The 24-hour digital day: iConsumer 2010
With the rise of digital and the rapid changes that it brings to the economy, McKinsey decided to invest in a uniquely deep and comprehensive survey. The research seeks to understand changing consumer behavior across digital experiences, spanning a dozen countries. The first edition of McKinsey’s iConsumer survey was conducted in the US in 2008. The research has meanwhile evolved and now includes France, Germany, Italy, the Netherlands, Poland, Russia, Spain, and the UK, along with China and India.
Evident in the 2010 edition is the overarching theme of adoption speed and the pervasiveness of digital content and services across all consumer segments. These behavioral shifts will soon drive value shifts. Thus, telecoms, media, and technology players should likely invest heavily in consumer insights to shape and/or be well prepared for some of the industry changes that will inevitably result from some of these major shifts in consumer behavior.
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This article is the first of a three-part series of articles about the iConsumer, which was first published in RECALL No. 16. To read Part II and Part III, please visit our Telecom, Media and High Tech Extranet and register for free access.
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