The year 2013 will be the year of
social and staying connected.
Ericsson ConsumerLab has identified the
hottest consumer trends for 2013 and beyond with its extensive research survey.
Carried out for more than 15 years, the study focused on people’s values,
behavior and their ways of using ICT products and services. Here are the 10
hottest consumer trends it has found out as a result:
1.
Cloud reliance reshapes device needs As a customer who uses tablets or smartphones, we know the benefits
of having access to all forms of online services. It can be from Facebook,
email, games and even photos. However, traditional users of mobile phones are
more prone to use specific devices for certain services and functions. The
desktop PC is preferred for internet banking, while the phone is used for
messaging as much as game consoles are for games, the iPod is for music and the
notebook is specifically for email and browsing. As tablet and smartphone usage
increases, users start to appreciate the simplicity and convenience of having
the same apps and data seamlessly available through the cloud on multiple devices.
Traditional
users of mobile phones are more prone to use specific devices for certain
services and functions
2.
Computing for a scattered mind Instead of sitting at a work desk and completing various tasks,
there has been a shift in favor of computing paradigm, where things are handled
on the spur of the moment and with one hand. The PC at the work desk becomes
the tablet on the living room table, which is used while one watches TV or in
the kitchen, where it can be picked up during a breakfast discussion with the
family. Additionally, there are also users who prefer owning a smartphone over
a notebook. According to Afrizal Abdul Rahim, Regional Head of Consumer Lab,
Southeast Asia and Oceania, Ericsson Malaysia, he notes that this trend is
already happening in Malaysia. Based on a Q1 2012 survey, the purchase rate for
tablets is higher than PCs among Malaysian consumers (38% vs. 12%). The same
could be said of smartphones versus notebooks.
3.
Bring your own broadband to work Furthermore, it is increasingly possible to remain in contact with
one’s personal network all day. To remain in the loop, people bring their own
smartphones with their favorite apps, cloud services and personal subscriptions
when they go to work. “The study we did shows that seven out of 10 Malaysians
using smartphone are from the working class,” Afrizal reveals. It is a common
trend for many to use their own data plans subscriptions at work as many use
their personal smartphones to send emails, plan business trips, find locations
and do everything else in between.
It
is increasingly possible to remain in contact with one’s personal network all
day
4.
City-dwellers become relentlessly mobile By persistently accessing the internet at all times, consumers are
now an unstoppable force in cyberspace, which makes the internet a truly mobile
access platform. This means the mobile network coverage has now become
essential. Total smartphone subscriptions will reach 1.1 billion by end of 2012
and according to Ericsson’s Mobility Report this number is expected to grow to
3.3 billion by 2018. There will be no turning back to the fixed internet of
old. Also, smartphone apps are based primarily on mobility and their ever
growing popularity is transforming the way we use the internet.
5.
Personal social security networks As a result of economic turbulence, trust in traditional structures
and authorities are decreasing, as consumers increasingly place their faith in
personal networks and communities. In fact, online tools provide individuals
the opportunity to create personal spheres that serve a cause or act as a
safety net. Even now, social media is shaping up to be a serious contender for
traditional job agencies. Many are also using online networks to pool money as
web based resource gatherings have also become more common, thanks to
crowd-funding and collective cooperation. Additionally, online tools also give
individuals the opportunity to build different personal spheres and networks
that serve a cause or can be used as a safety net in case of emergency.
Consumers
increasingly place their faith in personal networks and communities
6.
Women drive the smartphone market For quite a while now, women have been heavy users of mobile phones.
This trend continues to grow on a global scale, as the study reveals that
female smartphone users are more active than men. In fact, it has been reported
that women are prone to use more social networking tools, send and receive
photos, use apps to check in at physical locations, as well as redeem purchase
coupons. Afrizal believes that by integrating basic communications and daily
activities with their mobile devices, “Women are expected to contribute in the
uptake of smartphone usage.”
7.
Cities become hubs for social creativity People in city centers spend twice as much time with friends as
compared to the rural area folk. As a possible by-product, they also love to
stay online and be constantly connected to social networks. It’s not all about
catching up with friends and family as some connect to the web and exchange
various ideas with others within the cyber community. It also turns cities into
hubs for the socially networked creative minds. Hence, when thinking about how
to increase city dweller satisfaction through the socio-economic aspects, the
ability to better facilitate the creative exchange of ideas on social networks
will become very important.
People
in city centers spend twice as much time with friends as compared to the rural
area folk
8.
In-line shopping
This concept has rapidly emerged as a result of consumers desiring to combine
the best aspects of in-store browsing and online shopping. Shoppers want to be
able to see, touch and try products, make price comparisons and access extended
product information without having to wait in line to make a purchase. Retailers,
on the other hand, will benefit from understanding consumers’ desire to shop
whenever the mood hits them. Such trends would eventually educate business
owners with the ability to combine the benefits of in-store and online shopping
for their operations to provide the best of both worlds to their customers.
9.
TV goes social
Watching different kinds of video content has always been a social activity.
“In fact, consumers are now using social media while watching TV. Our study
reveals that four out of 10 viewers discuss the things they are currently
watching in social media on a weekly basis,” Afrizal explains. The availability
of different, easy-to-use mobile devices enable this growing behavior. The
inclusion of such social behaviors enhances the overall TV and video
experience, making it more worthwhile as an immersive engagement.
Watching
different kinds of video content has always been a social activity
10. Learning in transformation A significant
number of young people today live in an interactive culture that is
characterized by unlimited access to information and content that can be
accessed anytime, anywhere. As such, learning is completely transformed through
both internal and external forces: young people to bring their personal
technology experience into the classroom, driving a bottom-up pressure for
change. Simultaneously, governments and institutions are now on the lookout for
new ICT solutions that can help them be more efficient. This cultural paradigm
shift is now impacting educational institutions and the entire learning process
itself.
