Monday 15 December 2014

Most of The World Will Be Mobile Connected

Nine out of ten will have a mobile or smartphone 2020
Becoming the major radio and television platform 
Ericsson ConsumerLab has identified some of the most important consumer trends for 2015 and beyond. Rapidly evolving urban consumer attitudes are transforming our world. With only 5 years to go until 2020, the future seems closer than ever. In another report Ericson forecast that 90 percent of the world population will own a mobile phone 2020 and there will be 6,1 billion mobile phones. The mobile video streaming will increase ten times and will 2020 represent 55 percent of all data communications.

The consumer trends include using wearables for non-verbal communication, robots keeping us company, and the convenience of using things without the hassle of owning them. The insights in the report come from Ericsson ConsumerLab’s global research program, with a special focus this year on smartphone owners aged 15 to 69 in Johannesburg, London, Mexico City, New York, Moscow, San Francisco, Sâo Paulo, Shanghai, Sydney and Tokyo – statistically representing the views of 85 million frequent internet users.

About the first of nine consumer trends Ericson identifed The streamed future as such:

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 showing the US, China or Spain, the future is streaming.  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.

In the spotlight is television and video but this trend will also have an impact on broadcast radio which is received on-line on mobiles and smartphones. A radio channel needs 30-45 times less broadband capacity than a television channel on-line. Radio will piggyback on video streaming developments.

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