10 hot consumer trends for 2013
(Thomson Reuters ONE Via Acquire Media NewsEdge)
* Ericsson ConsumerLab has identified some of the most important consumer
trends for the coming year
* The cloud reshaping consumer needs and women driving the smartphone market
are some of the important trends
* Young people's behavior changes society and the internet gets put to new use
in times of economic uncertainty
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
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"
Here are the 10 hottest consumer trends:
1. Cloud reliance reshapes device needs. More than 50 percent of tablet users
and well above 40 percent of smartphone users in USA, Japan, Australia and
Sweden appreciate the improved simplicity of having the same apps and data
seamlessly available through the cloud on multiple devices.
2. Computing for a scattered mind. From desktops, files and folders to flat
surfaces, apps and cloud services, consumers are increasingly turning their
backs on a computing paradigm for the focused mind. Tasks are handled at the
spur of the moment - as we stand in a shopping line or talk to someone at a
café. Purchase intent is higher for tablets compared to desktop PCs, and for
smartphones compared to laptops.
3. Bring your own broadband to work. A total of 57 percent of smartphone users
use their personal smartphone subscriptions at work. Personal smartphones are
increasingly being used for work, to send emails, plan business trips, find
locations and more.
4. City-dwellers go relentlessly mobile. By relentlessly accessing the internet
always and everywhere, consumers are now an unstoppable force making internet
truly mobile. Total smartphone subscriptions will reach 3.3 billion by 2018 and
mobile network coverage is one of the most important drivers of satisfaction for
5. Personal social security networks. As a result of economic turbulence, trust
in traditional structures and authorities is decreasing and consumers
increasingly trust their personal communities. Personal networks online serve as
a safety net and social media is shaping up to be a serious contender to the
traditional job agency.
6. Women drive the smartphone market. New figures clearly show that women drive
mass-market smartphone adoption. No less than 97 percent of female smartphone
owners use SMS. A total of 77 percent send and receive photos, 59 percent use
social networking, 24 percent check in at locations and 17 percent redeem
coupons. The figures for men are lower in these areas.
7. Cities become hubs for social creativity. City center dwellers have
significantly more friends online than people in suburban areas. 12 percent of
people that live in cities say that the main reason for using social networks is
to connect and exchange ideas with others, making it the third most common
reason for social networking after staying up-to-date with friends and keeping
8. In-line shopping. A total of 32 percent of smartphone users already shop with
smartphones; they now start to combine in-store and online shopping aspects.
They want to see products, get information and make price comparisons, and make
purchases immediately without having to que up at the cash register.
9. TV goes social. A total of 62 percent of viewers use social forums while
watching video and TV - and 42 percent of those who use social forums or chats
while watching discuss things they currently watch on a weekly basis. Over 30
percent are more likely to pay for content watched in social contexts. The
majority of video and TV consumption on mobile devices takes place in the home.
10. Learning in transformation. Learning is transformed through both internal
and external forces: Young people bring their personal technology experience
into the classroom, driving a bottom-up pressure for change. Simultaneously
governments and institutions look for new ICT solutions in order to be more
efficient. Connectivity changes the outlook for children on a global scale. In
India, around 30 million of 69 million urban children aged 9 to 18 own mobile
NOTES TO EDITORS
Link to "10 hot consumer trends for 2013" report:
Link to infographics: www.ericsson.com/res/docs/2012/consumerlab/10-hot-
Ericsson at Consumer Electronics Show, Las Vegas, January 8-11, 2013
Ericsson booth at Las Vegas Convention Center Central Hall Booth #13638
For one-on-one interviews about this report during CES please contact Ericsson
media relations team at firstname.lastname@example.org
About Ericsson ConsumerLab
Ericsson ConsumerLab gains its knowledge through a global consumer research
program based on interviews with 100,000 individuals each year, in more than 40
countries and 15 megacities - statistically representing the views of 1.1
billion people. Both quantitative and qualitative methods are used, and hundreds
of hours are spent with consumers from different cultures.
All ConsumerLab reports can be found at: www.ericsson.com/consumerlab
Download high-resolution photos and broadcast-quality video at
Ericsson is the world's leading provider of communications technology and
services. We are enabling the Networked Society with efficient real-time
solutions that allow us all to study, work and live our lives more freely, in
sustainable societies around the world.
Our offering comprises services, software and infrastructure within Information
and Communications Technology for telecom operators and other industries. Today
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networks and we support customers' networks servicing more than 2.5 billion
We operate in 180 countries and employ more than 100,000 people. Founded in
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sales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ
OMX, Stockholm and NASDAQ, New York stock exchanges.
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Phone: +46 10 719 69 92
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