STOCKHOLM, SWEDEN -- (Marketwire) -- 12/13/12 --
* Ericsson ConsumerLab has identified some of the most important consumer trends for the coming year
* The cloud reshaping consumer needs and women driving the smartphonemarket are some of the important trends
* Young people's behavior changes society and the internet gets put tonew use in times of economic uncertainty
As 2012 draws to a close, Ericsson ConsumerLab has identified the hottestconsumer trends for 2013 and beyond. For more than 15 years, ConsumerLabhasconducted research into people's values, behavior and ways of using ICTproductsand services.
Michael Björn, Head of Research at ConsumerLab, says: "Our globalresearchprogram is based on annual interviews with over 100,000 individuals in morethan40 countries and 15 megacities. Over the years we have amassed a hugedatabaseof consumer trend data - and we see that the pace of change is currentlymorerapid than ever"
Here are the 10 hottest consumer trends:
1. Cloud reliance reshapes device needs. More than 50 percent of tabletusersand well above 40 percent of smartphone users in USA, Japan, Australia andSweden appreciate the improved simplicity of having the same apps and dataseamlessly available through the cloud on multiple devices.
2. Computing for a scattered mind. From desktops, files and folders to flatsurfaces, apps and cloud services, consumers are increasingly turning theirbacks on a computing paradigm for the focused mind. Tasks are handled atthespur of the moment - as we stand in a shopping line or talk to someone at acafé. Purchase intent is higher for tablets compared to desktop PCs,and forsmartphones compared to laptops.
3. Bring your own broadband to work. A total of 57 percent of smartphoneusersuse their personal smartphone subscriptions at work. Personal smartphonesareincreasingly being used for work, to send emails, plan business trips, findlocations and more.
4. City-dwellers go relentlessly mobile. By relentlessly accessing theinternetalways and everywhere, consumers are now an unstoppable force makinginternettruly mobile. Total smartphone subscriptions will reach 3.3 billion by 2018andmobile network coverage is one of the most important drivers ofsatisfaction forcity life.
5. Personal social security networks. As a result of economic turbulence,trustin traditional structures and authorities is decreasing and consumersincreasingly trust their personal communities. Personal networks onlineserve asa safety net and social media is shaping up to be a serious contender tothetraditional job agency.
6. Women drive the smartphone market. New figures clearly show that womendrivemass-market smartphone adoption. No less than 97 percent of femalesmartphoneowners use SMS. A total of 77 percent send and receive photos, 59 percentusesocial networking, 24 percent check in at locations and 17 percent redeemcoupons. The figures for men are lower in these areas.
7. Cities become hubs for social creativity. City center dwellers havesignificantly more friends online than people in suburban areas. 12 percentofpeople that live in cities say that the main reason for using socialnetworks isto connect and exchange ideas with others, making it the third most commonreason for social networking after staying up-to-date with friends andkeepingthem updated.
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