The vast majority of current early adopters expect a hybrid mix of connectivity-enabled technology, integrated into real physical places to enhance shopping and buying experiences, will be a common aspect of everyday life in 2030. The forecast is one of the results in Ericsson’s recent research, Ten Hot Consumer Trends.
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.”
Dr. Michael Björn, Head of Research Agenda, Ericsson Consumer & Industry Lab, 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 likely will continue to play that role.”
“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 adds.
The Ericsson Consumer Lab 10 Hot Consumer Trends study will be published for the eleventh time in December 2021. It focuses on early adopter consumers’ perspectives on a 2030 timeline, similar to recent Ten Hot Consumer Trends reports, and this time covers hybrid shopping experiences at a hypothetical ‘Every space Plaza’ mall.
Consumers were asked to rate 15 hybrid shopping malls that use digital technologies to enhance the physical shopping experience. Almost four out of five respondents anticipate that by 2030, all 15 topics examined will be available in some form.
Virtual Reality (VR), Augmented Reality (AR), and programmable materials will be used to provide such “bricks-and-portals” services.
The ConsumerLab10 Hot Consumer Trends report, based on extensive research, represents the aspirations and projections of almost 57 million early technology adopters throughout the world.
The survey also highlights consumer perception that hybrid malls may contribute positively and sustainably to local life, according to Björn.
The 10 Hot Consumer Trends 2030 – The Every space Plaza are:
You might be both an actor and a spectator, but will the immersion experience excite or terrify you? Almost eight out of ten people see event halls where telepresence technology allows artists to perform digitally as if they were in the room.
Avoiding the knife and needle is a desirable beauty alternative for many people. Seven out of ten shoppers anticipate to see beauty clinics that use volumetric modelling technology to digitally enhance looks in malls.
Fast fashion created specifically for you and your avatar. More than seven out of ten AR/VR users envision a mall tailor utilising textiles that can change to become waterproof or ventilated as needed.
Many people fantasise about exploring unfathomable worlds. Two-thirds of consumers believe there will be swimming pools where you may experience outer space in zero gravity while wearing an oxygenated VR headset.
Physical vitality and mental health are intricately intertwined for many people. Mental fitness facilities with multimodal, personality-tailored AR/VR environment are expected to assist enhance mental health by seven out of ten customers.
Repair and production on demand are the way of the future. More than half of consumers prefer to purchase in a factory outlet that sustainably recycles their old products.
For many people, a distraction-free, virtual company is better. Half of customers want to go to restaurants so they may virtually eat with pals at other restaurants across the world.
You may virtually try before you buy. When trying out new products, three-quarters of customers want to be able to project their house into the store.
We’ve grown accustomed to everything being instantaneous. When it comes to your health, why wait? In-mall medical facilities with drop-in AI health scanning that provides near-instant health status updates are predicted by 77% of consumers.
Nature may be what folks who live in cities are lacking. Consumers want to visit an in-mall park where they can feel more connected to nature through digital and programmable materials that give hybrid experiences, according to 42% of respondents.
