The December 2021 report – 10 Hot Consumer Trends 2030 – the Everyspace Plaza – covers hybrid shopping experiences in a fictional ‘Everyspace Plaza’ mall and represents the expectations and predictions of about 57 million early technology adopters globally. 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, enabled by technologies such as virtual reality (VR), augmented reality (AR) and programmable materials.
“The semi-public nature of shopping malls means latency bounds could more easily be controlled and next-generation experiences could be delivered early on,” says Magnus Frodigh, Head of Ericsson Research. “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 & IndustryLab, and driver of the 10 Hot Consumer Trends report since its inception in 2011, adds, “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.”
“In fact,” he says, “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.”
The 10 Hot Consumer Trends 2030 – The Everyspace Plaza are:
1. The All-Now Arena – 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 – Beauty salons that use volumetric modeling technology to digitally enhance looks are expected in malls by seven out of 10 consumers.
3. The Meta Tailor – 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 when needed.
4. The Anyverse Pool – Two-thirds of consumers believe there will be swimming pools where you can use an oxygenated VR headset to experience outer space in zero gravity.
5. The Hybrid Gym – Seven out of ten consumers expect mental fitness centers that have multisensory, personality-tailored AR/VR scenery to help improve mental health.
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 – 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 – 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 – 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.
The latest report 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 the world, including Delhi, Dublin, Jakarta, Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Stockholm, Sydney and Tokyo.
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