Reflections on 10 hot consumer trends 2016, Ericsson ConsumerLab

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Transcript of Reflections on 10 hot consumer trends 2016, Ericsson ConsumerLab

  • May 2016

    A collection of posts from the Ericsson Networked Society Blog

    Reflections on 10 hot consumer trends 2016




    1. THE LIFESTYLE NETWORK EFFECT 4Consumers drive global dominance or new ecosystems? Michael Bjrn

    2. STREAMING NATIVES 6Born to stream growing up in the YouTube age Rebecka Cedering ngstrm

    3. AI ENDS THE SCREEN AGE 8The smartphone is dead. Long live the smartphone! Michael Bjrn

    4. VIRTUAL GETS REAL 9The killer app for virtual reality: shopping! Michael Bjrn

    5. SENSING HOMES 10Today, my home dumbed down Michael Bjrn

    6. SMART COMMUTERS 11I am the smart commuter Rebecka Cedering ngstrm

    7. EMERGENCY CHAT 12Is society ready to be networked for emergencies? Michael Bjrn

    8. INTERNABLES 14Internalizing wearables Michael Bjrn

    9. EVERYTHING GETS HACKED 15Everything didnt actually get hacked yet Michael Bjrn

    10. NETIZEN JOURNALISTS 16Avoid or engage? Rebecka Cedering ngstrm


    > Head of Research at Ericsson ConsumerLab

    > Adjunct professor at the Lund University School of Economics and Business Management

    > Ph.D. in data modeling from the University of Tsukuba in Japan

    As part of his work in studying global consumer trends and the process of assimilation of ICT into everyday life, Michael has been driving Ericsson ConsumerLabs annual 10 Hot Consumer Trends reports since 2011.

    Throughout his career, Michael has also maintained a focus on writing which, among other things, has resulted in academic papers, a book on situational marketing and two novels. He is currently a regular contributor to Tokyo-based monthly music magazine Strange Days as well as Ericssons Networked Society Blog.


    > Senior Advisor at Ericsson ConsumerLab

    > MSc Industrial Design, Lule University of Technology

    Rebecka is responsible for conducting international consumer research, and has worked extensively with increasingly important topics such as privacy and security. She has been working with 10 Hot Consumer Trends since 2013.

    Coming from a background in product development, it has always been natural for Rebecka to work from a consumer perspective and investigate how emerging behaviors influence societies.

    She is the author of several ConsumerLab reports and a writer for the Ericsson Networked Society Blog. She has been an invited speaker in multiple forums such as global media events, industry conferences and numerous customer meetings.



  • Voice of the consumerEricsson ConsumerLab has more than 20 years experience studying peoples behaviors and values, including the way they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and consumer trends.

    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 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. To be close to the market and consumers, Ericsson ConsumerLab has representatives in all regions where Ericsson is present, developing a thorough global understanding of the ICT market and business models.

    All our reports can be found at:

    Can consumer research predict the future as well as monkeys?

    The common view is that consumers have no idea what the future holds, and for this reason, future-focused consumer research is meaningless. The average consumer has no insight into these matters so the story goes. But in reality, none of us has a clue about the future; in fact, experts are often more clueless than anybody else.

    The most well-known example of course, is the reference to monkeys vs. stock market experts, which proves that monkeys have a tendency to come out as winners on a regular basis.

    So, maybe you should be listening to consumer research it may pinpoint some uncomfortable truths that experts in your industry fail to see!

    Our report, 10 Hot Consumer Trends 2016 makes some rather bold statements, and despite our confidence in their validity, we have been taken aback by the speed at which some of these trends have already manifested.

    Excitingly, the predictions made in our consumer trends research have a track record for becoming true. As an example, we introduced the Lifestyle Network Effect, where consumers seek out the most used services in order to utilize the intelligence of large crowds. Today, there is much debate about some platforms having more than a billion users.

    We focused on the consumer readiness for smartphone evolution with the AI Ends The Screen Age trend, which has turned into quite a news piece in its own right.

    In addition, we also talked about Sensing Homes, since we noticed that many consumers do not necessarily perceive smart home solutions as accessible or easy to use. Now, we already see news about consumers losing interest in the traditional approach to smart homes.

    However, trends are not really about predictions, as such. Whether they are proven right or wrong may not even be particularly fundamental. What is crucial is that they focus on important discussions currently taking place that could contribute to shaping our future.

    In a similar vein to those last year, we have blogged about what we saw on the Ericsson Networked Society Blog. Here, we have collected some of those blogs in order for you to get another perspective and our personal opinions about these trends. We want to continue the discussion and we hope you do too!


  • Consumers drive global dominance or new ecosystems?

    Do you use crowd intelligence in everyday life? Maybe you have not thought about your behavior in this way, but our research at Ericsson ConsumerLab shows that in fact you probably do.

    The sharing economy is booming and, of the people we studied, one in three is already involved in some part of it. A third is using multiple instant messaging platforms. Almost half use multiple social networks. All of these are examples of consumers actively using crowd intelligence.

    A social network with many people means high potential for good advice; the same goes for instant messaging. A sharing economy with many participants means lots of offers and even more user reviews. When many participate, you stand to benefit from their experiences. A lot. Research for Ericsson ConsumerLabs 10 Hot Consumer Trends 2016 shows that 4 out of 5 now actively seek the most used services in order to benefit from the intelligence of really big crowds, and we call this trend the Lifestyle Network Effect.

    But is it only a good thing?

    Our research in this case covered 24 countries and was representative of over 1 billion consumers. And that number is relevant 1 billion is the new baseline. As crowd intelligence improves with more participants, consumers increasingly flock to the most popular services. A handful of brands have billions of users; others, rather fewer.

    Google already has seven products with a billion users, and Apple recently scrambled to show that 1 billion people use Apple devices.

    WhatsApp also has a billion users. And parent company Facebooks own billion is even more impressive, given that this billion logs in every day. No other social network has a billion user reach, not even Tencents QQ in China. In fact, the only other member of the overall billion users club is Microsoft (for both Windows and Microsoft Office). In that light, Mark Zuckerberg wanting to have 5 billion users by 2030 almost seems logical. Never mind that it is far more people than even have internet access today, or even more than the current world population aged 15-64.

    But what will this dominance mean in a world where everything is becoming networked at an increasing pace, and lifestyle network effects blow like tornadoes through all industries? When cars get connected, passengers will want to benefit from collective experiences in order to have safer and more pleasant journeys. When using connected power grids, who wouldnt want some extra intelligence to save both money and the environment? Wellness is crowd-optimizing your habits via smartphones, fitness trackers and other wearables; and although similar effects may be slower to spread to healthcare, it is probably just a matter of time.

    One extreme view of the future could be of the billion users club members playing a global Monopoly board game.

    1. The Lifestyle Network Effect

    When cars get connected, passengers will want to benefit from collective experiences in order to