From oxygenated virtual reality (VR) headsets used in swimming pools giving the sensation of zero-gravity in space, to medical scans using AI wizardry, today's digital-savvy consumers expect and want a variety of AR/VR experiences in shopping malls by the time 2030 comes around.

This was the finding of an online survey conducted by Ericsson ConsumerLab of more than 7,000 early adopters of AR/VR technology and virtual assistants spread across 14 major cities.

According to Ericsson, tapping into the views of early adopters can give a useful guide to consumer technology expectations over the next decade. The ConsumerLab set them a specific task of rating 15 hybrid shopping mall facilities "that extend the physical consumer experience using digital technology."

These included immersive and sustainable shopping experiences, high-tech beauty salons, and a "meta tailor" providing customized clothes – with the help of AR/VR and AI – for physical purchases (as well as dressing up digital avatars).

Nearly 80% of survey respondents expected that all 15 concepts flagged by Ericsson will be available in some form by 2030, with 85% wanting to use at least ten of these facilities themselves. Around four out of every ten AR/VR adopters canvassed also said they would like to have at least five of these facilities in their local mall.

Top ten

Based on survey results, Ericsson ConsumerLab produced a report, 10 Hot Consumer Trends 2030, focused on the ten most popular digital shopping mall concepts, which, when assembled together, created what it called a notional "Everyspace Plaza" that might exist by 2030 (if early AR/VR enthusiasts' expectations are realized).

Nearly 80% of survey respondents could foresee event halls using telepresence technology to allow artists to digitally perform as if they were there.

The idea of sharing cultural experiences – cinema, theater and concerts – was valued highly by most of those canvassed.

One surprise finding, perhaps, was that 25% of those survey respondents who said they didn't want to visit multi-sensory-enabled event halls said this type of thing could affect them "negatively." Highly immersive experiences are not for everyone it seems.

Other facilities anticipated in "Everyspace Plaza" include a "hybrid gym." Eight out of ten survey respondents expect AR/VR treadmills that immerse them in online environments.

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There was also enthusiasm for an "immersive beauty salon" where volumetric modeling technology can be used to digitally enhance looks. One caveat here was that nearly 40% of survey respondents flagged cost as a barrier to regular beauty salon visits of this sort.

The shopping experience, as anticipated by today's early adopters of AR/VR tech, will also change a fair bit. "Brick-and-portal stores," where consumers can project their own home on shop floors – so they can try out products virtually at home – seem to be eagerly anticipated.

No doubt because all survey respondents were based in metropolitan areas, there was high enthusiasm for digital interaction with nature. 73% of survey respondents could foresee an "AR/VR zoo" where you can interact with any animal, even those that are extinct.

The full report can be found here.

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— Ken Wieland, contributing editor, special to Light Reading