The Everyspace Plaza: Ericsson ConsumerLab lists 10 customer trends

On Wednesday, Ericsson ConsumerLab published its latest Ericsson Ten Hot Consumer Trends report. The report features a list of enhanced shopping and buying experiences, using connectivity-enabled technology and integrating it into real physical environments. According to Ericsson, the applications will become a common element of everyday life in 2030.

Ericsson ConsumerLab Trends Report

In a statement, Ericsson said that it had published the 11th edition of the report. In line with recent Ten Hot Consumer Trends reports, it targets early adopter consumers’ views on a 2030 timeline. The current report covered a number of hybrid shopping experiences in a fictional ‘Everyspace Plaza’ mall.

Before the report, Ericsson asked its customers to evaluate 15 hybrid shopping mall facilities that extend the physical consumer experience. Almost 75% of the respondents thought that by 2030, they could see all 15 tested concepts in use. Technologies such as VR, AR, and programmable materials will enable such ‘bricks-and-portal’ facilities. The ConsumerLab 10 Hot Consumer Trends report represents the expectations and predictions of about 57 million early technology adopters globally.

Dr. Michael Björn, Head of Research Agenda, Ericsson Consumer & IndustryLab, said, "on 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 a massive scale by 2030. Yet, on the other hand, if such equipment could be shared at a lower cost it is definitely possible that large numbers of consumers will have it to enhance everyday shopping mall experiences".

Björn added that the report also highlighted consumer belief that hybrid malls could contribute to local life. He further added, "if anything, the future might be increasingly localized, with 32 percent of respondents agreeing that high-tech shopping malls will make moving to small towns and rural areas more feasible and attractive".

The Trends in the Ericsson Report

The enhanced experiences, published in the report, are:

1. The All-Now Arena: Nearly eight out of 10 consumers envisage event halls where telepresence technology allows artists to digitally perform as if they were there in person.
2. The Immersive Beauty Salon: Skipping the knife and needle is an attractive beauty option for many. According to the report, 70% of customers expect beauty salons that use volumetric modeling technology to digitally enhance the looks, present in malls around the world.
3. The Meta Tailor: Fast fashion tailored just for you – and your avatar. 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.
4. The Anyverse Pool: Many imagine the exploration of impossible worlds. According to the report, two-thirds of customers believed that they will get to see swimming pools where one can use an oxygenated VR headset to experience outer space in zero gravity.
5. The Hybrid Gym: Seven out of ten consumers expect mental fitness centers that have multisensory, personality-tailored AR/VR scenery to help improve mental health.
6. The Print-a-Wish Multifactory: On-demand repair and production are the future. Over half of consumers want to shop sustainably in a factory outlet that recycles their old products.
7. The Restaurant at the Node of the Universe: A distraction-free, virtual company is preferable for many people. 50% of consumers want to visit restaurants to virtually eat with friends in other restaurants, anywhere in the world.
8. The Neverending Store: Try before you buy – virtually, at least. Three-quarters of consumers expect to be able to project their home inside the store when trying out new products.
9. The Medical Multiplex Center: We’re used to everything being instant. Why wait when it comes to health? Therefore, 77% of consumers foresee in-mall medical centers with drop-in AI health scanning that gives near-instant health status updates.
10. The Nature+ Park: For those stuck in cities, nature may be what’s missing. Hence, 42% of consumers want to visit an in-mall park; a place where they can feel closer to nature through digital and programmable materials that provide hybrid experiences.