- Consumers expect hybrid mall experiences to be common by
- Consumers could enjoy global experiences, interactions and
social connections in a networked physical setting that is close to
- AR glasses, waterproof VR glasses, haptic body suits and
tactile gloves could all be part of consumers' gear when they visit
malls in 2030
KISTA, Sweden, Dec. 15, 2021 /PRNewswire/ -- A hybrid mix of
connectivity-enabled technology, integrated into real physical
environments to enhance shopping and buying experiences, is
expected to be a common element of everyday life in 2030 by the
vast majority of current early adopters. The prediction is among
the findings in the latest Ericsson (NASDAQ: ERIC).Ten Hot Consumer
The December 2021 report marks the
eleventh edition of the Ericsson ConsumerLab 10 Hot Consumer Trends
report. In line with recent Ten Hot Consumer Trends reports, it
targets early adopter consumers' views on a 2030 timeline - this
time covering hybrid shopping experiences in a fictional
`Everyspace Plaza' mall.
Consumers were asked to evaluate 15 hybrid shopping mall
facilities that extend the physical consumer experience using
digital technology. Almost four-in-five respondents believe that
all 15 tested concepts will be available in some form by 2030.
Such `bricks-and-portal' facilities will be enabled 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 malls means
latency bounds could more easily be controlled and next-generation
experiences could be delivered early on. XR devices could be
provided on-site, making it possible to deploy private networks
with custom applications also for consumers."
Based on comprehensive research, 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, and driver of the 10 Hot Consumer Trends report
since its inception in 2011, says: "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."
He adds: "In fact, 35 percent of surveyed consumers think
shopping malls are more likely to feature next-generation
technology than homes, compared to just 14 percent who disagree.
Shopping malls have long been high-tech focal points, with many
featuring cinemas, game arcades, concert halls, bowling alleys and
more. They will likely continue to play that role."
Björn says the report also highlights consumer belief that
hybrid malls could positively and sustainably contribute to local
"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 - and just 13 percent disagreeing with this," he
The 10 Hot Consumer Trends 2030 - The Everyspace Plaza are:
1. The All-Now Arena
You could be both actor and spectator, but will the immersion
experience give you a thrill or a fright? 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. Beauty salons that use volumetric modelling technology to
digitally enhance looks are expected in malls by seven out of 10
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
4. The Anyverse Pool
Many imagine the exploration of impossible worlds. Two-thirds of
consumers believe there will be swimming pools where you can use an
oxygenated VR headset to experience outer space in zero
5. The Hybrid Gym
For many, physical vigor and mental health are inextricably linked.
Seven out of ten consumers expect mental fitness centers that have
multisensory, personality-tailored AR/VR scenery to help improve
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
Distraction-free, virtual company is preferable for many. Half 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? Seventy-seven percent 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. Forty-two
percent of consumers want to visit an in-mall park where they can
feel closer to nature through digital and programmable materials
that provide hybrid experiences.
Read the Ericsson ConsumerLab Ten Hot Consumer Trends 2030 - the
Everyspace Plaza report.
The report insights are based on Ericsson ConsumerLab's global
research activities spanning more than a quarter of a century.
It primarily draws on data from an online survey conducted
during October and November 2021 of
early adopters of AR, VR and digital assistants in 14 cities around
They are: Delhi, Dublin, Jakarta, Johannesburg, London, Mexico
City, Moscow, New York, San
Francisco, São Paulo, Shanghai, Stockholm, Sydney and Tokyo.
Join the live webinar at 9.00 or 18.00 CET today, December 15.
Ericsson: 10 Hot Consumer Trends 2030 - the Everyspace Plaza
Ericsson: 10 Hot Consumer Trends 2030 - Connected Intelligent
Ericsson: 10 Hot Consumer Trends 2030 - The Internet of
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