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Adobe Experience Index (Global): Consumer Experience Expectations Score & InsightsJune 2019


Cross Country Insights

2

• Consumer Expectations Experience Scores:• Consumer Expectations Experience Scores are highest in AU/NZ and the US

• Lowest in FR and IN• Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP• Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher

• Attitudes Towards Technology, Automation and Human Interaction:• Consumers in India most likely to want personal service, Japan least likely• Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India,

less than 1 in 4 in Japan• Consumers in India and Southeast Asia most optimistic about technology improving lives and are most likely to

be delighted by automated interaction• Future Innovations:

• For all trended markets other than Japan, Future Innovation scores declined year over year, indicating that these innovations are closer to reality (expected vs. impressed)


Overall Consumer Experience Index Scores


EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE

France and India have lowest scores; US and AU/NZ highest

4

Data Source: Consumer Experience Expectations Survey 2019. April 2019 n = 1,000/country

219 217

196 210

221

202 212 216

0

50

100

150

200

250

US UK FR DE AU/NZ IN SEA JP

2019 Consumer Experience Index Scores by Market

Out of 400 total possible points


Generational Differences


EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE

Scores increase with age in US, UK, DE, AU/NZ and SEA; Decline with age in JP.

6

Know Me and Respect Me and Delight Me at Every Turn drive higher scores among those 50+


0

50

100

150

200

250

US UK FR DE AU IN SEA JP

Consumer Experience Index Score by Age by Market

18 to 24 25 to 34 35 to 49 50 to 64 65+



EXPERIENCE INDEX (GLOBAL): CONSUMER EXPERIENCE EXPECTATIONS – TENETS BY MARKET

Pattern of Tenets is Similar Across Markets; Delight Me at Every Turn and Know Me and Respect Me are Higher.

7



0

10

20

30

40

50

60

70

US UK FR DE AU/NZ IN SEA JP

2019 Consumer Experience Index Scores by Tenet by Market

Delight Me At Every Turn Know Me & Respect Me Make Technology Transparent Speak in One Voice


Technology Sentiment


Human vs Machine

EXPERIENCE INDEX (GLOBAL): TECHNOLOGY INTERACTION OPINIONS

Consumers in India most likely to want personal service, Japan least likely

9

76% 76% 76%72%

79%82%

76%

57%

0%

20%

40%

60%

80%

100%


% agree "Whether in store or online, businesses should provide personal service" by country



Human vs Machine


Consumers in all markets other than SEA and Japan prefer to interact with a human vs. computer; 2 in 3 in India, less than 1 in 4 in Japan

10

54% 55% 55% 57%54%

63%

45%

23%

0%

20%

40%

60%

80%

100%


% agree "I prefer to interact with a human rather than a computer" by country




Consumers in India and Southeast Asia most optimistic about technology improving lives

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Technology Improving Life

70%

64% 64%61%

64%

87%

80%

69%

0%

20%

40%

60%

80%

100%


% agree "Technological innovations will improve our lives" by country




Consumers in India and Southeast Asia most likely to be delighted by automated interaction

12

Technology Improving Life

63%58% 58% 56% 57%

79%

68%

58%

0%

20%

40%

60%

80%

100%


% agree "If done well, a completely automated interaction with a company can still delight me" by country



Innovation and Experience Makers & Breakers

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EXPERIENCE INDEX (US): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: Consumers less impressed with future innovation (all closer to reality?).

14

Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = 1,000


Expected Impressed

Data Source: US Consumer Experience Expectations Survey 2019. April 2019 n = 1,000

45

47

47

53

56

56

49

50

49

55

60

60

0 10 20 30 40 50 60 70 80 90 100

Government interaction automation

Bump phones at restaurant to pay share of bills

Learning a language adapts to my own progress

Smart prescription bottle

Synced vehicle touch screens at drive-through

Smarrt stores: no check-out lines

Futuristic Innovation Experiences: US - Total Score By Year

2018

2019


EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE


15


Expected Impressed

Data Source: India Consumer Experience Expectations Survey 2019. April 2019 n = 1,000

43

46

49

50

51

51

52

52

54

59

58

56

0 10 20 30 40 50 60 70 80 90 100

Bump phone at restaurant to pay share of bill






Futuristic Innovation Experiences: India- Total Score By Year

2018

2019


EXPERIENCE INDEX (GERMANY): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

German consumers less impressed with future innovation year over year (closer to reality?), but government interaction automation is higher

16


Expected Impressed

Data Source: Germany Consumer Experience Expectations Survey 2019. April 2019 n = 1,001

38

47

49

51

55

55

45

49

50

48

59

58

0 10 20 30 40 50 60 70 80 90 100

Bump phones at restaurant to pay share of bill




Smart stores: no check-out lines


Futuristic Innovation Experiences: Germany - Total Score By Year

2018

2019


EXPERIENCE INDEX (UK): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE


17


Expected Impressed

Data Source: UK Consumer Experience Expectations Survey 2019. April 2019 n = 1,001

44

46

49

54

52

56

43

50

50

56

58

58

0 10 20 30 40 50 60 70 80 90 100







Futuristic Innovation Experiences: UK- Total Score By Year

2018

2019


EXPERIENCE INDEX (FRANCE): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: French consumers less impressed with future innovation year over year (closer to reality?).

18


Expected Impressed

Data Source: France Consumer Experience Expectations Survey 2019. April 2019 n = 1,006

43

46

49

50

51

51

52

52

54

59

58

56

0 10 20 30 40 50 60 70 80 90 100







Futuristic Innovation Experiences: France- Total Score By Year

2018

2019


EXPERIENCE INDEX (JAPAN): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: Consumers more impressed with future innovation year over year.

19


Expected Impressed

Data Source: Japan Consumer Experience Expectations Survey 2019. April 2019 n = 1,003

37

39

40

42

42

42

33

37

36

40

39

40

0 10 20 30 40 50 60 70 80 90 100







Futuristic Innovation Experiences: Japan - Total Score By Year

2018

2019


EXPERIENCE INDEX (AU/NZ): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: Future innovation that helps save time is most impressive.

20


Expected Impressed

Data Source: AU/NZ Consumer Experience Expectations Survey 2019. April 2019 n = 1,001

45

46

48

54

54

55

0 10 20 30 40 50 60 70 80 90 100

Studying language

Lunch phone bump





Futuristic Innovation Experiences Scores: AU/NZ


EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: Future innovation that helps save time is most impressive.

21


Expected Impressed

Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003

44

44

47

48

49

49

0 10 20 30 40 50 60 70 80 90 100







Futuristic Innovation Experiences: Southeast Asia - Total Score


Appendix

22


EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY

Consumer Experience Expectations Survey 2019 Methodology (GLOBAL)

As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.

Survey Date Range and Countries:

Survey Sample: Survey Format:

Conducted in April 2019US

UK, DE, FRAU/NZ, JP, SEA, IN

8,000+ adults18 or older who

owned a qualifying device.

Online survey regarding preferences and expectations for digital experiences in the Retail, Travel & Hospitality, Media & Entertainment, and Financial Services industries.

Respondents answered questions for up to 2 industries


Positive Reaction

Negative Reaction

EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY

Consumer Experience Expectations Survey Scoring Methodology

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Experiential Questions

Good Experiences

Bad Experiences

Response Point Allocation per Question

Strong

Mild

Neutral

Neutral

Mild

Strong

• Consumers were given serval possible actions they could take when faced with a number of positive and negative experiences they might face.

• There responses were organized in a scale that captured their reaction from strong positive to strong negative.

Points given based on strength of response.

No points are given for having the least positive response “as expected”.

Po

sitivity

Sc

ale

Final Score is a composite of the Positive and Negative Scenario Scores within each Tenet to produce a score out of 100 possible points per tenet, for a total of 400 possible points

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