2018十大热门消费趋势（英文版）_16页

2018 Ericsson Consumer Trends Summary

Core Content

This report presents insights from Ericsson ConsumerLab's seventh-year consumer trends program, highlighting how digital technology is evolving to interact with humans in more direct and intuitive ways. The findings are based on a survey of 5,141 advanced internet users across ten global cities, including Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Sydney, and Tokyo, conducted in October 2017. These users represent an urban early adopter profile, with high usage of new digital technologies such as intelligent voice assistants, virtual reality (VR) headsets, and augmented reality (AR) applications.

The report outlines several key trends that are shaping the future of consumer technology and interaction.

Main Trends and Key Insights

1. Tomorrow, your devices will know you

• Shift in User Interface: Consumers are moving towards more direct interaction with technology, using body language, touch, gestures, and voice rather than traditional buttons and screens.
• Expectation for Personalization: The expectation is that devices will adapt to users rather than the other way around.
• Smartphones and Connectivity: As more devices become connected, the need for reliable connectivity will grow, reducing reliance on smartphones for control.
• 5G and IoT: The rise of 5G and the Internet of Things (IoT) will enable faster and more seamless device interactions, but also require robust infrastructure and interoperability.

2. Your body is the user interface

• Voice Assistants: Over half of intelligent voice assistant users believe that future interactions will involve body language, touch, and gestures.
• Decline of Traditional Input Devices: 81% of users expect keyboards and mice to be obsolete within five years.
• Smart Earphones: 63% of consumers want real-time language translation in earphones, while 52% want to block out family members’ snoring.

3. Social Broadcasting

• One-Sided Communication: Social media is becoming a platform for one-way broadcasting rather than two-way dialogue.
• AI in Social Media: 55% of users think influential groups use social media to broadcast messages, and 55% also believe politicians use it for propaganda.
• AI as a Tool: Half of the users would like AI to help verify the truth of social media content, and 41% would use it to automate email replies.

4. Ads Might Become Too Smart for Their Own Good

• Consumer Attitudes: 40% of consumers do not mind ads if they receive free services, while over a third dislike them.
• AI and Advertising: 42% believe companies will use AI to create more persuasive ads, but 60% also expect AI to help with price comparisons and ad blocking.
• Potential for Overload: Ads using AR and VR could become so realistic that they replace the products they advertise, leading to a shift in consumer behavior.

5. Uncanny Communication

• Human vs. Machine Interaction: 50% of respondents feel uneasy if they can't distinguish between human and machine interactions.
• Privacy Concerns: 40% would be spooked if their smartphone detects their emotional state and reacts to it.
• Facial Recognition Anxiety: One in three consumers would like to wear glasses that prevent facial recognition from identifying them.

6. Work and Leisure in a Robotic Future

• Job Displacement Fear: 20% of students and workers believe robots will take their jobs before retirement.
• Universal Basic Income: 49% are interested in a universal basic income, and 33% think it's acceptable to not have a job if economic stability is maintained.
• Robotic Alter Egos: 40% of respondents would like a robot to work and earn money for them, suggesting a growing acceptance of automation in personal and professional life.

7. Photos as Virtual Rooms

• 3D Photography: 50% of users want a 3D smartphone camera to capture all-around environments.
• AR/VR Integration: 56% of AR/VR users want contact lenses with built-in AR/VR capabilities.
• Virtual Interaction: 55% of AR/VR users would like gloves or shoes to interact with virtual objects.

8. City Streets Are Getting Crowded

• Air Traffic Solutions: 39% believe cities need air road networks for drones and flying vehicles.
• Safety Concerns: 38% are worried about drones falling from the sky.
• Delivery by Drones: 77% expect most online retailers to use drones for faster delivery within five years.

9. The Charged Future

• Smart Battery Technology: 56% of users expect smart battery tech to revolutionize how we power devices.
• Battery Expectations: 71% want long-lasting batteries, and 71% also want ultra-fast charging.
• Electric Vehicles: 63% prefer electric cars, while 33% still prefer traditional fuel-based vehicles.

Conclusion

The report emphasizes the shift from traditional user interfaces to more intuitive, direct forms of interaction. It highlights the growing importance of connectivity, AI, and smart devices in everyday life, while also raising concerns about privacy, emotional responses to machines, and the potential for technology to change the nature of work and leisure. As the pace of technological change accelerates, consumers are increasingly looking for solutions that make technology more accessible, less intrusive, and more aligned with human behavior and needs.