10 HOT CONSUMER TRENDS 2015 Ericsson ConsumerLab
Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.
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1. The streamed future › Three quarters of us regularly watch streamed video › In 2015 more people will watch streamed on-demand video on a weekly basis than broadcast TV
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Base: Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US Source: Ericsson ConsumerLab TV & Media report, 2014
2. HELPFUL HOMES › Our lives are more connected than ever before, and in the future our homes will be too › Around half of consumers would like home sensors that alert them to water and electricity issues, provide updates about refrigerator temperature, and deliver alerts when family members come and go
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
3. MIND SHARING › 40 percent of smartphone owners would like to use a wearable device to communicate with others directly through thoughts › More than two-thirds believe this form of communication will be mainstream by 2020
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
4. SMART CITIZENS › Over 70 percent believe that traffic volume maps, energy use comparison apps and real-time water quality checkers will be mainstream by 2020 › As citizens’ behavior becomes smarter, so will the cities they inhabit
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Base: 9,030 iPhone/Android smartphone users in Beijing, Delhi, London, New York, Paris, Rome, São Paulo, Stockholm and Tokyo Source: Ericsson ConsumerLab Analytical Platform, September 2014
5. THE SHARING ECONOMY › Half of all smartphone owners are open to the idea of renting out their personal appliances, spare rooms and leisure equipment, as it is convenient and saves money
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
6. THE DIGITAL PURSE › 48 percent would prefer to use their phone to pay for goods and services › 80 percent believe that the smartphone will replace their entire wallet or purse by 2020
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
7. MY INFORMATION › 47 percent would like to be able to pay electronically without the automatic and unavoidable transfer of personal information › 56 percent of smartphone owners would also like all email, chat and other internet communication to be encrypted
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
8. LONGER LIFE YEARS
› Wearable technology is no longer just a novelty – it will provide significant health benefits › Consumers believe that cloud-based services such as jogging apps, pulse meters and plates that measure food will help to prolong our lives by up to two years per application
+1.9
+1.8
+0.5 YEARS
Public | © Ericsson AB 2014 | 2014-12-10 | Page 10
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
9. DOMESTIC ROBOTS › 64 percent of consumers think a range of domestic robots that could help with everyday chores such as laundry and cooking will be common in households by 2020 › Robots could also help out with tasks beyond the purely functional. More than a third say that a robot could keep them company
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
10. CHILDREN CONNECT EVERYTHING › For younger generations, the internet is integral to the world we live in
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› 46 percent of smartphone owners say that those who are exposed to tablets as babies will expect all objects to be connected when they are older
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo Source: Ericsson ConsumerLab Analytical Platform, October 2014
10 hot consumer trends
Public | Š Ericsson AB 2014 | 2014-12-10 | Page 13
Public | Š Ericsson AB 2014 | 2014-12-10 | Page 14