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The Hybrid Mall: 10 Hot Consumer Trends – Ericsson ConsumerLab

The Hybrid Mall: 10 Hot Consumer Trends – Ericsson ConsumerLab

  • Consumers expect hybrid mall experiences to be mainstream by 2030
  • Consumers could enjoy global experiences, connections and social interactions in a networked physical environment close to home.
  • Augmented reality glasses, waterproof virtual reality glasses, haptic suits and tactile gloves could all be part of consumers’ equipment when they visit shopping malls in 2030.

A hybrid mix of connectivity-based technologies, integrated into real physical environments to enhance shopping and shopping experiences, is expected to be a common part of everyday life in 2030 for the vast majority of first-time adopters. This prediction is among the findings of the latest Ericsson Ten Hot Consumer Trends report.

The December 2021 report marks the eleventh edition of the Ericsson ConsumerLab 10 Hot Consumer Trends report.

In line with previous reports, it looks at user opinion by 2030 on hybrid shopping experiences in a fictional mall, Everyspace Plaza.

Consumers were asked to rate 15 hybrid shopping malls that extend the physical consumer experience through digital technology. Nearly four in five respondents believe that the 15 concepts tested will be available in some form or another by 2030.

These bricks-and-portal places will be made possible by technologies such as virtual reality (VR), augmented reality (AR) and programmable hardware.

For Magnus Frodigh, Ericsson’s research director: “The semi-public nature of shopping malls makes it easier to control latency and quickly deliver next-generation experiences. Extended reality devices could be provided on-site, which which would allow the deployment of private networks with personalized applications also for consumers.”

Based on extensive research, the ConsumerLab 10 Hot Consumer Trends report represents the expectations and predictions of approximately 57 million early technology adopters worldwide.

“In fact, 35% of consumers surveyed believe that shopping malls are more likely to be equipped with next-gen technology than homes, compared to just 14% who disagree. Shopping malls have long been places hi-tech, many of them including cinemas, amusement arcades, concert halls, bowling alleys, etc. They will probably continue to play this role”

Michael Björn, director of research programs at the Ericsson Consumer & IndustryLab and responsible for the report 10 Hot Consumer Trends

According to Michael Björn, the report also highlights consumers’ belief that hybrid shopping centers could make a positive and lasting contribution to local life. “In fact, the future may be increasingly localized, with 32% of respondents believing that hi-tech shopping malls will make moves to smaller towns and rural areas more possible and attractive – and only 13% do not agree with this statement”

The 10 consumer trends for 2030 – Everyspace Plaza are as follows:

01. The arena of all times

You could be both actor and spectator, but will the immersive experience give you chills or scare you? Nearly eight in ten consumers envision venues where holographic technology will allow artists to perform digitally as if they were there in person.

02. The Immersive Beauty Salon

70% of consumers surveyed expect shopping malls to house beauty salons using volumetric modeling technology to digitally enhance their look.

03. The Augmented Tailor

Fast fashion tailored to you – and your avatar. More than seven in ten AR/VR users anticipate a tailor’s presence in the mall, using fabrics that can transform to be waterproof or provide ventilation if needed.

04. The swimming pool everywhere

Many imagine exploring impossible worlds. Two-thirds of consumers think there will be swimming pools where you can use a VR headset with oxygen to experience space in zero gravity.

05. The hybrid gym

For many, physical vigor and mental health are inextricably linked. 70% of consumers expect fitness centers with multi-sensory, personality-driven AR/VR settings to help improve mental health.

06. Multipurpose print-on-demand

On-demand repair and production are the future. More than half of consumers want to shop sustainably at an outlet store that recycles their old products.

07. The restaurant at the heart of the universe

Virtual, distraction-free companionship is preferable to many. Half of consumers want to go to restaurants to eat virtually with friends at other restaurants, anywhere in the world.

08. The Endless 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.

09. The multiplex medical center

We are used to everything being instantaneous. Why wait when it comes to health? 70% of consumers plan to create medical centers in shopping malls, with artificial intelligence health scanners that provide near-instant health status updates.

10. The Nature+ Park

For those stuck in cities, nature may be what’s missing. 42% of consumers want to visit a park in a mall where they can feel closer to nature through digital and programmable materials that provide hybrid experiences.


Methodology :

The findings in this report are based on the global research activities of the Ericsson ConsumerLab, which span more than a quarter of a century.

It draws primarily on data from an online survey conducted in October and November 2021 among first-time adopters of augmented reality, virtual reality and digital assistants in 14 cities around the world. These are Delhi, Dublin, Jakarta, Johannesburg, London, Mexico City, Moscow, New York, San Francisco, São Paulo, Shanghai, Stockholm, Sydney and Tokyo.

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