consumers and the internet of things

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CAPITALS

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CONSUMERS and the Internet of things Michael Björn, PhD

Head of Research

Ericsson ConsumerLab

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EAB-14:073750 Uen | Commercial in confidence | © Ericsson AB 2014 | 2014-12-10 |

Computers AND THE INTERNET mimic physical objects

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No one addresses his computer

without some metaphoric mediation;

we do not speak machine language.

Metaphor provides us with the

means to understand our complex

digital devices.

Dan Saffer

The Role of Metaphor in Interaction Design 2005

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is the cloud a metaphor?

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2011 – A KEY YEAR FOR CLOUD

Base: Mobile phone users aged 15–69 in the Americas (Argentina, Brazil, Canada, US), Europe (France,

Germany, Italy, Spain, Sweden, UK), and Developed Asia (Australia, Japan, Korea). Mobile phone users

aged 15-64 within tier 1–3 urban areas in Developing Asia (China, India, Indonesia).

Source: Ericsson ConsumerLab Analytical Platform, 2007–2014

Figure: Percentage of respondents who browse the

internet on mobile phones on a weekly basis

Figure: Percentage of respondents who use social

networking on mobile phones on a daily basis

There has been a surge in mobile internet use among mobile phone owners for both social

networking and browsing.

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the screen age is here

Smartphone users in New York and Paris have more screen time than

work/study time.

Base: 1,600 smartphone users in New York, Paris, Berlin and Shanghai, aged 18‒49

Source: Ericsson ConsumerLab Analytical Platform, 2011

Figure: Weekly number of hours spent in front of screens compared to work or study

Hours of screen time Hours of work/study time

New York New York

Paris Paris

Berlin Berlin

Shanghai Shanghai

39

33

52

38

41

34

33

34

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Screen time is internet time

Base: 1,600 smartphone users in New York, Paris, Berlin and Shanghai, aged 18‒49

Source: Ericsson ConsumerLab Analytical Platform, 2011

Figure: Weekly number of hours spent doing activities in front of a screen

Our screen activities are changing. The younger we are, the more time we spend with

interactive screens and the less with passive screens.

9 5 7 16

10 4 5 14

12 3 5 14 40–49

30–39

18–29

Playing computer/video games Online socializing General internet use Watching TV on a TV set

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The world should be like the screen

›Just like on the screen, physical

objects should interact with each

other, the internet – and us

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Interactive parcels know where they are

Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo

Source: Online fieldwork September 2013, Ericsson ConsumerLab Analytical Platform 2013

›67% of consumers are

interested in a same-day

delivery service that works

on any device, online and

in stores

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Interactive cars know where to go

Base: 7,500 iPhone/Android smartphone users in Tokyo, Beijing, London, New York and São Paulo

Source: Online fieldwork September 2013, Ericsson ConsumerLab Analytical Platform 2013

›47% want a self-driving/parking car

›43% would use this car every day

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Dynamic Route City Bus

Buses which can optimize

routes as per need. Can be

called just like a taxi.

Interactivity in traffic

Source: Ericsson ConsumerLab Analytical Platform 2014

Talking Roadside Objects

Interact with street lights,

post boxes, trash cans, bus

stops, etc. Pollution Measuring

Parking Meters

Detects vehicle emission

levels and charges for

parking accordingly

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traffic needs in city Centers

Source: Ericsson ConsumerLab Analytical Platform 2014

Base: 9030 iPhone/Android smartphone users in 9 cities

Dynamic Route City Bus

Pollution Measuring Parking Meters

Talking Roadside Objects

City Suburb

68%

62%

55%

45%

High

Low

US

EF

ULN

ES

S R

AT

ING

57% 39%

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Summary

› Computers and internet used

to mimic the physical world

› But firsthand experiences are

increasingly via screens

› We now want the physical

world to mimic the internet

› The physical world should be

interactive – like the internet

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consumers and the internet of things

Technology

confidence ericsson

uen commercial

mobile phone users

mobile internet use

screen time thanworkstudy

mobile phones

screen age

mobile phone owners