Traditional Cable and Wireless Brands Are Catching Up to Big Tech

Customer affinity toward traditional communications and media companies is closing the gap with that for big tech and digital companies, according to a new report from Accenture (NYSE:ACN), the company said.

For its “2019 Global Keep Me Index: Are you a keeper?” report Accenture surveyed nearly 24,000 consumers in 18 countries on their likeliness to stay with a brand long-term based on how they think, feel and talk about that brand. A key finding: The gap between consumer affinity for digital brands and that for traditional cable, satellite and wireless brands shrunk by more than two-thirds since 2017.

Specifically, the gap between affinity for digital brands and that for traditional cable and satellite brands is now just 23%, compared with 75% in 2017. The gap between the affinity for digital brands and that for traditional wireless brands is now just 9%, compared with 28% in 2017.

According to the survey, customer perception of service quality from traditional communications and wireless companies increased 10% over the past two years, driven by more-personalized services, better control over personal data, and more fun and engaging user experiences. Perception of service quality from digital platform companies, which include big technology and digital brands, decreased by 10% during that time, though they remain the highest ranked providers.

Accenture Research conducted an online survey of 23,930 consumers in 18 countries: Australia, Canada, China, France, Germany, India, the Netherlands, Italy, Japan, Malaysia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, the United Arab Emirates, the United Kingdom and the United Sates.

Accenture is a global professional services company, providing a broad range of services and solutions in strategy, consulting, digital, technology and operations. Visit