Emerging consumer tech: examining digital gaming, genAI, XR and the metaverse through a consumer lens

There is a wave of innovation across consumer devices, connectivity and digital services. Within digital services, three areas are capturing growing interest: digital gaming; generative AI; and extended reality (XR) and the metaverse. For companies operating in these sectors, including operators, understanding the shifts in consumer behaviour and the emerging trends is crucial for formulating successful business strategies.

In this report we draw upon findings from our consumer survey to uncover insights that can help players in these ecosystems sharpen their competitive strategies and refine their commercial offerings. For example, traditionally, younger adults have dominated digital gaming, e-sports and XR. However, this dynamic is changing: the 45-54 age group is becoming increasingly engaged in digital gaming, while XR headset ownership is now higher among those aged 25-44 compared with those aged 18-24. We discuss the implications of these and other important shifts and provide recommendations for the relevant ecosystem players.