Ericsson ConsumerLab explores how the increasing use of the internet and mobile apps is changing user behavior. The usage gap between the early adopter group, Netizens and the early followers group decides the pace of change for an activity; the wider the gap, the longer it takes for changed behavior to become mainstream.

1. NETWORKED
ConsumptionInternet and mobile applications transform
consumption behavior of consumers
Netizens: Early adopter group with more than
an hour of active internet usage and uses at least
seven digital services in a day.
Networkers: Early follower group which closely
follows netizens in online consumption activities.
Market adoption can now be described
based on how much time consumers spend
on internet and how many services they use.
How many use
internet every
other time for
these activites?
30%
38%
41%
51%
52%
52%
50%
48%
54%
58%
How many report
an increase in
app usage for
these activities
in the last year?
Calls
Education & Learning
Entertainment
Product Research
Message
Mobile app uptake is faster than the
overall switch to do activities on internet
With a narrow use gap between groups, internet travel
services become mainstream faster than internet calls
50% market adoption
Calls
© Ericsson AB 2016: Source: Ericsson ConsumerLab, Networked Consumption
www.ericsson.com/consumerlab
Healthcare Entertainment Travel
Netizens Networkers
Appification drives the
consumption of activities
Crossing the chasm