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Ericsson ConsumerLab 10 Hot Consumer Trends 2013


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As 2012 draws to a close, Ericsson ConsumerLab has identified the hottest consumer trends for 2013 and beyond. For more than 15 years, ConsumerLab has conducted research into people's values, behavior and ways of using ICT products and services.

Michael Björn, Head of Research at ConsumerLab, says: "Our global research program is based on annual interviews with over 100,000 individuals in more than 40 countries and 15 megacities. Over the years we have amassed a huge database of consumer trend data - and we see that the pace of change is currently more rapid than ever"

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Ericsson ConsumerLab 10 Hot Consumer Trends 2013

  1. 1. 10 hotconsumertrends
  2. 2. Cloud reliancereshapesdevice needs Figure 1: Online service use preference on different devices Tablet user 51% 30% Smartphone user 48% USA 27% Mobile phone user 39% 35% Tablet user 53% 35% Smartphone user 46% sWEDEN 22% Mobile phone user 37% 28% Tablet user 53% 35% Smartphone user 37% JAPAN 23% Mobile phone user 29% 31% Tablet user 62% 18% Smartphone user 51% AUSTRALIA 21% 39% Mobile phone user 33% I use all my devices for all my online services I use a specific device for each online service Source: Ericsson ConsumerLab Analytical Platform 2012 Study base: Users of respective devices, aged 15-69Consumers who use tablets or smartphones used for messaging, the Xbox for games, the iPodknow the benefit of having access to all online for music and the laptop for email and on all devices. Services like Facebook,email, browsing, games, music, photos and apps Tablet and smartphone users appreciate the simplicitycan be used from any connected device, and convenience of having the same apps and datadepending on the situation. seamlessly available through the cloud on multiple devices. As a result, products aimed at the massOn the other hand, users of traditional mobile phones market – from cars to cameras – increasingly requireare more prone to use specific devices for specific access to the internet, as devices without connectivityservices. The desktop PC may be used for internet are becoming difficult to use for those who wish tobanking and for price comparisons, with the phone access all services seamlessly on all devices.2  ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013
  3. 3. Computing for ascattered mindFigure 2: Home computing for a scattered mind: purchase intent for tablets is now greater than for desktop PCs30%25%20%15%10% 5% 0% a lia il na y ly n ia ia en K SA ne l di ta az an pa U Ita er ss In ra To hi ed ai U Br m ig Ja Ru st kr C Sw N er Au U G Source: Ericsson ConsumerLab Analytical Platform 2012 Desktop PC Tablet Study base: Internet users aged 15-69From desktops, files, folders and garbage cans to The PC at the work desk becomes the tablet on theflat surfaces, apps and cloud services, consumers living room table, used while watching TV – or on theare increasingly turning their backs on a computing kitchen table, picked up during a breakfast discussionparadigm for the focused mind. Instead of sitting at with the family. Tablet interest is particularly high ina work desk and completing tasks, there has been Australia, China and Russia.a shift in favor of a computing paradigm where thingsare handled on the spur of the moment and with one 29 percent also intend to buy smartphones comparedhand – subject to the flow of events as we stand in to 25 percent who plan to buy laptops. This transformsa shopping line, talk to someone at a café, or run the mobile computing experience from hauling heavybetween buses during the commute. bags, finding places to sit and searching for power outlets to emailing on the commuter train, usingIn our study, 18 percent intend to purchase a tablet, Facebook and shopping apps during the lunch hour,compared to 15 percent who plan to buy a desktop PC. and reading news blogs during a coffee break.Figure 3: Mobile computing for a scattered mind: purchase intent for smartphones is now greater than for laptops50%40%30%20%10% 0% a lia il na y ly n ia ia en K SA ne l di ta az an pa U Ita er ss In ra To hi ed ai U Br m ig Ja Ru st kr C Sw N er Au U G Laptop Smartphone Source: Ericsson ConsumerLab Analytical Platform 2012 Study base: Internet users aged 15-69 ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013  3
  4. 4. Bring your ownbroadband to workFigure 4: Share of smartphone subscriptions used at work80%70%60%50%40%30%20%10% 0% a na lia il y ly n ia ia en K SA ne di az an pa U Ita er ss In ra hi ed ai U Br m ig Ja Ru C st kr Sw N er Au U G Working: Privately paid, uses smartphone at work Working: Company pays whole or partSource: Ericsson ConsumerLab Analytical Platform 2012Study Base: Smartphone users aged 15-69It is increasingly possible to remain in contact with Figure 5: Overall distribution of smartphone subscriptionsone’s personal network all day. In order to remain inthe loop, people bring their own smartphones with Working: company Working: companytheir favorite apps, cloud services and personal 6% pays whole or part pays whole or partsmartphone subscriptions when they go to work. 16% Working: privately Working: privatelyAccording to our study, 57 percent of all smartphone paid, uses paid, usesusers are working people who use their privately smartphone at work smartphone at workpaid smartphone subscriptions at work, compared 13% Working: does not useto only 6 percent who are getting their smartphone smartphone at work use Working: does not 57% smartphone at workbills paid by employers. Not working 8% Not workingPersonal smartphones are increasingly being used Student Studentfor work, to send emails, plan business trips, findlocations and more. These work applications not Source: Ericsson ConsumerLab Analytical Platform 2012only run on employee-owned devices, but also Study Base: Smartphone usersover the mobile broadband connectivity aged 15-69employees bring to work. 57% OF SMARTPHONE USERS ARE WORKING PEOPLE WHO USE THEIR PRIVATELY PAID SMARTPHONE SUBSCRIPTIONS AT WORK4  ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013
  5. 5. CITY DWELLERS GORELENTLESSLY MOBILEBy relentlessly accessing the internet always andeverywhere, consumers are now an unstoppableforce making internet truly mobile. Total smartphonesubscriptions will reach 1.1 billion by end of 2012, and A better phone is like an upgrade thataccording to Ericsson’s Mobility Report this number is enables more internet use, but I considerexpected to grow to 3.3 billion by 2018. There will be more money spent on internet as anno turning back to the fixed internet of old. upgrade of life.”In our ongoing city research, we asked people from 18 Indian consumermegacities how satisfied they were with 30 differentaspects of their cities, including factors such as safety,garbage handling, quality of education and healthcare. Mobile network coverage is now the fourth mostimportant driver of satisfaction for city life as cities gomobile. Overall, 67 percent of city dwellers are satisfiedwith mobile network coverage – with total satisfactionlevels peaking at 85 percent in Delhi, 80 percent inBerlin and 78 percent in New York.Mobile network coverage is essential, as consumersof all ages use their smartphones to stay connectedall day. Smartphone apps are based primarily onmobility, and their popularity is transforming theway we use the internet.Figure 6: 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 Child care Communication The ability to Air quality Road traffic with city authorities find parking situation/street system BOTTOM 5 Source: Ericsson ConsumerLab Analytical Platform 2012 Study base: Internet users in 18 megacities, aged 15-69 ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013  5
  6. 6. Personal socialsecurity networksAs a result of economic turbulence, trust intraditional structures and authorities is decreasing Figure 7: Saving community structureand consumers are increasingly putting their trust inpersonal networks and communities. Consumers oftengather in online networks with a common interest, inthe same way that consumers in countries wherebank structures are not fully implemented gatherin private ‘saving communities’.Using online networks to pool money and other END: START:resources has also become more common, through Money is spent Depositcrowd-funding and collective cooperation. or distributed moneyIn addition, online tools give the individual theopportunity to build different personal spheres andnetworks that serve a cause, as well as a safety net EY DE ON Pin case of emergency. Students link up on video chat O M SI ITforum ooVoo to get homework done, and others are TM DEPOSusing neighborhood networks such as Nextdoor to ONEYimmerse themselves in their local communities. In asimilar way, Linked-In is shaping up to be a seriouscontender to the unemployment agency. Insteadof writing lengthy CVs, some now prefer to send out D140 character ‘twesumes’ on Twitter. EP O SIT EY MON Source: Ericsson ConsumerLab M-Commerce in Sub-Saharan Africa Report, 2012 Study base: Qualitative study in Sub-Saharan Africa6  ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013
  7. 7. Women driveSMARTPHONE MARKETFigure 8: Male vs female smartphone service use Global Specific regions100% 100% 100% 100% 80% 80% 80% 80% 60% 60% 60% 60% 40% 40% 40% 40% 20% 20% 20% 20% 0% 0% 0% 0% ons s kn in kiing ng tos os S S ket S: ets : d A to : Asi s: ope g:: eric in:: eric s:: ark MS ed otos uro ng me k in me ons pon ck i SM SM Am pon Eur rkiin ar SM hot * s* sia a rica a rica a Am eck ork pho pe hec n E ork oup ope ho rm S th A hec wor tiin coup Che cou el p ph ern wo nA u ve p etw velo e p orth Ch ste etw Lat co C se c ei e Nor C net ive est net ceiv Use Dev eiv er m al n La seUse We l n De rece rec U ciial /rec U ciial r W a d/re the Soc Oth Soc nd/ So nd/ N So O d Sen Sen Se Se Male Male Female Female *Other markets: Russia/Egypt/South Africa/Turkey *Other markets: Russia/Egypt/South Africa/TurkeySource: Ericsson ConsumerLab Analytical Platform 2012Study Base: Smartphone users aged 15 and upwardsWomen have been heavy users of communicationsservices on mobile phones for years – and continueto lead many communication and daily life relatedbehaviors on smartphones. On a global scale, femalesmartphone owners are more active than men whenusing SMS. 77 percent of women send and receivephotos, 59 percent use social networking, 24 percentuse apps to check in at physical locations and 17percent redeem coupons using their smartphones.Women are especially heavy SMS users in marketssuch as Russia, Egypt, South Africa and Turkey.Furthermore, they are leaders of the send/receive phototrend in developed Asia, with 87 percent of womendoing this compared to 79 percent of men. In WesternEurope, a full 60 percent of female smartphone ownersuse social networking, compared to just 52 percent ofmen. A quarter of North American women check in todifferent locations, more so than in other regions. LatinAmerican women also use coupons more than men,although overall use is lower than the global average.By integrating communication and daily activitieswith their smartphone usage, women continue todrive broad mass market smartphone adoption. ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013  7
  8. 8. Cities become hubsfor social creativityFigure 9: Prime drivers for using social networks 100% Other reasons To inform myself on what is 80% going on in the city For business networking 60% To update myself on what is happening around the world To connect and exchange ideas 40% with other users who share similar interests and hobbies To keep my friends, family and other 20% contacts up-to-date on my life To stay up-to-date with what my friends, 0% family and other contacts are doing E m s rk on rg ng w l i g o ro o ou ba le ijin ul ky AG co Yo ol bu ai nd Ko ge Se um Pa To kh C Be os es ER Lo ew An g oc M o M nn on Source: Ericsson ConsumerLab City Life Report 2012 Sã AV N St s ha Lo H Study base: Internet users in 13 major cities, aged 15-69 Y Jo ITC THE THIRD most common activity on social networking sites is to connect and exchange ideas with othersPeople in city centers spend twice as much timewith friends as people in rural areas. Perhaps as aresult, they also love to use online social networks.City center dwellers have an average of 260 friendsonline – significantly more than people in suburbanareas who have an average of 234. City dwellers alsospend a full 45 minutes socializing online every day.But it’s not all about catching up with friends andfamily. 12 percent of respondents in our city studysay that the main reason for using social networksis to connect and exchange ideas with others. This isthe third most common reason for social networkingamong city dwellers, in effect turning cities intohubs for socially networked creativity. It is particularlyimportant in Tokyo, where as many as 38 percentconsider exchange of ideas to be the most importantreason for social networking. This number is alsohigh in Beijing, Cairo and Seoul.When thinking about how to increase city dwellersatisfaction with the social aspect of cities in the future,being able to better facilitate the creative exchange ofideas on social networks could become very important.8  ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013
  9. 9. IN-LINE SHOPPINGFigure 10: What people dislike about online shopping is what they like about in-store shopping What do you dislike most about shopping online? What do you like most about shopping in a store? I can’t see touch I can see touch or try things 73% 76% and try things I have to wait to I can take my receive purchases 30% 59% purchases home directly I worry about security/ credit card fraud 35% 44% It’s fun to browse stores Lack ofSource: Ericsson ConsumerLab customer service 16% 42% I can get personal customer serviceAnalytical Platform 2012Study Base: Internet users in WesternEurope, aged 15 and upwards Too much choice 11% 28% Something to do with friends or familyA phenomenon best described as ‘in-line shopping’ Figure 11: Use smartphones for small payments,has emerged as a result of consumer desire to product barcodes or couponscombine the best aspects of in-store and online 50%shopping. Shoppers want to be able to see, touch 43%and try products, make price comparisons and access 40% 35%extended product information without having to wait 31%in line to make a purchase. In today’s Networked 30% 27% 26% 23%Society, where people constantly shift their attention 20% 17%between the physical world and the internet, it will soonbecome meaningless to talk about online and offline 10%as two separate realities. Retailers will benefit fromunderstanding consumers’ desire to shop whenever 0%the mood takes them and to have the ability to combine a a pe e ia ia ts ic ic op As As ke rothe benefits of in-store and online shopping. er er ur ar Eu Am Am d ng lE m pe pi rn tra er lo tin th lo te ve th or en ve La es O N De De C W OF SMARTPHONE USERS 32% globally use smartphones for small payments, product barcodes or coupons Source: Ericsson ConsumerLab Analytical Platform 2012 Study base: Smartphone usersFigure 12: What consumers dislike most about in-store shopping corresponds to what they like about online shopping What do you dislike most about shopping in a store? What do you like most about shopping online? I don’t like lines and crowds 51% 71% Easy to research and compare prices I can shop I cannot shop whenever I want to 33% 64% whenever I want to Stores have a limited choice 12% 61% I can find things I can’t find in stores PoorSource: Ericsson ConsumerLab customer service 27% 59% No pressure from sales peopleAnalytical Platform 2012 It is difficult/Study Base: Internet users in WesternEurope, aged 15 and upwards takes time 25% 45% No need to spend time/ money to go to store ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013  9
  10. 10. TV goes social Figure 13: Activities engaged in at least once per week while watching TV or video content Browse internet Talk with others in the same room Eat in front of the TV Use social forums (e.g. Facebook, Twitter) Chat (e.g. MSN, Skype, Facebook chat) 0% 20% 40% 60% 80% 100% 2011 2012 Source: Ericsson ConsumerLab TV & Video Consumer Trend Report 2012 Study base: Broadband users with at least weekly TV/video consumption, aged 16-59 in US, UK, Germany, Spain, Sweden, Taiwan and China 62%Watching different kinds of video content has alwaysbeen a social activity. Now, consumers are increasinglyusing social media while watching TV. More than 80percent browse the internet while watching and more use facebook orthan 60 percent use social forums or blogs while twitter while watching tvwatching video and TV on a weekly basis. Mobile devices are becoming a natural part of theInterestingly, out of those who use social forums or viewing experience. Although the majority of video andchats while watching, 42 percent are discussing the TV consumption on mobile devices takes place in thethings they are currently watching on a weekly basis. home, almost 50 percent of the time spent watching TVThe availability of different easy to use mobile devices and video on smartphones happens outside the home.such as smartphones, laptops and tablets enablesthis behavior. Micro-blogs like Twitter are popular Social behaviors enhance the overall TV and videobecause they make it possible for people to find others experience, making it worth more. Over 30 percentwith similar viewing interests, in effect creating a live of respondents say they are more likely to pay forchat that adds to the overall viewing experience. content that they watch in a social context.10  ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013
  11. 11. learning intransformationA significant number of young people today live in an Figure 14: Family dynamics need to be considered when it comes to mobile broadbandinteractive culture characterized by unlimited accessto information and content, anytime, anywhere. Itis a culture that relies on peer-to-peer interactionfor information to legitimize opinions, actions andbehavior. This cultural change is now impactingeducational institutions and learning itself. 24% of urban parents use mobile broadband on their mobile phonesLearning is transformed through both internal andexternal forces:• When young people are at school and college, they bring their personal technology experience into the classroom. In this way, students are becoming a major force for change. Students and progressive teachers’ use of ICT is driving a bottom-up pressure on schools and governments to transform. Combined, these students and teachers form the external force.• There is also an internal force driven by the need for governments and institutions to save money and be more efficient, while at the same time ensuring educational quality and competitiveness. This leads them to look for new ICT-based opportunities that will enable them to be more efficient, extend their reach and enhance their value proposition.Learning is also transformed when individuals andschools first get connected and gain access to the of these parents let their kidssame learning resources as others. Connectivity 83% use mobile broadbandchanges the outlook for children on a global scale. Forexample, in India around 30 million of 69 million urbanchildren aged 9 to 18 own mobile phones, and 3 millionof these use mobile broadband on their phones. Parentsusing mobile broadband themselves are more likely to Source: Ericsson Learning and Educations in the Networked Society Report 2012 Ericsson ConsumerLab Generation Z Report – understanding the digital lives ofintroduce their children to the technology. India’s young mobile users 2012 ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2013  11
  12. 12. 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 2.5 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 (USD 35.0billion). Ericsson is listed on NASDAQ OMX, Stockholmand NASDAQ, New York stock exchanges.EricssonSE-126 25 Stockholm, SwedenTelephone +46 10 719 00 00Fax +46 8 18 40 85 EAB-12:07833 © Ericsson AB 2012