìn)。

Market Opportunity Number Two: Consumer Markets in Emerging Countries

????It's not a secret that emerging countries offer many growth opportunities for businesses in a wide range of industries. In the consumer electronics industry this is especially true based on our consumer electronics research findings. Emerging markets show a continued and exceptional thirst for the latest technologies such as tablet PCs and smartphones. They lead in ownership and purchase intent growth for many newer types of consumer electronics devices compared with more mature countries such as France, Germany, Japan and the United States. With the exception of India, consumers in urban areas of emerging markets have spent a higher percentage of their annual income on consumer electronics devices in the past 12 months than those in mature markets. Chinese urban consumers, already allocating the largest share of their income toward consumer technology, plan to slightly increase this share in the next 12 months. Consumer electronics companies should capitalize on these myriad opportunities.

????So what newer electronics fuel increased spending within emerging markets? Preferences vary across countries. Across all urban emerging markets, tablets for personal and professional use are especially important. China posted the greatest ownership percentage (27 percent); over the next 12 months the percentage of consumers owning tablets ranked highest in Brazil, China, and India rank highest. These Brazilian, Chinese and Indian consumers cited purchasing the tablet's portability (relative to a laptop) and its status as the latest innovation in consumer electronics as reasons to buy them. Consumers in emerging countries, furthermore, are using tablet computers much more often for professional use—in several cases three times as much as mature countries. In Brazil, South Africa and India, in particular, tablets are used extensively for personal and professional reasons.

Market Opportunity Number Three: The Younger Generation

????The younger generation (those between the ages of 18 and 34) intensely crave consumer electronics technology and associated services and applications, and should be a focal point of consumer electronics companies. Our survey showed this younger group uses and buys more consumer electronics products and services than the older generation (those 35 and above). Fifty-five percent have downloaded apps at least once a week in the past 12 months, compared with 44 percent of older consumers. Younger consumers also lead adoption of new tech?nologies, owning more of product categories most recently introduced to the market such as smartphones and tablets. They are also more ambitious in their purchase intentions: During the next 12 months, a higher percentage of younger than older consumers intend to buy products in each of the 19 consumer electronics categories. In addition, younger consumers do more activities using consumer electronics. When asked, "Which of the following do you do in a typical week on your consumer electronics devices?" those 35 or younger lead the older generation in every activity except more traditional ones such as emailing from a PC or mobile device.

????Mitch Cline is a the global managing director of Accenture's Electronics & High-Tech Group. Based in the Dallas office, he has 25+ years experience with Semiconductor, Electronics, Telecoms and A&D clients. Most recently, he served as the client account lead for one of Accenture's largest accounts. His areas of expertise include IT Transformation and BPO, Packaged IT solutions delivery, Manufacturing/logistics operations and product development process improvements.