Ericsson ConsumerLab: Ten hot consumer trends in 2030 – the hybrid shopping center

A hybrid mix of connectivity-enabled technologies that will be integrated into real physical environments to enhance the shopping and shopping experience will be a common element of everyday life by the vast majority of current early adopters in 2030. The prediction is one of the results of the latest Ericsson (NASDAQ: ERIC) .Ten Hot Consumer Trends Report.

The December 2021 report marks the eleventh edition of the Ericsson ConsumerLab 10 Hot Consumer Trends Report. In line with recent reports from Ten Hot Consumer Trends, it targets early adopter consumer views on a timeline through 2030 – this time hybrid shopping experiences in a fictional shopping mall “Everyspace Plaza”.

Consumers were asked to rate 15 hybrid shopping malls that enhance the physical consumer experience with digital technology. Almost four out of five respondents assume that all 15 tested concepts will be available in some form by 2030.

Such “brick-and-portal” facilities are made possible by technologies such as Virtual Reality (VR), Augmented Reality (AR) and programmable materials.

Magnus Frodigh, Head of Ericsson Research, says: “The semi-public nature of shopping centers means that latency limits can be more easily controlled and next-generation experiences can be delivered early. XR devices could be deployed on-site so that private networks with custom applications can also be deployed to consumers. “

The ConsumerLab 10 Hot Consumer Trends report is based on extensive research and reflects the expectations and predictions of approximately 57 million early technology adopters worldwide.

Dr. Michael Björn, Head of Research Agenda, Ericsson Consumer & IndustryLab and driver of the 10 Hot Consumer Trends Report since it was launched in 2011, says: “On the one hand, it’s hard to imagine a large number of consumers with expensive technology equipment like AR glasses , waterproof VR glasses, haptic body suits, tactile gloves and more by 2030 on a large scale. However, if such devices could be shared at a lower cost, it is definitely possible that large numbers of consumers will have it to enhance the daily shopping experience in malls. “

He adds, “In fact, 35 percent of surveyed consumers think malls are more likely to have next-generation technology than homes, compared with just 14 percent who disagree. Shopping malls have long been high-tech attractions, many with movie theaters, arcades, concert halls, bowling alleys, and more. They will probably continue to play this role. ”

According to Björn, the report also underscores consumers’ belief that hybrid shopping centers could make a positive and sustainable contribution to local life.

“The future could be more localized. 32 percent of respondents believe that high-tech shopping malls make moving to small towns and rural areas more feasible and attractive – and only 13 percent disagree, ”he adds.

The details

The 10 Hot Consumer Trends in 2030 – The Everyspace Plaza are:

1. The all-now arena

You could be both an actor and a spectator, but will the immersion experience instill thrill or fear? Almost eight out of ten consumers envision event halls in which telepresence technology enables artists to digitally appear as if they were there in person.

2. The immersive beauty salon

Omitting the knife and needle is an attractive beauty option for many. Beauty salons that use volumetric modeling technology to digitally enhance looks are expected by seven out of ten consumers in malls.

3. The meta-tailor

Fast fashion tailor-made for you – and your avatar. More than seven in ten AR / VR users have a tailor in the mall using fabrics that can be waterproofed or ventilated if necessary.

4. The Anyverse pool

Many imagine exploring impossible worlds. Two-thirds of consumers believe there will be swimming pools where you can experience space in zero gravity with an oxygen-enriched VR headset.

5. The hybrid gym

For many, physical performance and mental health are inextricably linked. Seven in ten consumers expect mental fitness centers to help improve mental health with a multi-sensory, personality-tailored AR / VR scenery.

6. The Print-a-Wish Multifactory

On-demand repair and production are the future. Over half of consumers want to buy sustainably from a factory outlet that recycles their old products.

7. The restaurant at the knot of the universe

Distraction-free, virtual enterprise is preferable for many. Half of consumers want to go to restaurants to have a virtual meal with friends at other restaurants around the world.

8. The Infinite Shop

Try it out before you buy – at least virtually. Three quarters of consumers expect to be able to project their home into the store while trying out new products.

9. The medical multiplex center

We are used to everything being instant. Why wait when it comes to health? 77 percent of consumers see medical centers in malls with drop-in AI health scans that provide near-instant updates on health status.

10. The nature + park

For those stuck in cities, nature may be lacking. 42 percent of consumers would like to visit a park in a shopping mall where they feel closer to nature through digital and programmable materials that offer hybrid experiences.

Read the Ericsson ConsumerLab Ten Hot Consumer Trends 2030 – the Everyspace Plaza report.

Reporting methodology

The findings of the report are based on the global research activities of the Ericsson ConsumerLab, which extend over more than a quarter of a century.

It mainly relies on data from an online survey conducted among early adopters of AR, VR and digital assistants in 14 cities around the world in October and November 2021.

These are: Delhi, Dublin, Jakarta, Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Stockholm, Sydney and Tokyo.

Join the live webinar today, December 15th, at 9:00 AM or 6:00 PM CET.

Related links:
Ericsson: 10 hot consumer trends in 2030 – the Everyspace Plaza
Ericsson: 10 Hot Consumer Trends 2030 – Connected Smart Machines
Ericsson: 10 Hot Consumer Trends in 2030 – The Internet of the Senses



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Ericsson enables communications service providers to take full advantage of connectivity. The company’s portfolio includes the business areas of networks, digital services, managed services and emerging business. It was developed to help our customers digitize, increase efficiency and develop new sources of income. Ericsson’s innovation investments have enabled billions of people around the world to take advantage of mobility and mobile broadband. Ericsson shares are listed on Nasdaq Stockholm and Nasdaq New York.

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