There are approximately 3.2 billion — and counting — Internet users in the world, and among them, more than half of them are consuming web content via their smartphones according to e27e.co. This new paradigm opens up new opportunities for businesses to engage consumers in ways that were hitherto restricted by technological barriers. Such examples include FitBit, which tracks your exercise statistics by connecting an IoT device with a smartphone app.
Beyond that, technological advancements have seen the introduction of new virtual reality devices such as Oculus Rift. Whether this is yet another misguided attempt at popularising VR tech for the masses remains to be seen.
Many other exciting things lie on the horizon. Ericsson ConsumerLab — a research faculty of Ericsson gathering insights on markets and consumer trends — has published a report based on answers gathered from 6,649 urban iOS/Android smartphone users aged 15 – 69 across 13 major cities; detailing the 10 trends that will define the consumer tech landscape in 2016 and beyond.
Here are the trends:
1. The lifestyle network effect
The lifestyle network effect is a term describing online services that increase in value and benefit to the user as its userbase grows. Such online services include social networks such as Facebook, sharing economy platforms such as rideshare app Uber and homesharing app Airbnb. About four out of five experience this effect. Almost 46 per cent actively participate in more than one social network, while 34 per cent have used at least one form of sharing economy platforms. Beyond that, the participants are also receptive towards crowdsourced feedback, with 38 per cent trusting more in consumer reviews than expert advise. In addition, 46 per cent are optimistic that the growth of technology will allow education to be democratised.
2. Rise of the streaming native
In 2011, YouTube saw 30 hours worth of video uploaded to its site every minute. Now, that has increased tenfold. This has in turn fostered the growth of a new kind of consumer — the streaming native; comprising mostly of teenagers. About 20 per cent of the surveyed teenagers aged 16 – 19 consume about three hours of YouTube videos daily, compared to seven per cent in 2011. And at least 46 per cent of them consume one hour daily. The growing ubiquity of smartphones are also seeing more streaming natives consume video content on their mobile devices. In general, 56 per cent of them watched video on mobile screens and out of these, 28 per cent stream from their smartphones. Music streaming services are also popular among streaming natives, with 16 per cent of them using it for three hours daily.
3. AI ending the screen age
Participants believe that growth of more sophisticated Artificial Intelligence (AI) for interactions with objects will allow us to ditch our screens. Eighty five per cent believe that solutions such as wearable electronic assistants will become commonplace in five years’ time. One in two also believe that interaction with household appliances through voice commands will become mainstream. One third would welcome the company of an AI and even trust its fidelity towards sensitive matters over a human companion. About 29 per cent agree they would feel more comfortable discussing their medical condition with an AI system. In general, one in two believe that in five years time; smartphones will be phased out altogether.
4. Virtual gets real
Unlike past attempts, consumers no longer see VR as a fad. Eight out of 10 participants believe that VR services can be beneficial. Among the more well-received services include VR smartphone apps and VR headsets for sports. One in two would like to use VR to have participants surround them during video conferences, while a third are interested in VR-enabled dating services. Half of the participants would like to have a 3D selfie to try out clothes online using an avatar, while 64 per cent want to see the actual size and form of a clothing in an online store. One in two also want a 3D printer to print household items such as spoons and even food or nutritional supplements.
5. Sensing homes
Participants believe that the growth of IoT will allow smart homes to be built. About 55 percent believe that within five years, houses will be embedded with sensors that can detect construction errors, mold buildup and water leaks. More than 60 per cent believe that smart homes will be able to regulate air quality and ventilation as well as mimic outdoor light conditions.
6. Smart commuters
Most of us spend at least 20 per cent of our lives in commute, so it is imperative we make the best possible use of that time. Smartphones can help in this respect but there are still a few kinks to iron out. Fifty five percent find their Internet and social media access during their commute unsatisfactory, and 66 per cent are dissatisfied with the video streaming speeds. Commuters want real-time crowd information to be relayed to them as well as unified payment options across different services. Almost 88 per cent would use a personalised transport service if they could.
7. Emergency chat
For many, social media isn’t just a means to share family photos or cat pictures, it can be used for critical life or death situations. In Ericsson ConsumerLab’s previous fieldwork, it discovered that many smartphone users said that using their social networks after a major earthquake saved their lives. Another example of this is Facebook’s safety check feature, which gained prominence after it was activated during the recent Paris attacks. Sixty five per cent believed are interested in an emergency app, while one in two believe that emergency networks will be contacted via social networks. Therein lies some limitations. For example, would a user still be able to contact the emergence network if his or her data allowance is used up? Sixty two per cent recognised this issue and believe that a data-free emergency app is the solution.
8. Internables
Internables aka body monitoring devices/apps are catching on. About half of the participants believe they will receive updates on their health via internal sensors in three years. Eight out of 10 believe that in addition to merely monitoring their health; technology will be able to augment and improve their sensory perception and cognitive capabilities. About one third would like implants that would allow them to receive web information on things that they see and hear.
9. Everything gets hacked
While global interconnectivity brings many conveniences, allowing users to connect to services all the world, it also lays them open to vulnerabilities. Two-thirds believe that their smartphones, PC, and tablets are exposed to hacks and virus attacks. Half believe that such problems will be commonplace in three years and that they will continue using it in the same manner even if their devices have been compromised. Only 39 per cent, however, said that they will continue using a social network if it has been hacked. Twenty one per cent also say that their trust in an organisation will increase if it is able to resolve a hack.
10. Netizen journalists
Smartphones allow users to snap a picture and post it and share it online in real-time. They also repost, retweet, and share news posted on their social networks. These effectively enable them to become “netizen journalists”. Two-thirds say that they share information online more often than before, and 34 per cent are willing to share their bad experiences with a company publicly. About 27 per cent actually help to share or repost such incidents when they read it. Thirty seven per cent believe that sharing these incidents via social media has a greater effect as opposed to reporting it to the police. In fact, about 54 per cent believe that Internet has helped whistle blowers to report on illicit activity.
Conclusion
Consumers are generally upbeat on the future of the Internet and the possibilities that it holds for the greater good of mankind. While there may be pitfalls, they accept them as byproducts of technological advancements, for the benefits far outweigh the disadvantages.
