Shaping the new normal | EY Digital Survey

June 2020

Shaping the new normal

Digital consumer survey for online

and telecom

Shaping the new normal - Digital consumer survey for online and telecom Page 2

How can you prepare for a new

normal that is yet to reveal itself?

COVID-19 is unfolding a new normal. The upheaval is shaping a new digital way of life –

transforming the way people work, eat, shop, play and stay entertained. From now to next and

beyond, the impact is set to accelerate structural changes in consumer behaviour.

Technology, Media and Telecommunications (TMT) companies will need to shift gears at an

unprecedented pace, forge new propositions and position themselves in the platform business – as

Digital Services Providers and Enablers.

About the survey

EY conducted an online survey of 2,614 consumers spanning diverse age groups to assess their

change in attitude toward digital activities during lockdown in India. Insights from the survey are

backed with extensive research to provide perspectives and business models that may emerge in

the new normal. The survey aims to enable the TMT ecosystem to leverage knowledge in different

ways – from accelerating digital customer experiences to powering new ways of digital engagement.

Survey responses reveal exciting new shifts – highlighting a steady transition toward

being more digital.

From now to next and beyond, it is the time for

TMT companies to adopt a new approach. Aligning

priorities with a constantly evolving next normal.

2,614 respondents

Data user

type

High data users

76%

Identify themselves as using

data for content streaming,

gaming, video calling etc.

Basic data users

Identify themselves as using

data primarily for chat, social

media and internet surfing

24%

Age

Occupation

Millennials

(< 25 years)

Gen Y

(25 – 40 years)

Gen X

(40 years +)

Working

Student

Others

Shaping the new normal

Now (0-3 months) Next (3-6 months) Beyond (6+ months )

29%

62%

21%

51%

28%

88%

Occupation

10%

77%

13%

10%

Shaping the new normal - Digital consumer survey for online and telecom Page 3

#Now: stepping in to the day of a

digital Indian during COVID-19

Buying internet connection

Buying connectivity devices

Upgrading data plans

e-learning

Online delivery - grocery

Video calling and business tools

Infotainment

Content streaming

Social Media

Internet Banking

Self-care apps

Digital Wallets

E-Healthcare

Paid OTT subscription

Free content streaming

TV/DTH streaming

Changes in digital activities

High preference

Network experience

Time for resolution

Quality of support

No. of requests resolved

Paying for essentials

Need for uninterrupted

connectivity

Spending more

time online

Opting for

subscriptions

Query management

Call centers and emails

Chatbots and social media

Low preference No change

On the slow lane

Shaping the new normal - Digital consumer survey for online and telecom Page 4

Broadband users are upgrading to

higher data plans

Figure 1: Upgrading existing broadband plans

Question: Did you change your internet plan to include more data (GBs)?

upgraded to higher

internet plans

Adding more GBs to

existing plans

3 in 10

of total plan upgrades

are for unlimited data

Demand for unlimited

plans gaining traction

4 in 10

of total plan upgrades are

by working professionals

Surge in demand by

work from home users

9 in 10

Indians are consuming a lot more data

India is amongst the largest and fastest growing digital economies. Data consumption has been

structurally positive. India's data usage per smartphone has grown by over 20% in the last 2 years,

averaging 11 GB/month.

In the past few weeks, social distancing has drastically changed lives. Amid the crisis, connectivity

has been the greatest enabler for social and economic engagement leading to 20%-25% increase in

data consumption in the past 2 months. Time spent on smartphone has increased nearly 27% to

average 4.3 hours per user per day. The changing consumption patterns are shaping a new normal

toward a more digital way of life.

Move towards higher broadband plans

According to our survey, 33% respondents have upgraded to a higher internet plan. Shift to

unlimited data plans is much stronger, totalling to 40% of overall plan upgrades. The survey

reveals that “basic” data users i.e. consuming internet for web browsing, chatting and basic calling

are migrating to “high user” bucket. 11% of basic data users have added GBs to their existing packs

– upgrading to either unlimited or 50%-100% higher GB plans (Figure 1).

Shaping the new normal - Digital consumer survey for online and telecom Page 5

Operator

Additional

data

Wi-Fi Fee waivers

Extra

content

Zero

rating

Free SIM

delivery

Africa

Australia

Canada

Indonesia

UK telco

US cableco

US Telco

India

Figure 2: Operators have adjusted their tariff and usage plans

Source: EY analysis

Now more than ever, telecom operators need to accelerate innovation and enhance self-service propositions. Limitations on offline channel or retail stores cause hinderance to consumers - inhibiting

from upgrading or changing plans due to lack of awareness, availability and accessibility of digital self-care capabilities.

The challenge is more pronounced for feature phone and rural subscribers who rely on traditional offline channels for recharges and service delivery (such as call centers). Even for smartphone users,

complex UI/UX interface of self-service tools impact bill plan change and upgrades. Telecom operators can augment and automate service enablement using chatbots, self-help tools, and campaigns to

create awareness on self-care applications for quick response.

Shaping the normal

Price innovation to keep India connected

Societies and businesses rely on telecom networks and services to stay

connected. In tune with the times, operators are leading the charge for

enabling people and businesses to work remotely and study online –

providing uninterrupted mission critical services (Figure 2). Telcos have

adjusted pricing, extended validity and talk time for users to ensure Indians

remain connected.

Now more than ever, telecom operators need to accelerate innovation and

enhance self-service propositions. Digital habits formed now may last a

lifetime - increasing the adoption of digital channels among all segments,

supported by robust digital self-service capabilities, now is critical

Shaping the new normal - Digital consumer survey for online and telecom Page 6

Digital service management is

gaining traction

5 in 10

Call-centers under strain: how can agility drive continuity?

The outbreak has put call-center operations under tailspin. Customer support is functioning at limited capacity with support of remote call agents. In the past weeks, customer requests have spiralled as more

people contact support to track and check on delivery delays, refund status, payment issues and upgrades.

Complaints raised through digital methods:

► Self-help apps (27%)

► Chatbots/Chats (18%)

► Social media (4%)

Figure 3: Complaints resolution

Question: For any queries and resolutions, how did you connect with your

service provider? Through which medium is your service request being

addressed finally? (select 1)

27%

18%

14%

37%

24%

10%

12%

50%

Social Media Sell care

applications

Chatbots/online

chat

Emails Call centers

Complaints raised Complaint resolved

Fallback on call centers: Unresolved digital

medium queries addressed via call centers

Digital medium

Traditional

Complaints raised

Digital mediums witnessing significant traction – chatbots,

social media, and self-care apps – collectively account for

half of service requests

Complaints resolved

Limited call center operations did not impact service

resolution. Call centers acted as fallback for unresolved

complaints of digital mediums

5 in 10

Complaints raised through traditional methods:

► Call Centers (37%)

► Email (14%)

8 in 10

Complaints resolved

► Traditional (5 in 10 complaints resolved)

► Digital (3 in 10 complaints resolved)

1 in 10

of total complaints raised on digital channels were

addressed via call centers

13%

Shaping the new normal - Digital consumer survey for online and telecom Page 7

Customer service management –

digital matters

► Contact centers optimization

► Omnichannel strategies for standardized customer communications

► Hyper personalization to be the norm - unifying data sets for a 360-degree customer view

► Accelerated adoption of emerging technologies (Artificial Intelligence (AI), Machine Learning, Cloud)

Digitally empowered customers wishlist

Customer experience transformation hub

AI, Machine Learning and NLP Cloud services Big data and analytics

► Rationalize headcount - optimize on-

premise and remote call agents

► Real time workforce management basis

call forecasting and average handling

time (AHT)

► AI and Analytics to improve First Call

Resolution (FCR)

► Enhance human interactions - agent-

assisted messaging, chatbots, live chat

and social media

Lean contact centers

► Conversational IVRs to reduce wait

time – NLP interactions replaces

scripts; flexibility allows agent

handover for complex queries

► AI chatbots for real time support

reduces call agent dependence; creates

data for Business Intelligence

► Social media command centers for

personalized engagements and

targeted campaigns

Omnichannel strategies

► Enhanced self-care capabilities on mobile

apps – intuitive interface, faster time to

market and multi-lingual support for

improved response time

► Digital info kiosks – interactive videos for

troubleshooting, voice based FAQs on

apps and web-portal

► Remote capabilities - video call with

technician for installation and query

resolution

Self-service capabilities

► Natural Language Processing

for interactions through SMS,

email and non-voice channels

► USSD for recharges and

payments

► Voice enabled kiosks in stores

for acquisition, recharge,

payments

Feature phone service

management

Hyper personalization

Recognise name, subscription,

customer history for smarter

interactions

Omni-channel services

Manage customer journeys across –

voice, email, web, social media,

chatbots, self care apps

Self service- digitally

Enabling customers to

troubleshoot, resolve, pay, change

plans on their own

Timely, accurate resolution

Prompt and accurate service for

superior customer satisfaction

Shaping the new normal - Digital consumer survey for online and telecom Page 8

When seeking a digital advantage, is customer trust

the missing piece of the puzzle?

Based on survey respondents

52%

faced delays in resolution

irrespective of the medium

- digital or traditional

In the new normal, Service Providers must redefine SLAs for query

resolution to set and meet changing customer expectations

Time to handle complaints

► 28% indicate that their queries are resolved within expected timelines, with no change

► 21% said that their queries are yet to be resolved

Quality of service

► Half of the respondents faced network issues. There is no notable difference between network experiences of “basic” and “high”

data users

Customer expectations

► 70% prefer online chats through mobile app or outreach through instant messaging platforms

► 30% users prefer digital FAQs or self-help tutorials and videos for troubleshooting

Barriers to digital adoption

► Privacy concerns emerge as the top barrier inhibiting adoption of digital services

► 51% cited personal data being collected as the major issue deterring adoption, while 33% stated likely fraud risks in electronic payments

as the second highest barrier

► Nearly 10% stated limited knowledge around use of mobile apps. Other reasons include lack of enabling devices and availability of

vernacular content

50%

reported connectivity

issues – 30% with data,

and 20% with voice

90%

expressed an interest

towards being serviced

though digital platforms

Shaping the new normal - Digital consumer survey for online and telecom Page 9

Consumers are changing digital behaviours but

is the TMT ecosystem keeping pace?

Based on survey respondents

Spending more time on online activities

9 in 10

Using virtual collaboration tools for video calling

8 in 10

Engaging more on e-learning initiatives

6 in 10

Spending more time accessing social media platforms

5 in 10

Using digital payments for the first time

4 in 10

Ordering essentials online much more frequently

2 in 10

Spending more time on e-health platforms

1 in 10

Shaping the new normal - Digital consumer survey for online and telecom Page 10

Digital activities are evolving in exciting

new ways

27 million

13x jump in video calling and conferencing app downloads

between January-March 2020

Figure 4: On demand is in demand

Shaping the normal

Platform providers are riding the wave and leading efforts to make user experience intuitive -

packing additional functionalities and removing in-call friction to drive adoption.

Service providers can explore opportunities, enhance the interactivity play and include features

such as e-Sports, online TV, gamification, video co-watching to enhance service proposition and

customer stickiness.

Question: Which of the following online activities have you started doing more in the last three weeks?

(select multiple)

Figure 5: Consumers spending more time online

Source: Media articles

% of respondents

76%

61%

59%

56%

55%

38%

24%

10%

Video

Calling

Content

streaming

E-learning Info

services

Social

media

Digital

payments

Grocery

shopping

Health

services

Food

delivery

Dating and

matrimony

Video

calling

Video calling and conferencing

The rising demand for remote working and infotainment is driving rapid uptake of digital

services. Survey highlights a notable shift in digital media consumption. In the new normal,

video conferencing and group calling has transitioned from being niche services to necessity in

a matter of weeks. From doctors, remote workers, to students and stay-at-home population,

people are replacing in-person meetings and travels with virtual meetings.

Survey findings complement the trend. Nearly 8 in 10 users are either first timers or have

increased their time spent on video calling. Increased use of business collaboration tool by

remote workers has been a major contributor.

Shaping the new normal - Digital consumer survey for online and telecom Page 11

Digital activities are evolving in exciting

new ways

2.9 billion

Hours of content streamed in first week of lockdown; 40% rise

over December 2019

Figure 6: Content and gaming are on the rise

% of respondents

4.2 hours

Per user per week

18% increase in average time spent for video streaming on

smartphone during COVID-19

60%

19%

21%

Paid subscription Free online streamng DTH/Cable TV

Source: Media articles

Shaping the normal

Businesses involved in video and content streaming will need to correlate user behaviour with their

products and services to drive great value. Thinking on multiple levels from customer onboarding, pricing

and packaging, ease of use, and partnerships to alter content mix to deliver compelling propositions.

The channel shift to digital, demands for reorienting business strategies – paid content providers will need

to measure consumer engagement KPIs across exclusive and free content, and position target based

offerings which may be a mix of free-streaming or paid-only model.

Telecom operators can explore partnerships with technology and media majors for enhancing field of play.

Question: Given a preference between TV and content streaming mobile apps,

what do you prefer?

Figure 7: Preference for content subscription

Content streaming

Indians are spending 40% more time streaming video. While viewership may have surged by

nearly 20% according to early estimates but the road ahead is unlikely to be smooth for video

streaming platforms as content production is at halt.

The survey reveals a sharp shift towards paid content streaming – nearly 6 in 10 respondents

are spending more time steaming video – preferring paid content over free streaming and

TV/DTH. Fresh content, viewing flexibility and friendly UI/UX was leading the change which

anchored its presence during the lockdown phase.

Shaping the new normal - Digital consumer survey for online and telecom Page 12

E-learning is driving a paradigm shift in traditional

ways of delivering education

Figure 6: Can telecom companies and education institutes lead learning for

tomorrow?

*E-learning platform: Dedicated application based learning

Other online portals: Learning though video sharing and calling platforms

Source: Media articles

6 in 10

Respondents spending

more time on e-learning

platforms

Students impacted due

to closure of school,

colleges and universities

320 million

Respondents prefer

e-platforms over other

online other portals*

5 in 10

How do we

deliver digital

learning?

Digital assistance,

tutors and lecturer

Digital learning

platforms

Digital classrooms

What all can we

distribute?

► Learning

management

systems

► Career development

► Study tools

► Learning modules across

disciplines (arts, science,

tech, math etc.)

► Early childhood education

► Certifications

► Personalized

education modules

► Learning analytics

► Test prep

Who can we

partner with?

► Technology start-

ups

► Education Institutes

► Content developers

► Career counsellors

► Edu-Tech start-ups

► Education testing

services

► Government and training

institutes

► Technology start-ups

► Education Institutes

► Coaching institutes

and education

counsellors

Shaping the normal

However, network connectivity and access to technologies which support e-learning capabilities is largely

an urban phenomenon, and is yet to gather steam in rural hinterlands. Telecom Service Providers can

leverage reach and explore public private partnerships with various government skill developments

institutes to scale adoption. EdTech partnerships with businesses can enable employees to upskill and

reskill with changing market demands. Partnering with providers to offer local educational broadcasts,

with separate channels focused on different age groups and digital options can drive momentum.

Learning culture shifts online

Millennials constitute one-third of Indian population. The country is in a youth bulge phase,

and millennials are set to constitute 75% of India’s workforce by 2025. The demographic

change is a powerful engine for economic growth. Education attainment has a large bearing

on employment prospects. Now more than ever, digital education holds paramount

importance to scale, engage and build next-gen skills in students.

Amid the crisis, the lives of nearly 320 million students has been disrupted with closure of

school, colleges and universities. Digital is empowering students to study remotely. The

outbreak has accelerated adoption of digital mediums to learn and engage primarily due to

the flexibility and freedom of learning. From virtual tutoring, e-classrooms, to video

conferencing and digital learning platforms provide targeted learning experiences for all.

According to the survey, nearly 6 in 10 respondents are spending more time on e-learning

activities. New and innovative approaches for learning, with greater implementation of

technology, will power the future of education. Many online learning platforms are offering

their paid courses for free along with unlimited video conferencing time, auto-translation

capabilities and real-time editing of project work to gain more traction worldwide.

Shaping the new normal - Digital consumer survey for online and telecom Page 13

Social Media is being used for multiple

purposes

Figure 7: Changing patterns of social media consumption

Source: Media articles

4.5 hours

Per user per week

48% increase in social media engagement on smartphone during COVID-19

5.7 hours

Per user per week

51% increase in instant chat messaging on smartphone during COVID-19

58%

Video and voice

calling

31%

Video streaming

10%

Market place and user

generated Content

Miscellaneous

purposes

1 in 10

Respondents have started using social media platform for

either creating short-format personalized video clips, or to

buy-sell items on marketplace

Question: How has the use of social media applications changed for you post lockdown? (Select 1)

% of respondents

Shaping the normal

A third of India’s population are active social media users. The spike in social media consumption is here

to stay – evolving at a fast pace. This exhibits an opportunity for social media marketers to provide

personalized brand experience, focus on compelling advertisements, position tailored offerings and

reduce content cost.

For businesses, marketing strategies will need to be realigned toward channel optimisation – leveraging

social media influencers for content ideation and building stronger relationships with customers. The

opportunity to explore API monetization is gaining traction with growth in digital ecosystem

#SocialMedia is here to stay

It is not just the number of people latching on to social networking platforms that have

increased, but the time spent on social media and infotainment has also gone up significantly

during the past few weeks. The speed and access to information has also driven a magnitude

shift in consumption. Real time social media engagement is ballooning as more people share

Instant posts, punchy videos, funny memes, and hashtags for instant gratification

People are changing the way they are consuming content on social media. Focus is gradually

drifting towards a more personalized customer experience – user generated content and

Market Place propositions are gaining popularity. According to the survey, 1 in 10

respondents have started using social media platform for either creating short-format

personalized video clips, or to buy-sell items on marketplace.

Shaping the new normal - Digital consumer survey for online and telecom Page 14

Door step delivery of food and essentials

gathers steam, despite challenges

Source: Media articles

2 in 10

Respondents increased their use of e-delivery platforms for groceries and essentials

Figure 8: Consumer

behaviour

toward e-delivery

1 in 10

Respondents increased their use of food delivery platforms

► Leverage AI to analyze purchase patterns and outcome based

recommendation

Hyper-

personalization

► Explore partnerships between food delivery majors and e-grocery

firms for delivery to offline restaurants to increase B2B play

► Computation of driver’s trajectory and delivery time to improve order

dispatch, pricing and logistics

► Deploy solutions from connected packaging and mobile-app based

front door letterboxes

► Remotely operated smart vehicles and drones for last mile delivery

► Deploying IoT sensors for maintain temperature till point of delivery

(e.g. perishable goods and cold cuts)

Move beyond

core

Digital supply

chain

Shaping the normal

Post COVID-19 outlook for food and grocery delivery in India is positive as door-step delivery enters

mainstream. Globally, the COVID-19 outbreak has fast-tracked innovation with serval e-commerce majors

stepping up their digital maturity to deliver grocery, fresh food and household staples.

From now to next and beyond, Indian e-commerce majors can accelerate innovation – taking cues from

globally established markets of China and USA to enhance customer experience

Changing the grocery and food delivery business model

Demand for online delivery of grocery and essential items during the stringent isolation amid

outbreak is driving innovation in India’s $1 billion grocery delivery market. Grocery delivery

vendors have reported a spike in traffic and average basket size of user. However, disruption

in supply chain and manpower crunch caused significant delays in lead to service time and

triggered delivery delays. According to the survey, respondents showed inclination toward

door step delivery with over 2 in 10 people increasing their use of e-delivery platforms for

groceries and essentials during the period

On the other hand, food delivery services have been impacted due to hygiene, safety and

mobility concerns. The survey indicated muted response in online activity with only 1 in 10

people reporting increase in food delivery during the period, To keep up and remain relevant

in the market, food delivery players entering into the grocery business to enhance outreach

and increase B2B play.

Shaping the new normal - Digital consumer survey for online and telecom Page 15

Moving ahead with invisible payments

Question: In past three weeks, what channel did you prefer for pay for your bills (gas,

electricity, water, mobile etc.) and recharges? (Select one)

Figure 9: Channel preference for digital payments

Shaping the normal

According to our survey, 40% people started using digital payments for the first time – this is likely to

have a lasting impact as people become accustomed to ease and convenience of use. Platform providers

will leverage customer retention strategies and initiatives to ensure stickiness.

Digital platforms had already emerged as the preferred medium for many purposes. From now to next

and beyond, the door-step delivery of food and groceries, small neighbourhood shops, and SME

merchants is an opportunity to level-up touch points.

Digital trust will matter. Adoption of peer-to-peer contactless payments and use of token-based-wallets

can be opportunities to explore. Telecom operators will need to enhance functionalities of self-care apps

and create awareness to drive uptake. Cross industry partnerships will be critical. For instance, IoT-

based self-help kiosks can serve as “invisible salesman” at grocery stores. Integrating digital payments

options to decrease physical-cash dependency will encourage faster-checkouts. This can support

inventory tracking and billing.

Paving the way for the future of payments

COVID-19 has set the pace for accelerating India’s digital construct. Now is the time to fast-

track the transition to a cashless economy. The Government is leveraging digital platforms

for driving national relief efforts.

While customer traffic on digital channels are high, value of transaction has significantly

dropped due to reduced consumption. According to our survey, digital wallets were most

preferred over internet and mobile banking or self-help tools because of friendly UI/UX and

one-stop-shop for all payment purposes

Innovation in customer engagement continues - mobile wallet companies roll out cashbacks

and promotions to sustain interaction. The trend is set to pave the way for greater

collaboration between industries, banks and fintech to launch new service propositions.

Contactless

payments

Mobile wallet

tokenisation

Partnerships

for new

propositions

Loyalty and

reward

programs

Digital trust

Digital

wallets

4 in 10

53%

Respondents started using digital

payment for the first time

Internet and

Mobile banking

35%

Telco self-help

tools

12%

How can you

prepare for a new

normal that is yet

to reveal itself?

Shaping the new normal - Digital consumer survey for online and telecom Page 17

8 forces shaping the future consumer?

TMT companies will have to adapt strategies around eight forces that will redefine experiences for digital consumers

Factors shaping change

► Simplified user interfaces

► Rising adoption and integration

► Hyper-connectivity

► Edge computing

► Bandwidth limitations

► Digital infrastructure cost

► Uneven access to technology

► Security and privacy

► Lack of operability

Driving forces

Restraining forces

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Connect with us

Prashant Singhal

Emerging Markets Technology, Media and

Telecommunications Leader

E-mail: [email protected]

Mobile: +91 9971054111

Kanika Kakar and Karn M Gulati

Parul Malhotra

Director - Telecom Advisory Services

E-mail: [email protected]

Mobile: +91 9873336843

Amit Sachdeva

Global Telecommunications

Advisory Leader

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Mobile: +91 9810640519

Acknowledgment

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