Ericsson ConsumerLab has identified some of the most important consumer trends for 2015 and beyond. Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever. Trends include using wearables for non-verbal communication, robots keeping us company, and the convenience of using things without the hassle of owning them. The insights in the report come from Ericsson ConsumerLab’s global research program, with a special focus this year on smartphone owners aged 15 to 69 in Johannesburg, London, Mexico City, New York, Moscow, San Francisco, Sâo Paulo, Shanghai, Sydney and Tokyo – statistically representing the views of 85 million frequent internet users.

1. 10 HOT
CONSUMER
TRENDS
2015
Ericsson ConsumerLab

2. Rapidly evolving urban consumer attitudes are
transforming our world. With only 5 years to go
until 2020, the future seems closer than ever.
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3. 1. The streamed future
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Base: Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US
Source: Ericsson ConsumerLab TV & Media report, 2014
› Three quarters of
us regularly watch
streamed video
› In 2015 more people will
watch streamed on-demand
video on a weekly basis
than broadcast TV

4. 2. HELPFUL HOMES
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› Our lives are more connected
than ever before, and in the
future our homes will be too
› Around half of consumers
would like home sensors that
alert them to water and
electricity issues, provide
updates about refrigerator
temperature, and deliver
alerts when family members
come and go
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014

5. 3. MIND SHARING
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014
› 40 percent of smartphone owners
would like to use a wearable
device to communicate with
others directly through thoughts
› More than two-thirds believe this
form of communication will be
mainstream by 2020

6. 4. SMART CITIZENS
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› Over 70 percent believe that
traffic volume maps, energy use
comparison apps and real-time
water quality checkers will be
mainstream by 2020
› As citizens’ behavior becomes
smarter, so will the cities
they inhabit
Base: 9,030 iPhone/Android smartphone users in Beijing, Delhi, London,
New York, Paris, Rome, São Paulo, Stockholm and Tokyo
Source: Ericsson ConsumerLab Analytical Platform, September 2014

7. 5. THE SHARING
ECONOMY
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014
› Half of all smartphone
owners are open to the
idea of renting out their
personal appliances,
spare rooms and leisure
equipment, as it is
convenient and
saves money

8. 6. THE DIGITAL PURSE
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› 48 percent would prefer to
use their phone to pay for
goods and services
› 80 percent believe that the
smartphone will replace their
entire wallet or purse by 2020
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014

9. 7. MY INFORMATION
› 47 percent would like to be
able to pay electronically
without the automatic and
unavoidable transfer of
personal information
› 56 percent of smartphone
owners would also like
all email, chat and other
internet communication
to be encrypted
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014

10. 8. LONGER LIFE
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› Wearable technology is no longer
just a novelty – it will provide
significant health benefits
› Consumers believe that
cloud-based services such as
jogging apps, pulse meters and
plates that measure food will help
to prolong our lives by up to two
years per application
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014
YEARS
+0.5
+1.8
+1.9
YEARS

11. 9. DOMESTIC ROBOTS
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Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014
› 64 percent of consumers think
a range of domestic robots that
could help with everyday chores
such as laundry and cooking
will be common in households
by 2020
› Robots could also help out
with tasks beyond the purely
functional. More than a third
say that a robot could keep
them company

12. 10. CHILDREN CONNECT
EVERYTHING
› For younger generations, the
internet is integral to the world
we live in
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› 46 percent of smartphone owners
say that those who are exposed
to tablets as babies will expect all
objects to be connected when
they are older
Base: 5,024 iPhone/Android smartphone users in Johannesburg, London, Mexico City,
Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, Tokyo
Source: Ericsson ConsumerLab Analytical Platform, October 2014

13. 10 hot consumer trends
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