Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
This report is available to those subscribed to the Digital Consumer module.
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. Also, more than 90% access non-entertainment services such as social networking, fintech, e-health and education on their smartphones at the same frequency.
How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
Additionally, we discuss the implications for digital services ecosystem players such as operators, device OEMs, digital services providers and more.
Related research
Evolution of devices: prospects for growth, interest in sustainability and the rise of AI
Having been under significant pressure for the last few years, sales of smartphones are recovering. Against this backdrop, understanding how consumer behaviour with devices is changing (and why) is crucial to prepare for the next phase of device innovation and growth.
Consumers in Focus: Device User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to device user behaviour in a consistent and structured way.
Extended reality: developing a successful B2C strategy requires work in five important areas
Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide. In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
Evolution of devices: prospects for growth, interest in sustainability and the rise of AI
Having been under significant pressure for the last few years, sales of smartphones are recovering. Against this backdrop, understanding how consumer behaviour with devices is changing (and why) is crucial to prepare for the next phase of device innovation and growth.
Consumers in Focus: Device User Behaviour Survey Dashboard 2025
This dashboard, based on our August 2024 consumer survey, provides all the relevant data related to device user behaviour in a consistent and structured way.
Extended reality: developing a successful B2C strategy requires work in five important areas
Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide. In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
- 200 reports a year
- 50 million data points
- Over 350 metrics