2018十大消费者趋势（英文版）_16页

2018 Ericsson Consumer Trends Summary

Core Content

This report outlines key consumer trends and insights from Ericsson ConsumerLab's research, focusing on the evolving relationship between humans and technology. It is based on a survey of 5,141 advanced internet users in major global cities, including Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, and Tokyo, conducted in October 2017. These users are characterized by their early adoption of digital technologies such as intelligent voice assistants, virtual reality (VR) headsets, and augmented reality (AR) applications.

Main Trends and Insights

1. Tomorrow, Your Devices Will Know You

• Consumers are shifting towards more intuitive, direct interaction with technology, using body language, gestures, touch, and voice rather than traditional interfaces like smartphones or remote controls.
• The current generation of "flat" user interfaces is becoming outdated due to slow navigation and lack of intuitiveness.
• With the advent of 5G and the Internet of Things (IoT), connectivity will become ubiquitous, requiring devices to respond intuitively and quickly.
• Key Insight: The future of technology will be about devices understanding and adapting to users, not the other way around.

2. Your Body is the User Interface

• A growing number of consumers expect technology to interact with them in a more human-like way, using body language and gestures.
• More than half of intelligent voice assistant users believe that we will use body language, intonation, touch, and gestures to interact with technology just like we do with people.
• Earphones are evolving beyond simple audio devices to become more interactive, with features such as real-time language translation and noise blocking.
• 63% of consumers would like earphones that can translate languages in real time.
• 52% want earphones that can block out the sound of snoring family members.
• 81% believe wireless-charging earphones will be mainstream in five years.

3. Social Broadcasting

• Social media is shifting from two-way communication to one-sided broadcasting, driven by influencers and politicians using AI and automation to spread messages.
• 55% of advanced internet users believe influential groups use social networks to broadcast their own messages.
• 55% also think politicians use social media to spread propaganda.
• Consumers are increasingly turning to AI to verify the truth of information on social platforms.
• Half of respondents believe AI could be used to check the accuracy of facts and messages on social networks.

4. Ads Might Become Too Smart for Their Own Good

• Consumers have a mixed relationship with advertising, with 40% accepting ads if they provide free services.
• 6 out of 10 want to use AI to block online ads.
• 42% think companies will use AI to create highly personalized ads.
• However, 6 out of 10 also expect AI to help with price comparisons and supplier selection.
• 57% of intelligent voice assistant users would like AI to assist with everyday shopping.
• There is concern that ads using AR and VR could become so realistic that they replace the products they advertise.

5. Machines That Mimic Human Communication Can Make Us Feel Awkward

• As AI becomes more human-like, consumers may feel uneasy about interacting with machines that mimic human communication.
• 50% of respondents say they would be spooked if they couldn't distinguish between human and machine.
• One in three would avoid contacting companies that use intelligent robots for customer service.
• 40% feel uncomfortable if their smartphone detects their emotions and responds accordingly.
• Some consumers would like to wear glasses that prevent facial recognition or surveillance cameras from identifying them.

6. Creating the Freedom to Engage in Leisure May Be More Important Than the Need to Preserve Work

• One in five students and working people believe robots will take their jobs before they retire.
• 32% of respondents do not think they need a job to find meaning in life.
• 40% would like a robot alter ego that works and earns money for them.
• One in three would like everything handled by intelligent robots, giving them more leisure time.
• Almost a quarter even see a future where robots take control of everything.

7. City Streets Are Getting So Crowded That Citizens Are Looking to the Skies for Relief

• Urbanization is causing overcrowding, leading to interest in aerial transport and delivery.
• 39% think their city needs a road network in the air for drones and flying vehicles.
• 38% worry about the risk of drones falling on them.
• 77% believe most online retailers will use drones to minimize delivery times within five years.
• 55% of AR/VR users would like an AR app to visualize air corridors for drones.

8. The Charged Future

• As the world becomes more connected, the need for reliable power sources will increase.
• 48% of consumers rate electricity as the most popular energy source.
• 56% of advanced internet users expect smart battery technology to revolutionize how we power devices.
• 71% want long-lasting batteries that don’t require frequent charging.
• 81% believe fast-charging batteries will be mainstream in five years.
• One in two think wireless charging via radio signals will be common in three years.
• 63% prefer electric cars over fuel-powered ones, but one in three still believe fuel cars will not be easily replaced.

Key Takeaways

• Technology is becoming more intuitive and direct, moving away from traditional interfaces.
• 5G and IoT will enable seamless, real-time interactions between devices and users.
• AI and automation are changing the way we interact with technology, including social media and advertising.
• Consumer trust in personal and societal technologies is still developing, especially with AI and facial recognition.
• The future of work and leisure is intertwined, with many looking forward to a world where robots assist with tasks and free up personal time.
• Urban challenges are driving demand for new forms of transport and delivery, including drones and flying vehicles.
• Battery and power innovation will be crucial for supporting the hyper-connected lifestyle of the future.

Conclusion

Ericsson ConsumerLab highlights the transformative impact of technology on daily life, emphasizing the need for intuitive interfaces, AI-driven interactions, and new ways to manage connectivity and power in a rapidly evolving digital world. The report serves as a guide for understanding the expectations and concerns of consumers in the context of emerging technologies and their integration into everyday life.