爱立信-2018年十大热门消费趋势（英文）-2017.12-16页

2018 Ericsson Consumer Trends Summary

Core Content

Ericsson's 2018 Consumer Trends report highlights key shifts in how consumers interact with technology, emphasizing a move toward more intuitive and direct communication with digital devices. The findings are based on a survey of 5,141 advanced internet users across ten global cities, representing a small but influential segment of the consumer population.

The report outlines ten major consumer trends, with a focus on the evolving relationship between humans and technology, particularly in the context of the Internet of Things (IoT), 5G connectivity, and the increasing integration of AI and augmented reality (AR) into daily life.

Main Trends and Key Insights

1. Tomorrow, Your Devices Will Know You

• Trend: Consumers are moving toward a future where devices interact with them in a more human-like way.
• Key Insight: The current reliance on complex user interfaces will give way to direct interaction through body language, gestures, and voice.
• Concern: If this shift is not managed well, consumers may become reluctant to adopt new technologies due to the difficulty of learning and relearning.

2. Your Body is the User Interface

• Trend: Voice assistants and other AI-driven technologies are changing how people interact with tech.
• Key Insight: 81% of intelligent voice assistant users believe traditional input devices like keyboards and mice will be obsolete in 5 years.
• Impact: This shift could reduce the need for remote control apps and change the way we engage with technology.

3. Eternal Newbies

• Trend: The rapid pace of technological change is making it difficult for consumers to keep up.
• Key Insight: 30% of respondents feel like total beginners even with everyday tech, while 46% believe the internet allows them to learn and forget skills more quickly.
• Opportunity: Technology could accelerate learning, but it may also create a continuous cycle of relearning.

4. Social Broadcasting

• Trend: Social media is shifting from two-way communication to one-sided broadcasting.
• Key Insight: 55% of respondents believe influential groups use social media to broadcast messages, and 55% expect AI to help verify the truth of social media content.
• Challenge: Consumers are becoming fatigued with constant requests to engage and may prefer automated responses over real dialogue.

5. Intelligent Ads

• Trend: Advertising is becoming more personalized and interactive, with AI playing a key role.
• Key Insight: 42% of consumers think companies will use AI for intelligent advertising, while 60% want AI to help with ad blocking and price comparisons.
• Concern: Ads using AR and VR could become so realistic that they replace the products they advertise, potentially undermining consumer intent.

6. Uncanny Communication

• Trend: Consumers are becoming wary of technology that mimics human communication too closely.
• Key Insight: 50% of respondents are spooked by the inability to distinguish between human and machine interaction.
• Implication: This could affect the adoption of AI-driven customer service and other automated systems.

7. Leisure Society

• Trend: As automation takes over work, leisure and personal fulfillment are becoming more important.
• Key Insight: 40% of consumers want a robot that works for them, freeing up their leisure time.
• Opportunity: Hobbies and leisure activities may become new sources of income, leading to a more integrated work-leisure lifestyle.

8. Your Photo is a Room

• Trend: Photos are evolving from static images to immersive experiences.
• Key Insight: 75% of consumers believe they will use VR to explore smartphone photos in five years.
• Future Tech: Demand for 3D smartphone cameras and AR-enabled contact lenses is growing, with 56% of AR/VR users interested in such features.

9. Streets in the Air

• Trend: Urban areas are becoming increasingly crowded, prompting interest in aerial transportation.
• Key Insight: 39% of consumers think their city needs a drone road network, while 38% worry about drones falling from the sky.
• Concern: Air corridors and safety measures will be necessary for the integration of drones into urban life.

10. The Charged Future

• Trend: Battery technology is expected to evolve significantly, reducing the need for frequent charging.
• Key Insight: Over 80% of consumers believe long-lasting batteries will be mainstream in five years.
• Expectation: 56% of advanced internet users expect smart battery tech to change how we power devices from phones to cars.

Methodology

• Data Source: Survey of 5,141 advanced internet users in ten major cities.
• Scope: The sample represents a small fraction of the global population but includes early adopters of new technologies.
• Research Approach: Combines quantitative and qualitative methods, including interviews with 100,000 individuals annually across 40 countries.
• Global Representation: The insights are statistically representative of 1.1 billion people.

Conclusion

The 2018 Ericsson Consumer Trends report underscores a future where technology becomes more intuitive, personalized, and integrated into daily life. Consumers are increasingly expecting direct interaction with devices, greater control over their digital experiences, and a shift in how they perceive and use technology for both work and leisure. As 5G and IoT continue to develop, the focus will shift from managing devices to allowing them to understand and respond to us in a more natural way.