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Ericsson: 10 hot consumer trends for 2013

Dec 13 2012 12:00AM



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.

8. In-line shopping. A total of 32 percent of smartphone users already shopwithsmartphones; they now start to combine in-store and online shoppingaspects.They want to see products, get information and make price comparisons, andmakepurchases immediately without having to que up at the cash register.

9. TV goes social. A total of 62 percent of viewers use social forums whilewatching video and TV - and 42 percent of those who use social forums orchatswhile watching discuss things they currently watch on a weekly basis. Over30percent are more likely to pay for content watched in social contexts. Themajority of video and TV consumption on mobile devices takes place in thehome.

10. Learning in transformation. Learning is transformed through bothinternaland external forces: Young people bring their personal technologyexperienceinto the classroom, driving a bottom-up pressure for change. Simultaneouslygovernments and institutions look for new ICT solutions in order to be moreefficient. Connectivity changes the outlook for children on a global scale.InIndia, around 30 million of 69 million urban children aged 9 to 18 ownmobilephones.


Link to "10 hot consumer trends for 2013" report:

Link to infographics:

Ericsson at Consumer Electronics Show, Las Vegas, January 8-11, 2013

Ericsson booth at Las Vegas Convention Center Central Hall Booth #13638For one-on-one interviews about this report during CES please contactEricssonmedia relations team at

About Ericsson ConsumerLab

Ericsson ConsumerLab gains its knowledge through a global consumer researchprogram based on interviews with 100,000 individuals each year, in morethan 40countries and 15 megacities - statistically representing the views of 1.1billion people. Both quantitative and qualitative methods are used, andhundredsof hours are spent with consumers from different cultures.

All ConsumerLab reports can be found at:

Download high-resolution photos and broadcast-quality video

Ericsson is the world's leading provider of communications technology andservices. We are enabling the Networked Society with efficient real-timesolutions that allow us all to study, work and live our lives more freely,insustainable societies around the world.

Our offering comprises services, software and infrastructure withinInformationand Communications Technology for telecom operators and other industries.Todaymore than 40 percent of the world's mobile traffic goes through Ericssonnetworks and we support customers' networks servicing more than 2.5 billionsubscribers.

We operate in 180 countries and employ more than 100,000 people. Founded in1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company'snetsales were SEK 226.9 billion (USD 35.0 billion). Ericsson is listed onNASDAQOMX, Stockholm and NASDAQ, New York stock exchanges.




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(ii) they are solely responsible for the content, accuracy and originality of the information contained therein.

Source: Ericsson via Thomson Reuters ONE



Ericsson Corporate Public & Media Relations
Phone: +46 10 719 69 92
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Phone: +46 10 719 00 00
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Source: Marketwire

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