Ericsson ConsumerLab: Ten Hot Consumer Trends 2030 – The Hybrid Mall

Consumers expect hybrid mall experiences to be common by 2030

Consumers could enjoy global experiences, interactions and social connections in a networked physical setting that is close to home.

AR glasses, waterproof VR glasses, haptic body suits and tactile gloves could all be part of consumers’ gear when they visit malls in 2030

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.Ten Hot Consumer Trends report.

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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.

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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 life.

“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.

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