The report 10 Hot Consumer Trends 2018 from Ericsson ConsumerLabs based on the quantitative results of an online survey of 5141 advanced internet users from every corner of the world. So what do these early adopters of digital applications expect of the future development in their role as a consumer? One general conclusion is that: “Today you have to know all the devices. But tomorrow all the devices will have to know you.” This is one of the benefits of 5G and the internet of things. However, the currency to make this work is your personal data, not just your preferences but also your physics. Where the latter form the first of the trends identified:”Your body is the user interface”. Early adopters of digital technologies often already are using intelligent voice assistants, and more than half of them believe that next evolution will to use body language, intonation, touch and gestures to interact with tech like we do in human-to-human-interaction. According to 66% of the respondents, this will happen within three years. Another trend identified from the survey is intelligent ads. Where 42% believe that artificial intelligence will make advertising as effective that it knows exactly how to persuade us to buy things. While 60% of the respondents expect AI to help them for price comparisons in their efforts to select other suppliers. In addition, AR and VR are expected to have a great impact on advertising within the coming years. Source: Ericsson ConsumerLab