2013 consumer trends by Ericsson

AS 2013 doors open, Ericsson ConsumerLab has identified the consumer trends for the year to watch and beyond, with Women topping the drive for smartphone markets. DigitalSENSE Business News gathered that for over 15 years, ConsumerLab has conducted research into people’s values, behavior and ways of using Information and Communication Technology (ICT) products and services.

Head, Research at ConsumerLab, Mr. Michael Björn 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 consumer trends to watch in 2013:

1. Women drive smartphone market. New figures clearly show that women drive mass market smartphone adoption. 97 per cent of female smartphone owners use Short Messaging Service (SMS). 77 per cent send/receive photos, 59 per cent use social networking, 24 per cent check in at locations and 17 per cent redeem coupons. Men are lower in these areas.

2. 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.

3. 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. Task 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.

4. Bring your own broadband to work. 57 percent of smartphone users use their personal smartphone subscriptions at work. In order to remain in the loop, people bring their own smartphones with their personal smartphone subscriptions to work. Personal smartphones are increasingly being used for work, to send emails, plan business trips, find locations and more.

5. 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 city life.

6. 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.

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 them updated.

8. In-line shopping. 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 get purchases immediately without having to que up at the cash register.

9. TV goes social. 62 per cent use social media while watching video and TV - and 42 per cent of this subgroup discuss things they currently watch on a weekly basis. Over 30 per cent 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 phones.

Remmy Nweke/DSBNews 
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