The document discusses the increasing interaction between the physical world and the internet/screens. As computers and the internet began by mimicking physical objects, people now want physical objects to mimic the interactivity of the internet. The document presents survey results finding that people spend more time on screens like smartphones than on other activities. It suggests this trend means that the physical world should interact like the internet, with interactive objects like self-driving cars and same-day delivery services that work across devices.

1. CONSUMERS
and the
Internet of
things
Michael Björn, PhD
Head of Research
Ericsson ConsumerLab

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Computers AND THE INTERNET
mimic physical objects

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No one addresses his computer
without some metaphoric mediation;
we do not speak machine language.
Metaphor provides us with the
means to understand our complex
digital devices.
Dan Saffer
The Role of Metaphor in Interaction Design 2005

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is the cloud a metaphor?

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2011 – A KEY YEAR FOR CLOUD
Base: Mobile phone users aged 15–69 in the Americas (Argentina, Brazil, Canada, US), Europe (France,
Germany, Italy, Spain, Sweden, UK), and Developed Asia (Australia, Japan, Korea). Mobile phone users
aged 15-64 within tier 1–3 urban areas in Developing Asia (China, India, Indonesia).
Source: Ericsson ConsumerLab Analytical Platform, 2007–2014
Figure: Percentage of respondents who browse the
internet on mobile phones on a weekly basis
Figure: Percentage of respondents who use social
networking on mobile phones on a daily basis
There has been a surge in mobile internet use among mobile phone owners for both social
networking and browsing.

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the screen age is here
Smartphone users in New York and Paris have more screen time than
work/study time.
Base: 1,600 smartphone users in New York, Paris, Berlin and Shanghai, aged 18‒49
Source: Ericsson ConsumerLab Analytical Platform, 2011
Figure: Weekly number of hours spent in front of screens compared to work or study
Hours of screen time Hours of work/study time
New York New York
Paris Paris
Berlin Berlin
Shanghai Shanghai
39
33
52
38
41
34
33
34

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Screen time is internet time
Base: 1,600 smartphone users in New York, Paris, Berlin and Shanghai, aged 18‒49
Source: Ericsson ConsumerLab Analytical Platform, 2011
Figure: Weekly number of hours spent doing activities in front of a screen
Our screen activities are changing. The younger we are, the more time we spend with
interactive screens and the less with passive screens.
9 16 7 5
10 14 5 4
40–49 12 14 5 3
30–39
18–29
Watching TV on a TV set General internet use Online socializing Playing computer/video games

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The world should be like the
screen
›Just like on the screen, physical
objects should interact with each
other, the internet – and us

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Interactive parcels know
where they are
Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo
Source: Online fieldwork September 2013, Ericsson ConsumerLab Analytical Platform 2013
›67% of consumers are
interested in a same-day
delivery service that works
on any device, online and
in stores

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Interactive cars know where
to go
Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo
Source: Online fieldwork September 2013, Ericsson ConsumerLab Analytical Platform 2013
›47% want a self-driving/parking car
›43% would use this car every day

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Dynamic Route City Bus
Buses which can optimize
routes as per need. Can be
called just like a taxi.
Interactivity in traffic
Source: Ericsson ConsumerLab Analytical Platform 2014
Talking Roadside Objects
Interact with street lights,
post boxes, trash cans, bus
Pollution Measuring stops, etc.
Parking Meters
Detects vehicle emission
levels and charges for
parking accordingly

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traffic needs in city Centers
Source: Ericsson ConsumerLab Analytical Platform 2014
Base: 9030 iPhone/Android smartphone users in 9 cities
Dynamic Route City Bus
Pollution Measuring Parking Meters
Talking Roadside Objects
City Suburb
68%
62%
55%
45%
High
Low
USEFULNESS RATING
57% 39%

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Summary
› Computers and internet used
to mimic the physical world
› But firsthand experiences are
increasingly via screens
› We now want the physical
world to mimic the internet
› The physical world should be
interactive – like the internet

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