Ericsson ConsumerLabs reveal the 10 hot consumer trends for 2013
Ericsson ConsumerLab, which gains its knowledge through global consumer research, has identified some of the most important consumer trends for the coming year.
The lab conducted research into people’s values, behaviour and ways of using ICT products and services in order to identify the trend which include cloud reliance reshaping device needs, women driving the smartphone market, and TV going social. Of the research head of research at ConsumerLab, Michael Björn said: “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"
The research shows that more than 50 per cent of tablet users and well above 40 per cent of smartphone users in USA, Japan, Australia and Sweden appreciate cloud storage and the simplicity it brings having the same apps and data seamlessly available on multiple devices.
Ericsson ConsumerLabs also predicts consumers will increasingly “turn their backs on a computer paradigm for the focussed mind” with more tasks being carried out at the spur of the moment, leading to more computing options for the “scattered mind” as purchase intent is higher on tablets than desktops, and mobiles than laptops.
In 2013 personal smartphones will increasingly be used for work purposes with 57 per cent of smartphone uses using their personal phone for subscriptions at work. City dwellers are also predicted to go “relentlessly mobile” accessing the internet always and everywhere. Total smartphone subscriptions will reach 3.3 billion by 2018 and mobile network coverage is increasingly one of the most important drivers of satisfaction for city life.
Of those surveyed personal social security networks were cited as a major trend for next year, with trust in traditional structures and authorities decreasing consumers are increasingly trusting their own personal communities. Social media is also fast becoming a serious contender to the traditional job agency.
Ericsson ConsumerLabs findings show that next year women will drive the smartphone market and mass-market smartphone adoption. No less than 97 per cent of female smartphone owners use SMS, 77 per cent send and receive photos, 59 per cent use social networking, 24 per cent check-in at locations, and 17 per cent redeem coupons.
Cities are set to become hubs for social creativity with research showing that those who live in the city have more friends online than people in suburban areas. Of those surveyed 12 per cent of city dwellers said they used social networks to connect and exchange with others, making it the third most common reason to use social networks behind staying up-to-date with friends and keeping them updates.
In-line shopping is also set to become more prolific with a total of 32 per cent of smartphone users shopping direct from their handsets. Frequently users are combining in-store and online shopping aspects by getting information, making price comparisons and purchases immediately without having to queue at the cash desk.
TV will also become more social as more than half (62 per cent) of viewers use social forums whilst watching TV to discuss what they are viewing. Over 30 per cent of those surveyed claimed they were more likely to pay for content when watched in a social context. Learning is also set to be transformed in 2013, with people bringing their personal technology experience into the classroom. Governments and new institutions are also set to look for new ICT solutions in order to be more efficient.