Ericsson’s ConsumerLab 10 Hot Consumer Trends report has been released and targets early adopter views and desires up to 2030. The December report covered hybrid shopping experiences in the fictional ‘Everyspace Plaza’ mall.
Physical and digital
As part of the 10 Hot Consumer Trends report, consumers evaluated 15 hybrid shopping mall facilities designed to extend the traditional experience using digital technology. Almost four-in-five respondents believe that all 15 tested concepts will be available in some form by 2030. These ‘bricks-and-portal’ facilities will be enabled by technologies such as Virtual Reality (VR), Augmented Reality (AR) and programmable materials.
Based on comprehensive research, the ConsumerLab 10 Hot Consumer Trends report represents the expectations and predictions of about 57 million early technology adopters globally, according to Ericsson.
New concepts
The concepts surveyed in the report were:
The All-Now Arena: A performance space allowing performers to use telepresence technology to digitally perform as if they were there in person.
The Immersive Beauty Salon: Beauty salons will use volumetric modelling technology to digitally enhance appearances and are expected in malls by seven out of 10 respondents.
The Meta Tailor: More than seven out of 10 AR/VR users foresee a tailor in the mall using fabrics that can switch to become waterproof or provide ventilation when needed.
The Anyverse Pool: Two-thirds of respondents believe there will be swimming pools where you can use an oxygenated VR headset to experience outer space in zero gravity.
The Hybrid Gym: Seven out of ten respondents expect mental fitness centres that have multisensory, personality-tailored AR/VR scenery to help improve mental health.
The Print-a-Wish Multifactory: Over half of respondents wanted to shop sustainably in a factory outlet that recycles their old products.
The Restaurant at the Node of the Universe: Half of respondents wanted to visit restaurants to virtually eat with friends in other restaurants, anywhere in the world.
The Neverending Store: Three-quarters of respondents expect to be able to project their home inside a retail outlet when trying out new products.
The Medical Multiplex Centre: Seventy-seven percent of respondents foresee in-mall medical centres with drop-in AI health scanning that gives near-instant health status updates.
The Nature+ Park: Forty-two percent of respondents want to visit an in-mall park where they can feel closer to nature through digital and programmable materials that provide hybrid experiences.
Drivers of technology
Dr. Michael Björn, Head of Research Agenda, Ericsson Consumer and Industry Lab, and driver of the 10 Hot Consumer Trends report since its inception in 2011, said, “On the one hand it may be difficult to imagine large numbers of consumers with expensive tech gear such as AR glasses, waterproof VR glasses, haptic body suits, tactile gloves and more at massive scale by 2030. Yet, on the other hand, if such equipment could be shared at lower cost it is definitely possible that large numbers of consumers will have it to enhance everyday shopping mall experiences.
“In fact, 35% of surveyed consumers think shopping malls are more likely to feature next-generation technology than homes, compared to just 14% who disagree. Shopping malls have long been high-tech focal points, with many featuring cinemas, game arcades, concert halls, bowling alleys and more. They likely will continue to play that role.”
The 10 Hot Consumer Trends report can be read here.
Ericsson has also recently released reports on 5G pacesetters and innovation in 5G services.
