consumerlab
10 Hot
Consumer
Trends 2015
www.ericsson.com/consumerlab
1. The streamed
future
All around the world, internet users are increasingly
sharing one culture. In an Ericsson ConsumerLab
survey of 23 countries, we found that more than
three-quarters of consumers browse the internet
and half use social media every day.
Media use patterns are also globalizing. Since
2011, we have been following 9 countries to
observe media behaviors and attitudes. In 2011,
83 percent were watching broadcast TV more
than several times a week, with only 61 percent
viewing streamed content on demand. However,
this behavior is now changing. Viewers are shifting
towards easy-to-use, on-demand services that
allow cross-platform access to video content.
Regardless of whether you watch your favorite show
in the US, China or Spain, the future is streaming.
As seen in Figure 1, 2014 saw the popularity of
streaming overtake broadcast TV among those aged
16-45, with 80 percent in this age group watching
streamed video several times a week or more.
77 percent of the total sample population watched
broadcast content, compared to 75 percent who
favored streaming services, but this is set to change
during 2015. The year will be historic, as we will watch
streamed content more often than broadcast TV.
Figure 1: Percentage of people watching TV on a more than weekly basis
100%
Broadcast (ages 16-45)
On-demand streaming (ages 16-45)
90%
80%
70%
60%
50%
2011
2012
Source: Ericsson ConsumerLab TV & Media report, 2014
Base: Brazil, China, Germany, South Korea, Spain, Sweden, Taiwan, UK, US
2 ERICSSON CONSUMERLAB 10 HOT CONSUMER TRENDS 2015
2013
2014
2. Helpful homes
With continuously rising fixed broadband adoption
and the fast global uptake of smartphones with mobile
broadband subscriptions, our lives are becoming more
connected than ever before. However, despite this
connectivity, houses are not increasing...