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CONSUMERLAB 
Liberation 
from 
location 
Consumers developing 
place-agnostic internet habits 
An Ericsson Consumer Insight Summary Report 
October 2014
METHODOLOGY 
The data presented in this report was gathered from 
47,167 interviews representing 1.1 billion people in 
23 countries across the world: Argentina, Austria, 
Bolivia, Brazil, Canada, China, Denmark, Egypt, 
El Salvador, Germany, India, Italy, Japan, Mexico, 
Nigeria, Russia, South Africa, South Korea, Sweden, 
UK, Ukraine, Uruguay and USA. Interviews were 
conducted face-to-face and online, with consumers 
aged 15-69 years old. 
the voice of the consumer 
Ericsson ConsumerLab has close to 20 years’ experience of studying 
people’s behaviors and values, including the way they act and 
think about ICT products and services. Ericsson ConsumerLab 
provides unique insights on market and consumer trends. 
Ericsson ConsumerLab gains its knowledge through a global 
consumer research program based on interviews with 100,000 
individuals each year, in more than 40 countries and 15 megacities 
– statistically representing the views of 1.1 billion people. 
2 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 
Both quantitative and qualitative methods are used, and hundreds of 
hours are spent with consumers from different cultures. To be close 
to the market and consumers, Ericsson ConsumerLab has analysts 
in all regions where Ericsson is present, developing a thorough global 
understanding of the ICT market and business models. 
All reports can be found at: 
www.ericsson.com/consumerlab 
contents 
THE NEED TO KNOW 3 
CONVERGING HABITS 4 
FREEDOM FROM LOCATION 6 
MULTISCREEN USAGE 8 
GLOBAL BEHAVIOR 10
The need to know 
Key findings 
ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 3 
Consumers have an inherent need to stay up-to-date 
with events taking place anywhere in the world. This 
need for immediate information and communication 
leads to consumers using devices in new ways. It 
has also caused them to switch screens in order 
to access services and content across different 
locations, irrespective of time and place. The 
work and personal lives of consumers are blurring 
as they use their devices in more places. 
This report shows how consumers take a 
location-agnostic approach towards device 
usage. The tendency to perform diverse tasks 
irrespective of location, be it indoors at home, 
work, school, or outdoors while commuting, is 
consistently seen across the 23 countries studied. 
CONSUMERS 
SWITCH SCREENS 
for immediate information 
Globally, consumers use 
the internet in similar 
ways, although they often 
use different devices 
> More than 60 percent of 
smartphone users access 
social networks and browse 
the internet on their phone 
several times a week 
Consumers increasingly 
perform tasks across 
multiple locations 
> 12 percent of the working 
population who use the 
internet shop online at 
work several times a 
week and 23 percent 
perform work-related 
tasks in the evening 
As the number of locations 
where tasks are being 
performed increases, so 
does the number of screens 
that consumers use 
> 21 percent of consumers 
who use social networking in 
one location switch screens 
> This number rises to 
44 percent for those who 
use social networking in 
at least 3 locations 
People spend the majority 
of their day indoors, and 
therefore place a higher value 
on indoor connectivity 
> 36 percent of consumers 
consider indoor connectivity 
to be good when accessing 
video-related content, 
compared to only 14 percent 
when out and about. Still, 
50 percent are keen to 
spend more on improving 
indoor connectivity
Converging habits 
Consumers expect to be able to access the 
internet and use their devices anywhere to meet 
their personal and work-related requirements. 
This Ericsson ConsumerLab study found that 
40 percent feel a strong need to be constantly 
updated as well as to be in-the-know. 
This desire leads to a change in where consumers 
connect and how they use their devices, which in 
turn affects everyday life. For instance, the boundaries 
between work and personal life are disappearing. 
Around 26 percent of consumers stated that 
connected devices like smartphones have blurred 
the distinction between work and private time. 
Along with greater connectivity, consumers are also 
demanding more flexibility and the freedom to use 
multiple devices to perform any task – irrespective of 
location. People now perform what were previously 
thought of as location-specific activities where it suits 
them, such as social networking at work or banking 
from home. 
Around 12 percent of the working population shop 
online several times a week at work and 25 percent 
indulge in some form of social networking many times 
a week at the office. This behavior is also reflected 
at home, where 23 percent of internet users who are 
employed said that they performed work-related tasks 
in the evening. 
Consumers place a higher premium on convenience, 
using devices to free up time by liberating activities 
from the confines of a fixed location. For example, 
consumers can watch a film when commuting, make 
a bill payment while waiting at the bus stop or book 
tickets sitting at home. Our research revealed that 
39 percent of consumers who listen to music in 
3 or more locations switch between devices. Similarly, 
while browsing the internet in more than 3 locations, 
around 44 percent of consumers switch screens. 
Figure 1. Consumers are performing tasks across locations several times a week 
25% 
INDULGE IN 
SOCIAL MEDIA 
AT THE OFFICE 
4 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 
23% 
PERFORM WORK-RELATED 
TASKS IN 
THE EVENING 
12% 
SHOP ONLINE 
AT WORK 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Internet users who work full or part-time, 23 countries
When looking at ownership of smartphones, tablets 
and PCs, our research shows that 52 percent of 
consumers surveyed globally own and use more 
than 1 of these 3 screens. Interestingly, all of these 
consumers also switch between their screens for at 
least one activity. Switching screens refers to when 
a person regularly and interchangeably uses two 
or more screens for the same activity. The number 
of consumers who switch screens varies for each 
activity and country, and is related to overall device 
ownership. For example, 50 percent of Bolivians 
who send messages switch screens to do this, but 
only 14 percent of people in Nigeria do the same. 
The difference can also be seen for online shopping. 
43 percent in South Korea have switched screens while 
shopping online but only 2 percent in El Salvador. The 
most popular activity for using more than one screen is 
social networking, which 35 percent of Americans 
and 26 percent of Argentinians do. 
20% 
INDIA 
25% 
EGYPT 
30% 
ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 5 
Figure 2. Smartphone, tablet and PC usage 
30% 
USA 
40% 
MEXICO 
64% 
GERMANY 
21% 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Overall population, 23 countries 
4% 
SOUTH AFRICA 
52% 
46% 
UK 
6% 
BOLIVIA 
20% 
NIGERIA 
18% 
BRAZIL 
21% 
CHINA 
32% 
ITALY 
62% 
JAPAN 
OF CONSUMERS 
USE MORE THAN 
ONE SCREEN 
USE A SMARTPHONE 
AND PC BUT 
NOT TABLET 
USE A 
SMARTPHONE, PC 
AND TABLET 
GLOBAL AVERAGE
FREEDOM FROM 
LOCATION 
Our research showed that across the 23 countries 
studied, consumers aged between 15–29 have a 
penchant for performing a number of activities that 
traditionally take place indoors – such as at work, home 
or school – when they are outdoors or commuting. 
Figure 3 shows that young people use many different 
Figure 3. Over-representation of young users (15-29 years) compared to the overall population for each activity 
1.4 
1.1 
1.4 
OUT AND ABOUT WHILE COMMUTING 
SMS 
TV/VIDEO 
MUSIC 
GAMES 
ONLINE 
SHOPPING 
1.2 
1.6 
1.1 
MESSAGING 
6 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 
online services when out and about or commuting. For 
example, 40 percent of the overall population watched 
videos while commuting, therefore 64 percent of young 
users do the same. Activities such as browsing the 
internet, social networking and listening to music are 
popular with this demographic when outdoors. 
The insider 
Although consumers are no longer confined to 
a specific location, across age groups there is 
an inclination to perform more tasks indoors, 
be it at the office, at school or at home. Figure 
3 shows that apart from calls and messaging, 
consumers perform more digital activities, such 
as watching tv/videos, work or study related 
activities and online shopping, while indoors. 
This preference for connecting indoors is influenced 
by the fact that people are spending a major 
part of their time indoors. In fact, the ratio of 
time spent indoors versus outdoors is 7:1. 
1.4 
1.4 
Figure 4. The proportion of people performing the following activities 
indoors compared to outdoors at least several times a week 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Internet users using mobile phone, tablet or PC, 23 countries 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Internet users using mobile phone, tablet or PC, 23 countries 
6–25 times more people 
perform the activity indoors 
1.5–2 times more people 
perform the activity indoors 
CALLS 
WORK/STUDY 
RELATED 
ACTIVITIES 
BROWSING 
SOCIAL 
NETWORKING 
15-24 25-29 30-39 40-49 50-59 60+ 
CONSUMERS 
PREFER 
to connect indoors 
WATCH 
VIDEOS 
LISTEN 
TO MUSIC 
GAMING 
ONLINE 
SHOPPING 
BROWSE 
INTERNET 
WORK/STUDY 
RELATED 
SOCIAL 
NETWORKING
ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 7 
Ranking the connected experience 
A major factor that influences consumers’ 
preference to access digital services indoors is 
the overall connectivity experience. Globally, the 
overall experience with connectivity is extremely 
variable across countries, but consumers largely 
rated indoor connectivity as better than outdoor. 
Figure 5 provides evidence supporting the 
positive ratings for indoor connectivity. Consumers 
across 23 countries agreed that they had a better 
experience indoors when performing high and low 
data intensive activities, such as watching online 
videos, TV or films or accessing social networks. 
However, their satisfaction with indoor connectivity is 
generally lower when they perform data-intensive tasks. 
That being said, indoors still scores higher on both 
counts than outdoors for a better overall experience. 
65% 
55% 
45% 
35% 
25% 
15% 
Consumers’ preference towards indoor connectivity 
is strong enough that, despite giving it a high rating, 
they are willing to spend more to improve their 
connectivity. Around 50 percent are keen to spend 
more on improving indoor connectivity, whereas only 
30 percent are willing to do the same for outdoors. 
Figure 5. Consumer satisfaction – outdoors vs. indoors 
Indoor experience – Browsing, accessing social networks 
Outdoor experience – Watching online streamed video, TV or movies 
Indoor experience – Watching online streamed video, TV or movies 
Outdoor experience – Browsing, accessing social networks 
Canada 
South Africa 
Sweden 
Nigeria 
India 
Argentina 
Denmark 
Bolivia 
Global average 
Brazil 
Ukraine 
Austria 
Japan 
UK 
South Korea 
Italy 
El Salvador 
USA 
Germany 
Mexico 
China 
Russia 
Egypt 
Uruguay 
5% 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Users of respective services on smartphone, tablet or PC, 23 countries 
50% 
of consumers will 
spend more to improve 
indoor connectivity 
OUTDOORS 
VS. INDOORS
Multiscreen usage 
The freedom to carry out activities across a number 
of locations affects the number of devices people use. 
Consumers’ preference to use more than one screen 
to meet their requirements is connected to their need 
to complete multiple tasks and the amount of time they 
are willing to spend on the task. 
For instance, consumers in the US demonstrate 
a high level of multiscreen usage to perform various 
online activities. Our analysis of Comscore on-device 
measurement (ODM) data for the US shows that 
around 55 percent of smartphone users perform 
entertainment-related activities, such as music, 
watching videos and gaming across different devices, 
and 53 percent use social networking and shop on 
multiple screens. 
These days, any activity could be performed in a 
number of locations. For example, a consumer could 
download a video on their laptop at home, then watch 
it on their smartphone while travelling to meet friends, 
and then share the video with a group of friends on 
their tablet. 
As the number of locations where people can 
accomplish an activity increases, the proportion 
of people switching between different devices 
to complete the task also goes up, as shown in 
Figure 6. For example, 26 percent of consumers who 
do social networking in two locations, such as at home 
and while commuting, switch between devices. But 
this goes up to 44 percent when people access social 
networking at 3 or more locations, such as at home, 
work/school, commuting, or out and about. 
Figure 6. Proportion of people who switch screens for a particular activity and the number of places they perform the activity 
Proportion of people switching screens 
One location Two locations Three or more locations 
44 
26 
21 
Social networking 
44 
28 
26 
39 
28 
27 
29 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: People who use respective digital services on mobile phone, tablet or PC in one, two or three locations, 23 countries 
8 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 
28 
25 
28 
27 
20 
17 
26 
21 
20 
24 
16 
Browse internet Listening to music Messaging Online shopping Watching video Calls
Screen resonance 
Consumers have clear preferences when it comes to 
the selection of screens to perform particular activities, 
be it work or entertainment. Figure 7 shows that 
browsing the internet and social networking are 
common activities across all devices. However, when 
Figure 7. Top four services and the proportion of people performing each activity on a particular screen several times a week 
SMARTPHONE PC TABLET 
88% Messaging 82% Browse internet 55% Browse internet 
64% Browse internet 
it comes to communication, smartphones are the 
preferred device, whereas shopping and work/study 
related activities are more commonly performed on 
PCs, with tablets being used for more video-centric 
activities such as gaming and watching videos. 
74% Calls 63% Social networking 44% Social networking 
61% Social networking 54% Online shopping 51% Work/study 31% Gaming 
39% Watching video 
46% 
3 OR MORE 
CLOUD SERVICES 
ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 9 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: People who use respective devices, 23 countries 
Being reliant on multiple screens to meet their daily 
content needs, consumers have built up an appetite 
for the cloud, such as personal cloud storage, media 
playback state saving and synchronized apps. Figure 
8 indicates that the more locations people work in, the 
more they use cloud services. When working 
from one location, 39 percent use 3 or more cloud 
services. This rises to 59 percent for people who 
work in 3 or more different locations, such as at 
home, work or commuting. 
Figure 8. Percentage of people using 1 or 3 or more cloud services at work 
35% 
1 CLOUD 
SERVICE 
39% 
1 WORK LOCATION 
30% 
1 CLOUD 
SERVICE 
1 CLOUD 
SERVICE 
3 OR MORE 
CLOUD SERVICES 
2 WORK LOCATIONS 3 WORK LOCATIONS 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Internet users using mobile phone, tablet or PC and who work full or part-time, 23 countries 
23% 59% 
3 OR MORE 
CLOUD SERVICES
Global behavior 
Access and availability of different types of technology 
and connectivity sets countries apart in terms of their 
device usage and behavior. What our study highlights 
in this area is an interesting phenomenon – the 
globalization of consumer behavior in the digital sphere. 
Figure 9 shows a consistent pattern in people’s usage 
of digital devices for 12 activities in 23 countries. The 
study showed that activities such as browsing the 
internet, social networking and instant messaging were 
being done by a large proportion of consumers, while 
certain other tasks such as online shopping and video 
calls found relatively few takers. 
Across countries, consumer behavior remains 
consistent among those who use internet-based 
services on any kind of device on a daily basis. 
Geographical constraints do not present a major 
barrier to internet usage behavior among the 
populations of different countries. Therefore, 
the behaviors presented in Figure 9 are not only 
present among those who access the internet 
on any device at least once a day – it can be 
replicated across the broader population as well. 
This global report has brought to the foreground 
evidence of a willingness on the part of consumers 
to invest in improving their indoor connectivity 
experience. It has also made a strong case for 
consumer movement towards a location-agnostic 
approach to device usage across 23 countries. 
Whether performing work-related tasks at home or 
social networking in the office, there is evidence that 
location has become less important to consumers’ 
usage habits. Instead, consumers put a higher value 
on the freedom to use digital devices as and when 
they want, to meet their needs and requirements. 
Figure 9. Activities performed daily by consumers around the world on any device 
86%–97% 2–10% 
Argentina 
Browse 
Internet 
Emails 
Instant 
messaging 
Bolivia 
Brazil 
Canada 
China 
Denmark 
Egypt 
El Salvador 
Germany 
India 
Italy 
Japan 
Nigeria 
Russia 
South Africa 
South Korea 
Sweden 
Ukraine 
Uruguay 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Daily internet users on any device, 23 countries 
10 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 
Short 
video 
Social 
networking 
Long 
video 
Stream 
music 
Video 
calls 
Product 
research 
VOIP 
calls 
Internet 
banking 
Online 
shopping 
Austria 
Mexico 
UK 
USA
ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 11 
Figure 10. Typical activities performed daily by consumers around the world on any device 
DAILY INTERNET 
83% 
SOCIAL 
NETWORK 
in Argentina 
and Uruguay 
Source: Ericsson ConsumerLab, Liberation from location, 2014 
Base: Daily internet users on any device, 23 countries 
77% 
CHECK 
EMAILS 
in Denmark, Germany, 
Italy, Russia and UK 
18% 
MAKE 
VIDEO CALLS 
in South Africa 
55% 
STREAM 
MUSIC 
in China 
21% 
SHOP 
ONLINE 
in South Korea 
89% 
BROWSE 
INTERNET 
in Brazil, Canada, 
and USA 
ACTIVITIES 
AROUND THE WORLD 
ON ANY DEVICE
EAB-14:045 108 Uen 
© Ericsson AB 2014 
Ericsson is the driving force behind the Networked Society – a world leader 
in communications technology and services. Our long-term relationships 
with every major telecom operator in the world allow people, businesses and 
societies to fulfil their potential and create a more sustainable future. 
Our services, software and infrastructure – especially in mobility, broadband and the 
cloud – are enabling the telecom industry and other sectors to do better business, 
increase efficiency, improve the user experience and capture new opportunities. 
With more than 110,000 professionals and customers in 180 countries, we combine 
global scale with technology and services leadership. We support networks that 
connect more than 2.5 billion subscribers. Forty percent of the world’s mobile 
traffic is carried over Ericsson networks. And our investments in research and 
development ensure that our solutions – and our customers – stay in front. 
Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. 
Net sales in 2013 were SEK 227.8 billion (USD 34.9 billion). Ericsson is listed 
on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York. 
The content of this document is subject to revision without 
notice due to continued progress in methodology, design and 
manufacturing. Ericsson shall have no liability for any error or 
damage of any kind resulting from the use of this document. 
Ericsson 
SE-126 25 Stockholm, Sweden 
Telephone +46 10 719 00 00 
www.ericsson.com

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Ericsson ConsumerLab: Liberation from location

  • 1. CONSUMERLAB Liberation from location Consumers developing place-agnostic internet habits An Ericsson Consumer Insight Summary Report October 2014
  • 2. METHODOLOGY The data presented in this report was gathered from 47,167 interviews representing 1.1 billion people in 23 countries across the world: Argentina, Austria, Bolivia, Brazil, Canada, China, Denmark, Egypt, El Salvador, Germany, India, Italy, Japan, Mexico, Nigeria, Russia, South Africa, South Korea, Sweden, UK, Ukraine, Uruguay and USA. Interviews were conducted face-to-face and online, with consumers aged 15-69 years old. the voice of the consumer Ericsson ConsumerLab has close to 20 years’ experience of studying people’s behaviors and values, including the way they act and think about ICT products and services. Ericsson ConsumerLab provides unique insights on market and consumer trends. Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries and 15 megacities – statistically representing the views of 1.1 billion people. 2 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures. To be close to the market and consumers, Ericsson ConsumerLab has analysts in all regions where Ericsson is present, developing a thorough global understanding of the ICT market and business models. All reports can be found at: www.ericsson.com/consumerlab contents THE NEED TO KNOW 3 CONVERGING HABITS 4 FREEDOM FROM LOCATION 6 MULTISCREEN USAGE 8 GLOBAL BEHAVIOR 10
  • 3. The need to know Key findings ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 3 Consumers have an inherent need to stay up-to-date with events taking place anywhere in the world. This need for immediate information and communication leads to consumers using devices in new ways. It has also caused them to switch screens in order to access services and content across different locations, irrespective of time and place. The work and personal lives of consumers are blurring as they use their devices in more places. This report shows how consumers take a location-agnostic approach towards device usage. The tendency to perform diverse tasks irrespective of location, be it indoors at home, work, school, or outdoors while commuting, is consistently seen across the 23 countries studied. CONSUMERS SWITCH SCREENS for immediate information Globally, consumers use the internet in similar ways, although they often use different devices > More than 60 percent of smartphone users access social networks and browse the internet on their phone several times a week Consumers increasingly perform tasks across multiple locations > 12 percent of the working population who use the internet shop online at work several times a week and 23 percent perform work-related tasks in the evening As the number of locations where tasks are being performed increases, so does the number of screens that consumers use > 21 percent of consumers who use social networking in one location switch screens > This number rises to 44 percent for those who use social networking in at least 3 locations People spend the majority of their day indoors, and therefore place a higher value on indoor connectivity > 36 percent of consumers consider indoor connectivity to be good when accessing video-related content, compared to only 14 percent when out and about. Still, 50 percent are keen to spend more on improving indoor connectivity
  • 4. Converging habits Consumers expect to be able to access the internet and use their devices anywhere to meet their personal and work-related requirements. This Ericsson ConsumerLab study found that 40 percent feel a strong need to be constantly updated as well as to be in-the-know. This desire leads to a change in where consumers connect and how they use their devices, which in turn affects everyday life. For instance, the boundaries between work and personal life are disappearing. Around 26 percent of consumers stated that connected devices like smartphones have blurred the distinction between work and private time. Along with greater connectivity, consumers are also demanding more flexibility and the freedom to use multiple devices to perform any task – irrespective of location. People now perform what were previously thought of as location-specific activities where it suits them, such as social networking at work or banking from home. Around 12 percent of the working population shop online several times a week at work and 25 percent indulge in some form of social networking many times a week at the office. This behavior is also reflected at home, where 23 percent of internet users who are employed said that they performed work-related tasks in the evening. Consumers place a higher premium on convenience, using devices to free up time by liberating activities from the confines of a fixed location. For example, consumers can watch a film when commuting, make a bill payment while waiting at the bus stop or book tickets sitting at home. Our research revealed that 39 percent of consumers who listen to music in 3 or more locations switch between devices. Similarly, while browsing the internet in more than 3 locations, around 44 percent of consumers switch screens. Figure 1. Consumers are performing tasks across locations several times a week 25% INDULGE IN SOCIAL MEDIA AT THE OFFICE 4 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 23% PERFORM WORK-RELATED TASKS IN THE EVENING 12% SHOP ONLINE AT WORK Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Internet users who work full or part-time, 23 countries
  • 5. When looking at ownership of smartphones, tablets and PCs, our research shows that 52 percent of consumers surveyed globally own and use more than 1 of these 3 screens. Interestingly, all of these consumers also switch between their screens for at least one activity. Switching screens refers to when a person regularly and interchangeably uses two or more screens for the same activity. The number of consumers who switch screens varies for each activity and country, and is related to overall device ownership. For example, 50 percent of Bolivians who send messages switch screens to do this, but only 14 percent of people in Nigeria do the same. The difference can also be seen for online shopping. 43 percent in South Korea have switched screens while shopping online but only 2 percent in El Salvador. The most popular activity for using more than one screen is social networking, which 35 percent of Americans and 26 percent of Argentinians do. 20% INDIA 25% EGYPT 30% ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 5 Figure 2. Smartphone, tablet and PC usage 30% USA 40% MEXICO 64% GERMANY 21% Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Overall population, 23 countries 4% SOUTH AFRICA 52% 46% UK 6% BOLIVIA 20% NIGERIA 18% BRAZIL 21% CHINA 32% ITALY 62% JAPAN OF CONSUMERS USE MORE THAN ONE SCREEN USE A SMARTPHONE AND PC BUT NOT TABLET USE A SMARTPHONE, PC AND TABLET GLOBAL AVERAGE
  • 6. FREEDOM FROM LOCATION Our research showed that across the 23 countries studied, consumers aged between 15–29 have a penchant for performing a number of activities that traditionally take place indoors – such as at work, home or school – when they are outdoors or commuting. Figure 3 shows that young people use many different Figure 3. Over-representation of young users (15-29 years) compared to the overall population for each activity 1.4 1.1 1.4 OUT AND ABOUT WHILE COMMUTING SMS TV/VIDEO MUSIC GAMES ONLINE SHOPPING 1.2 1.6 1.1 MESSAGING 6 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION online services when out and about or commuting. For example, 40 percent of the overall population watched videos while commuting, therefore 64 percent of young users do the same. Activities such as browsing the internet, social networking and listening to music are popular with this demographic when outdoors. The insider Although consumers are no longer confined to a specific location, across age groups there is an inclination to perform more tasks indoors, be it at the office, at school or at home. Figure 3 shows that apart from calls and messaging, consumers perform more digital activities, such as watching tv/videos, work or study related activities and online shopping, while indoors. This preference for connecting indoors is influenced by the fact that people are spending a major part of their time indoors. In fact, the ratio of time spent indoors versus outdoors is 7:1. 1.4 1.4 Figure 4. The proportion of people performing the following activities indoors compared to outdoors at least several times a week Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Internet users using mobile phone, tablet or PC, 23 countries Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Internet users using mobile phone, tablet or PC, 23 countries 6–25 times more people perform the activity indoors 1.5–2 times more people perform the activity indoors CALLS WORK/STUDY RELATED ACTIVITIES BROWSING SOCIAL NETWORKING 15-24 25-29 30-39 40-49 50-59 60+ CONSUMERS PREFER to connect indoors WATCH VIDEOS LISTEN TO MUSIC GAMING ONLINE SHOPPING BROWSE INTERNET WORK/STUDY RELATED SOCIAL NETWORKING
  • 7. ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 7 Ranking the connected experience A major factor that influences consumers’ preference to access digital services indoors is the overall connectivity experience. Globally, the overall experience with connectivity is extremely variable across countries, but consumers largely rated indoor connectivity as better than outdoor. Figure 5 provides evidence supporting the positive ratings for indoor connectivity. Consumers across 23 countries agreed that they had a better experience indoors when performing high and low data intensive activities, such as watching online videos, TV or films or accessing social networks. However, their satisfaction with indoor connectivity is generally lower when they perform data-intensive tasks. That being said, indoors still scores higher on both counts than outdoors for a better overall experience. 65% 55% 45% 35% 25% 15% Consumers’ preference towards indoor connectivity is strong enough that, despite giving it a high rating, they are willing to spend more to improve their connectivity. Around 50 percent are keen to spend more on improving indoor connectivity, whereas only 30 percent are willing to do the same for outdoors. Figure 5. Consumer satisfaction – outdoors vs. indoors Indoor experience – Browsing, accessing social networks Outdoor experience – Watching online streamed video, TV or movies Indoor experience – Watching online streamed video, TV or movies Outdoor experience – Browsing, accessing social networks Canada South Africa Sweden Nigeria India Argentina Denmark Bolivia Global average Brazil Ukraine Austria Japan UK South Korea Italy El Salvador USA Germany Mexico China Russia Egypt Uruguay 5% Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Users of respective services on smartphone, tablet or PC, 23 countries 50% of consumers will spend more to improve indoor connectivity OUTDOORS VS. INDOORS
  • 8. Multiscreen usage The freedom to carry out activities across a number of locations affects the number of devices people use. Consumers’ preference to use more than one screen to meet their requirements is connected to their need to complete multiple tasks and the amount of time they are willing to spend on the task. For instance, consumers in the US demonstrate a high level of multiscreen usage to perform various online activities. Our analysis of Comscore on-device measurement (ODM) data for the US shows that around 55 percent of smartphone users perform entertainment-related activities, such as music, watching videos and gaming across different devices, and 53 percent use social networking and shop on multiple screens. These days, any activity could be performed in a number of locations. For example, a consumer could download a video on their laptop at home, then watch it on their smartphone while travelling to meet friends, and then share the video with a group of friends on their tablet. As the number of locations where people can accomplish an activity increases, the proportion of people switching between different devices to complete the task also goes up, as shown in Figure 6. For example, 26 percent of consumers who do social networking in two locations, such as at home and while commuting, switch between devices. But this goes up to 44 percent when people access social networking at 3 or more locations, such as at home, work/school, commuting, or out and about. Figure 6. Proportion of people who switch screens for a particular activity and the number of places they perform the activity Proportion of people switching screens One location Two locations Three or more locations 44 26 21 Social networking 44 28 26 39 28 27 29 Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: People who use respective digital services on mobile phone, tablet or PC in one, two or three locations, 23 countries 8 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 28 25 28 27 20 17 26 21 20 24 16 Browse internet Listening to music Messaging Online shopping Watching video Calls
  • 9. Screen resonance Consumers have clear preferences when it comes to the selection of screens to perform particular activities, be it work or entertainment. Figure 7 shows that browsing the internet and social networking are common activities across all devices. However, when Figure 7. Top four services and the proportion of people performing each activity on a particular screen several times a week SMARTPHONE PC TABLET 88% Messaging 82% Browse internet 55% Browse internet 64% Browse internet it comes to communication, smartphones are the preferred device, whereas shopping and work/study related activities are more commonly performed on PCs, with tablets being used for more video-centric activities such as gaming and watching videos. 74% Calls 63% Social networking 44% Social networking 61% Social networking 54% Online shopping 51% Work/study 31% Gaming 39% Watching video 46% 3 OR MORE CLOUD SERVICES ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 9 Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: People who use respective devices, 23 countries Being reliant on multiple screens to meet their daily content needs, consumers have built up an appetite for the cloud, such as personal cloud storage, media playback state saving and synchronized apps. Figure 8 indicates that the more locations people work in, the more they use cloud services. When working from one location, 39 percent use 3 or more cloud services. This rises to 59 percent for people who work in 3 or more different locations, such as at home, work or commuting. Figure 8. Percentage of people using 1 or 3 or more cloud services at work 35% 1 CLOUD SERVICE 39% 1 WORK LOCATION 30% 1 CLOUD SERVICE 1 CLOUD SERVICE 3 OR MORE CLOUD SERVICES 2 WORK LOCATIONS 3 WORK LOCATIONS Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Internet users using mobile phone, tablet or PC and who work full or part-time, 23 countries 23% 59% 3 OR MORE CLOUD SERVICES
  • 10. Global behavior Access and availability of different types of technology and connectivity sets countries apart in terms of their device usage and behavior. What our study highlights in this area is an interesting phenomenon – the globalization of consumer behavior in the digital sphere. Figure 9 shows a consistent pattern in people’s usage of digital devices for 12 activities in 23 countries. The study showed that activities such as browsing the internet, social networking and instant messaging were being done by a large proportion of consumers, while certain other tasks such as online shopping and video calls found relatively few takers. Across countries, consumer behavior remains consistent among those who use internet-based services on any kind of device on a daily basis. Geographical constraints do not present a major barrier to internet usage behavior among the populations of different countries. Therefore, the behaviors presented in Figure 9 are not only present among those who access the internet on any device at least once a day – it can be replicated across the broader population as well. This global report has brought to the foreground evidence of a willingness on the part of consumers to invest in improving their indoor connectivity experience. It has also made a strong case for consumer movement towards a location-agnostic approach to device usage across 23 countries. Whether performing work-related tasks at home or social networking in the office, there is evidence that location has become less important to consumers’ usage habits. Instead, consumers put a higher value on the freedom to use digital devices as and when they want, to meet their needs and requirements. Figure 9. Activities performed daily by consumers around the world on any device 86%–97% 2–10% Argentina Browse Internet Emails Instant messaging Bolivia Brazil Canada China Denmark Egypt El Salvador Germany India Italy Japan Nigeria Russia South Africa South Korea Sweden Ukraine Uruguay Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Daily internet users on any device, 23 countries 10 ERICSSON CONSUMERLAB LIBERATION FROM LOCATION Short video Social networking Long video Stream music Video calls Product research VOIP calls Internet banking Online shopping Austria Mexico UK USA
  • 11. ERICSSON CONSUMERLAB LIBERATION FROM LOCATION 11 Figure 10. Typical activities performed daily by consumers around the world on any device DAILY INTERNET 83% SOCIAL NETWORK in Argentina and Uruguay Source: Ericsson ConsumerLab, Liberation from location, 2014 Base: Daily internet users on any device, 23 countries 77% CHECK EMAILS in Denmark, Germany, Italy, Russia and UK 18% MAKE VIDEO CALLS in South Africa 55% STREAM MUSIC in China 21% SHOP ONLINE in South Korea 89% BROWSE INTERNET in Brazil, Canada, and USA ACTIVITIES AROUND THE WORLD ON ANY DEVICE
  • 12. EAB-14:045 108 Uen © Ericsson AB 2014 Ericsson is the driving force behind the Networked Society – a world leader in communications technology and services. Our long-term relationships with every major telecom operator in the world allow people, businesses and societies to fulfil their potential and create a more sustainable future. Our services, software and infrastructure – especially in mobility, broadband and the cloud – are enabling the telecom industry and other sectors to do better business, increase efficiency, improve the user experience and capture new opportunities. With more than 110,000 professionals and customers in 180 countries, we combine global scale with technology and services leadership. We support networks that connect more than 2.5 billion subscribers. Forty percent of the world’s mobile traffic is carried over Ericsson networks. And our investments in research and development ensure that our solutions – and our customers – stay in front. Founded in 1876, Ericsson has its headquarters in Stockholm, Sweden. Net sales in 2013 were SEK 227.8 billion (USD 34.9 billion). Ericsson is listed on NASDAQ OMX stock exchange in Stockholm and the NASDAQ in New York. The content of this document is subject to revision without notice due to continued progress in methodology, design and manufacturing. Ericsson shall have no liability for any error or damage of any kind resulting from the use of this document. Ericsson SE-126 25 Stockholm, Sweden Telephone +46 10 719 00 00 www.ericsson.com