Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.

1. Ericsson ConsumerLab
10 HOT CONSUMER TRENDS 2015

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Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever.

3. Ericsson_ConsumerLab_10_hot_consumer_trends_2015_Presentation_4x3 | Ericsson Internal | © Ericsson AB 2014 | 2014-12-10 | Page 3
1. The streamed future
Base: Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US Source: Ericsson ConsumerLab TV & Media report, 2014
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Three quarters of us regularly watch streamed video
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In 2015 more people will watch streamed on-demand video on a weekly basis than broadcast TV

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2. HELPFUL HOMES
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
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Our lives are more connected than ever before, and in the future our homes will be too
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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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3. MIND SHARING
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
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40 percent of smartphone owners would like to use a wearable device to communicate with others directly through thoughts
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More than two-thirds believe this form of communication will be mainstream by 2020

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4. SMART CITIZENS
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Over 70 percent believe that traffic volume maps, energy use comparison apps and real-time water quality checkers will be mainstream by 2020
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As citizens’ behavior becomes smarter, so will the cities they inhabit
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

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5. THE SHARING ECONOMY
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
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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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6. THE DIGITAL PURSE
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
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48 percent would prefer to use their phone to pay for goods and services
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80 percent believe that the smartphone will replace their entire wallet or purse by 2020

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7. MY INFORMATION
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47 percent would like to be able to pay electronically without the automatic and unavoidable transfer of personal information
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56 percent of smartphone owners would also like all email, chat and other internet communication to be encrypted
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

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8. LONGER LIFE
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
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Wearable technology is no longer just a novelty – it will provide significant health benefits
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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
YEARS
+0.5
+1.8
+1.9
YEARS

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9. DOMESTIC ROBOTS
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
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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
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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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10. CHILDREN CONNECT EVERYTHING
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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

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10 hot consumer trends

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