The television set, smartphone and laptop are still the most popular devices among Flemings. Out of this top three, only the smartphone still continues to advance. The other devices already reached their peak a number of years ago, as did the tablet.
Wearables, such as smartwatches and activity trackers, are increasing steadily, both in terms of owning them and in usage. Smart speakers, by contrast, are still unknown among a majority of people in Flanders. The adoption level of smart speakers is low, particularly for anyone under the age of 35, although there is a substantial group considering buying a smart speaker.
The majority of Flemish households still have a standard digital TV subscription, although this is now supplemented increasingly by a subscription to Netflix. At the moment, most people still view Netflix as an add-on to their digital television subscription. One striking point: among people who no longer have a subscription to digital television (or never had one), the reason cited most often is that they use an international on-demand video service such as Netflix instead.
Biggest conclusion of Digimeter 2018 is that consumers are building a more grown up relationship with their digital partner. It takes two to tango; the consumer expects of you, companies who offer digital solutions, that they are involved as a full-fledged partner in your new digital innovations.
The success of an evolution to an AI and data driven economy are largely dependent on the consumer’s trust in the technology and the companies behind that technology. Digimeter shows that only 10% has no confidence in technology en two thirds of consumers see clear advantages.
More then ever transparency in data use and business models will be a differentiating factor in the digital playing field. We will stay on top of attitudes to AI and data driven products and services, on the one hand through Digimeter and on the other hand through organising user testing in real contexts for next generation digital solutions. This way consumers and companies can explore the advantages of digital technology together.
Is your company working on digital innovation? Do you have an idea, a first prototype or an almost finished product, but are you missing real life feedback of potential end users? Contact Eva Steenberghs.