As 2011 drew to a close, Ericsson ConsumerLab identified the hottest consumer trends for 2012 and beyond. Some of the highlights included that connectivity has become as essential as roads and electricity, that social media are redefining news reporting, and that anyone can now be a service provider.
Once they have been connected, the internet is one of the last things that consumers would be willing to give up if they had to reduce their expenses, according to ConsumerLab’s findings.
For more than 15 years, ConsumerLab has been conducting research into people’s values, behaviors and ways of thinking about ICT products and services. Ericsson’s global research program is based on annual interviews with 100,000 individuals in more than 40 countries and more than 10 megacities.
Michael Björn, Head of Research at ConsumerLab, says: "Consumers have taken to smartphone apps like fish to water. Touch and direct access via icons hide the complexity of internet services, and people are now willing to explore many new areas of everyday life – anything from recipes to receipts – that benefit from connectivity. We just concluded a study in emerging markets, and found that even first-time mobile-phone users very quickly become internet users. Connectivity is becoming an increasing part of their daily activities."
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Ericsson ConsumerLab is a knowledge-based organization, our main offering is insight. We have more than 15 years’ experience in consumer research, which involves studying people's values and behaviors, including the way they act and think about ICT products and services. We provide consumer insight to influence strategy, marketing and product management within the Ericsson Group. Our knowledge helps operators develop attractive revenue-generating services.
We gain our knowledge through a global research program based on annual interviews with 100,000 individuals in more than 40 countries and more than 10 megacities – statistically representing the views of 1.1 billion people. We use both quantitative and qualitative research, and spend hundreds of hours on in-depth interviews and focus groups with consumers from different cultures. Our research includes general market and consumer trends and in-depth insights into specific areas.
To be close to the market and consumers, Ericsson ConsumerLab has team members in most of Ericsson’s market regions. Being part of the Ericsson Group gives us a thorough understanding of the ICT market and business models. This broad knowledge is unique and is the basis for our credibility and integrity. We see the big picture, understand where the individual fits in, and know what this means for future trends and services.
Cities involved in the latest research: Beijing, Berlin, Cairo, Hong Kong, Johannesburg, London, Moscow, Mumbai, New York, Paris, São Paulo, Seoul, Shanghai, Stockholm, Tokyo.
Regions/Markets involved in the latest research: Argentina, Australia, Benin, Brazil, Cameroon, Canada, Chile, China, Hong Kong, Taiwan , Colombia, Costa Rica, Czech Republic, Egypt, France, Germany, Ghana, Guatemala, India, Indonesia, Italy, Japan, Kenya, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Pakistan, Philippines, Poland, Russia, Saudi Arabia, Senegal, Singapore, South Africa, South Korea, Spain, Sweden, Tanzania, Thailand, Turkey, UAE, Uganda, UK, Ukraine, USA and Vietnam.
Ericsson is the world’s leading provider of technology and services to telecom operators. Ericsson is the leader in 2G, 3G and 4G mobile technologies, and provides support for networks with over 2 billion subscribers and has the leading position in managed services. The company’s portfolio comprises mobile and fixed network infrastructure, telecom services, software, broadband and multimedia solutions for operators, enterprises and the media industry. The Sony Ericsson and ST-Ericsson joint ventures provide consumers with feature-rich personal mobile devices.
Ericsson is advancing its vision of being the “prime driver in an all-communicating world” through innovation, technology, and sustainable business solutions. Working in 180 countries, more than 80,000 employees generated revenue of SEK 206.5 billion (USD 27.1 billion) in 2009. Founded in 1876 with the headquarters in Stockholm, Sweden, Ericsson is listed on NASDAQ OMX, Stockholm and NASDAQ New York.