Étude City Life - ConsumerLab Ericsson - Mai 2012
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    Étude City Life - ConsumerLab Ericsson - Mai 2012 Étude City Life - ConsumerLab Ericsson - Mai 2012 Document Transcript

    • consumerlabCITylifeAn Ericsson Consumer Insight Summary ReportMay 2012
    • contentsNowadays, more and more people are opting THE LAND OF OPPORTUNITY 3to live in cities. There are many reasons for this, THE PATH TO SATISFACTION 4often stemming from the desire to seek out morevaried opportunities for work, social time and A QUESTION OF WHO YOU ARE 5personal development. CLEAN & GREEN IS IMPORTANT 6 THE COMMUTE CAUSES STRESS 7A lot of research exists on why people choose tomove to the city, but far less is known about how TRAFFIC CREATES TRAFFIC 8people feel once they live there. This report is WE LOVE SOCIAL NETWORKS 9designed to provide some insight into what makes CREATIVE COLLECTIVE HUBS 10a city a desirable place to live, how contentedpeople are when living there, and what factorsare primarily responsible for causing stressand unhappiness.The purpose of this is to provide Ericsson andother players in Information and CommunicationsTechnology (ICT) with the insight necessary todevelop solutions which will improve life incities globally. Ericsson consumerlab the voice of the consumer Ericsson ConsumerLab is a knowledge-based organization cultures. This research includes general market and consumer that collects and supplies consumer insights to influence and trends, as well as in-depth insights into specific areas. improve strategy, marketing and product management within the Ericsson Group. Ericsson ConsumerLab has more than To be close to the market and consumers, Ericsson 15 years’ experience in consumer values and behavioral ConsumerLab has team members working in almost all of research, including the way consumers think and act about Ericsson’s market regions. Being part of the Ericsson Group ICT products and services. This insight helps operators to gives the organization a more thorough understanding of the develop attractive revenue-boosting services. ICT market and business models. This broad knowledge is what forms the basis of Ericsson’s credibility and integrity. Knowledge is gathered through a global research program Ericsson ConsumerLab is able to share the big picture, with which interviews 100,000 individuals in more than 40 countries an understanding of where the individual fits in and what this and 10 megacities annually – statistically representing the means for future trends and services. views of 1.1 billion people. This is based on both quantitative and qualitative research, and hundreds of hours of in-depth www.ericsson.com/consumerlab interviews and focus groups with consumers from different2  ERICSSON CONSUMERLAB CITY LIFE
    • THE LAND OFOPPORTUNITY “ It may sound weird but it builds character. It may be annoying sometimes, but I think you need that. You need to be surrounded by people.” Male, 25, Los AngelesEricsson ConsumerLab has interviewed people living in 13 major cities around theworld. Our unique methods have enabled us to create a more accurate picture ofpeople’s satisfaction with their lives in the city on a global scale.City dwellers in general believe that living in a city provides them with opportunitiesthat they would not have elsewhere, particularly when it comes to careers,self-fulfillment, entertainment and social interaction. THE Key findings 48% of people feel satisfied with their lives in > OVERCOMING CHALLENGES > CLEAN + GREEN = HAPPY  40 percent of people living in cities  Access to clean, green public the city own a smartphone. They rely on spaces is an important driver their devices to take advantage of happiness for city dwellers. of the opportunities available to It is the key differentiator when them and to ease the challenges comparing satisfaction levels of everyday life. between cities. TRAVEL > EXTREMELY SOCIAL > LEVELS OF SATISFACTION People living in big city centers  percent of people from 48 spend much more time socializing 13 big cities around the world around town than people who feel satisfied with their lives in live elsewhere. They also have the city. In Stockholm and many more online friends than the Mumbai, approximately 70 is the biggest suburbanites. City dwellers access percent claim to be satisfied. cause of tension online social networks as much as 3-5 times a day on average. for city dwellers > STUCK IN TRAFFIC Commuting is the biggest source of stress and frustration. > FEELING TRAPPED  City dwellers are prone to feeling claustrophobic, especially when they do not have enough time to relax and enjoy themselves. ERICSSON CONSUMERLAB  CITY LIFE  3
    • THE PATH TOSATISFACTION 40% of people living in cities around the world own a smartphoneOur study compares results from 13 large cities around theworld. 48 percent of city dwellers claim to be satisfied with theirlives in the city, compared to 25 percent who claim not to be.Those who show the highest satisfaction levels are peopleliving in Stockholm, Mumbai, Johannesburg, New York, Tokyo,London and Los Angeles. Those who show the lowest overall Figure 1: Overall satisfactionsatisfaction are found in Hong Kong and Seoul. Stockholm 10% 73%We see that people who live in cities are most satisfied withthe abundance of restaurants, cafés, pubs, shopping malls, Mumbai 68%supermarkets and entertainment facilities. Other factors rated Johannesburg 57%highly include the mobile network and water distribution. The New York 56%areas people are least satisfied with are traffic and parking, airquality, overall cleanliness and the manner of communication Tokyo 53%used by authorities. London 53% Los Angeles 52%Today, around 50 percent of city dwellers use their mobilephones every day to connect to the internet, and around Cairo 48%40 percent own a smartphone. They depend on the mobile Moscow 44%network for both business and personal use. An efficient SÃo Paulo 41%network is important not just for smartphone usage, butbecause it has the potential to make life easier for people. Beijing 39% Hong kong 28%Moving about in the city can be unpredictable, even hazardous. Seoul 24%By having access to online information and services, peopleare not only better able to take advantage of what the cityhas to offer; they are also better equipped todeal with unexpected eventualities.Figure 2: What city dwellersare most/least satisfied with TOP 5 Availability of Availability of Availability of Mobile restaurants, shopping malls, entertainment network Water cafés, pubs, etc. food markets, etc. facilities coverage distribution The overall The city authorities The possibility Air quality Road traffic public cleanliness communication of finding parking situation/street of the city system BOTTOM 54  ERICSSON CONSUMERLAB CITY LIFE
    • A QUESTIONOF WHOYOU AREUnderstandably, not the least satisfied of all.everyone feels the same This indicates that thoseway about where they who feel the most fulfilledlive. Demographics play a are likely to be the mostmajor role in determining satisfied – a trend whichwhat aspects of city life is particularly prevalentpeople are most/least in cities comparedsatisfied with. to elsewhere.Our results show that Age can also play a rolein general, women are in satisfaction levels,slightly happier living in depending on where youcities than men. This is are. According to thisespecially true of Mumbai study, young people areand Tokyo. Additionally, happier than older peoplestudents and well- in Cairo and Seoul, ineducated white collar contrast to Mumbai,workers tend to be the Stockholm and Tokyohappiest demographic where older people aregroup in cities, whereas largely the most content.unemployed people are ERICSSON CONSUMERLAB  CITY LIFE  5
    • CLEAN & GREEN is important Figure 3: Negative feelings Taken as a whole, among the measured factors, the one showing highest correlation to happiness with life in the city is the perceived abundance of clean, green Mumbai parks and public spaces. Cairo One of the main differences of opinion can be found in Beijing the area of traffic congestion and parking. Here we can observe a clear connection between dissatisfaction Hong Kong and usage: those who regularly use transport systems are the ones who are most dissatisfied with them.Figure 4: Title Seoul Interestingly, when it comes to education and health São Paulo care, we can see a very different attitude. Compared London to other demographics, students are the most satisfied with education. Similarly, elderly people appear to be Johannesburg more satisfied with non-emergency health care than most. However, when it comes to matters of safety, Los Angeles parents tend to be the hardest to please. New York We know that living in the city can be emotionally Tokyo challenging. Feeling trapped, monitored or stressed are all common side-effects, largely due to overcrowding. Moscow As a result, many feel that they would be better off living elsewhere. Stockholm 0 50 100 150 200 250 This kind of claustrophobia is most prevalent in % share who often or rather often Mumbai, Cairo, Beijing, Hong Kong and Seoul. have the particular feeling Cities with the lowest levels of claustrophobia Feel monitored include Stockholm, Moscow, Tokyo and New York. Feel that you would be better off living in another city or in the countryside Feel trapped Feel stressed due to a crowded city6  ERICSSON CONSUMERLAB CITY LIFE
    • THE COMMUTE CAUSES STRESS 2 HOURS 20 MINUTES traveling the city each day Inner city travel is an inescapable part of everyday life for many people in cities, and one that often results in being late for work and other appointments – inevitably causing high levels of stress and frustration. “ Isn’t there a system you can use to City dwellers spend an average of 2 hours and 20 minutes each day predict when there are likely to be traveling the city. For people in Moscow the average amount of time delays due to weather which would spent traveling per day is 3 hours and allow you to add additional buses?” 30 minutes, whereas for people in Stockholm the average is just 2 hours. Letter from a 42-year-old female commuter to the New Jersey transport authority In most big cities, the traffic and parking situation is the one which causes the most stress in daily life. Figure 4: Comparative means of transport 3.5Average number of hours per day 3.0 2.5 2.0 1.5 1.0 0.5 0.0 City average Moscow São Paulo Mumbai Hong Kong Cairo Johannesburg Seoul London Beijing Los Angeles New York Stockholm Travel/commute by car – as the driver Travel/commute by car – as a passenger Travel/commute on public transportation Ride a motorcycle/motorbike or a moped/scooter Ride a bicycle or walk Many commuters worldwide believe that the only way navigate the cities during busy periods. to improve the commuting experience is through access This system is already being implemented to more flexible information on their mobile phones. In in Boston, New York, London and Stockholm. some cities, authorities are already working to improve the availability of real-time traffic data and public For further information on open data and its information to mobile devices. The information can then potential to make life easier for city dwellers, be incorporated into applications which help people to visit www.opendatastories.org. ERICSSON CONSUMERLAB  CITY LIFE  7
    • TRAFFIC CREATES TRAFFICSmartphones are most heavily used during rush hour. to send and receive emails, organize leisure time, and keep up to date with the news. For those whoIn general, public transport is seen to be less stressful drive, they generally use their mobile devices to listenthan driving, particularly in Tokyo and Seoul. However, to music. All of this helps people to feel that their timeas the number of people living in cities grows, more has not been wasted.and more people will be using roads and publictransport, making the system even more crowded Knowing the ways in which people choose to commutethan before. Our research demonstrates that this is helps us to determine what services they would findan area in which ICT could be used to make life easier the most beneficial.for commuters, by providing real-time traffic andtransport schedule updates. For example, people who commute by bike would benefit from knowing where they can use cycle lanes. Those who use public transport would benefit from EMAIL LEISURE real-time updated timetables and travel planners.NEWS Or, for those who drive, a GPS travel planner MUSIC with access to real-time traffic data would save considerable time and stress.People are more relaxed when they know how long In Los Angeles most people tend to commute by car,their commute will take, as this enables them to utilize whereas in Hong Kong most travel by public transport.their time more efficiently. Smartphones can be an In Moscow, many people choose to travel on footinvaluable tool on the daily commute, allowing people or by bike.Figure 5: Common activities while traveling 80% 70% 60% 50% 40% 30% 20% 10% 0% Listen Make Send Make Read a Check Browse Sleep Play Use online Check Work Watch Organize to music personal SMS work newspaper personal the games social work activities video family phone calls calls /book emails internet on mobile networks emails (other than clips activities /magazine calls) (news, TV, using a movies) mobile Activity per location/main activity device When driving a car As a passenger in a car When traveling by public transportUTILIZE TRAVEL TIME8  ERICSSON CONSUMERLAB CITY LIFE
    • WE LOVE SOCIAL NETWORKSIt’s a fact: those who live socializing and more Figure 6: How where you live affects social interactionin big city centers spend time at work. Those wemuch more time socializing interviewed in Cairo spent City centerwith friends around town the largest amount ofthan those who live in time socializing online, In a cityrural or suburban areas. with the average time (not center)Big cities are hotbeds for totaling approximately In a small city or suburban area part of large citycreativity, bringing together 1 hour and 10 minutes perpeople from all walks of day. However, it should In a small city or suburban area not part of large citylife. The sheer number of be noted that thosesocial opportunities is part interviewed in Cairo were Rural areaof what makes life in a big generally more familiarcity so alluring. with technology than the 0 5 10 15 20 25 30 35 average Egyptian person. Average number of hours a weekHowever, people living in Socializing with friends around towncity centers also spend Spending time with spouseless time with theirspouses and partners.This could be linked to the Figure 7: Time spent socializing in different waysfact that people tend tomove out of city centers Moscowwhen they have children: 2 HOURS São Paulopeople with children Cairoprobably spend more time 30 MINUTES Johannesburgwith their families, and of socializingtherefore their spouses. Hong Kong LondonThe average city dweller New Yorkspends 2 hours and Los Angeles30 minutes socializingon an average weekday, Mumbai45 minutes of which are Stockholmspent socializing online. BeijingThe cities where peoplespend the most timesocializing are São Paulo, 45 Seoul 0 50 100 150 200 250Moscow and Cairo. MINUTES Average minutes per day spent on activity on a weekday Socializing with friends and family/relatives in your or their homeComparatively, people of socializing online Socializing with friends and family/relatives somewhere elsein Seoul spend less time Online socializing with friends and family/relatives SOCIAL OPPORTUNITIES ERICSSON CONSUMERLAB  CITY LIFE  9
    • CREATIVECOLLECTIVE HUBSCities are hubs for sociallynetworked creativity.Online social networking sites areregularly used by people in cities,with the average person using 2 social Los Angelesnetworks. However, many in Beijing,Mumbai, Moscow, São Paulo and Cairoclaim to be active on 3 or more. These New Yorksocial networks are usually accessed3-5 times a day, with young peopleaccessing them more often at roughly6 times a day.Where you live can affect the number offriends you have on your social network.Our study shows that people living in citycenters have more online friends thanthose in suburban areas, and that peopleliving in São Paulo, Johannesburg and This is particularly pronounced in Tokyo,Cairo have the most online friends. where we carried out a deep dive on the socio-cultural effects of the Tōhoku SãoStaying up-to-date with friends andfamily – and keeping them up-to-date– are still the most common activities. earthquake in March 2011. The results pointed to a significantly increased need for crowd-sourced information solutions. PauloHowever, the world of online socialnetworking is growing. The third most Around 30 percent also use socialcommon activity is to connect and networks as a primary source ofexchange ideas with others, in effect information about what is going on inturning cities into hubs for socially their city or around the world. This isnetworked creativity. most prominent in Beijing and Cairo. Figure 8: Number of friends on online social networks Average all cities 247 Average all cities – center 260 Average all cities – suburb 234 São Paulo 565 Johannesburg 307 Cairo 285 “ Facebook strengthens Los Angeles 284 the relationship with New York Stockholm 243 275 family, friends, people London 227 I went to high school Hong kong 196 with. It connects me Mumbai Moscow 185 172 with a huge community.” Beijing 154 Female, 36, New York Seoul 93 Tokyo 7310  ERICSSON CONSUMERLAB CITY LIFE
    • Stockholm MoscowLONDON Seoul Beijing Tokyo Cairo Hong Kong Mumbai About this report The data for this report was taken from the following sources: Johannesburg Ericsson ConsumerLab City Study 2011 A 30-minute online survey with 1,500 participants per city, carried out in Cairo, Johannesburg, Mumbai, Stockholm, Beijing, Moscow, São Paulo, Tokyo, Seoul, London, Los Angeles, New York and Hong Kong. Note: in less advanced markets (Cairo, Mumbai, Moscow, São Paulo and Beijing) the interviewees selected were on average more affluent and technologically advanced than the population as a whole. Ericsson ConsumerLab Mobilize Everyday Activities 2011 A 25-minute online survey with 400 participants per city, carried out in Paris, London, Shanghai and New York. A qualitative deep dive carried out via focus groups in New York. Ericsson ConsumerLab Vertical Study 2011 A qualitative study with an ethnographical approach, carried Figure 9: Cities used in this survey out in Berlin, New York, Los Angeles, Delhi and Mumbai. Figure 10: Prime driver for using social networks100% Other reasons To inform myself on what is going on in the city80% For business networking; whether for opportunities for my60% business or my career To update myself on what is happening around the world40% To connect with and exchange ideas with other users who share similar interests and hobbies20% To keep my friends, family and other contacts up-to-date on my life 0% To stay up-to-date with what my friends, City Stock- Los New London Johan- Hong Mos- Seoul Mum- Beijing São Cairo Tokyo family and other contacts are doing average holm Angeles York nesburg Kong cow bai Paulo ERICSSON CONSUMERLAB  CITY LIFE  11
    • Ericsson is the world’s leading provider of communicationstechnology and services. We are enabling the Networked Societywith efficient real-time solutions that allow us all to study, work andlive our lives more freely, in sustainable societies around the world.Our offering comprises services, software and infrastructure withinInformation and Communications Technology for telecom operatorsand other industries. Today more than 40 percent of the world’smobile traffic goes through Ericsson networks and we supportcustomers’ networks servicing more than 2 billion subscribers.We operate in 180 countries and employ more than 100,000 people.Founded in 1876, Ericsson is headquartered in Stockholm, Sweden.In 2011 the company had revenues of SEK 226,9 billion (USD35,0 billion). Ericsson is listed on NASDAQ OMX, Stockholm andNASDAQ, New York stock exchanges.The content of this document is subject to revision withoutnotice due to continued progress in methodology, design andmanufacturing. Ericsson shall have no liability for any error ordamage of any kind resulting from the use of this document.EricssonSE-126 25 Stockholm, SwedenTelephone +46 10 719 00 00Fax +46 8 18 40 85 EN/LZT 138 0885 R1Awww.ericsson.com © Ericsson AB 2012