Evolution of devices: prospects for growth, interest in sustainability and the rise of AI
This report is available to those subscribed to the Digital Consumer module.
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.
In GSMA Intelligence’s latest survey, conducted in August 2024, consumers across 12 countries were asked a range of questions on devices. The survey covered 1,000 consumers in each market.
This report explores consumer behaviour with devices across areas such as smartphone ownership and replacement rates, smartphone brand loyalty, preferred sales channel for smartphones, purchase drivers, interest in refurbished devices, and ownership of wearables and smart home devices. It also considers how advanced AI such as generative AI is being positioned to be the new differentiator for consumer devices.
To illustrate the themes explored, the analysis provides operator case studies for Deutsche Telekom, e& and Telefonica.
Related research
Telco AI: State of the Market, Q3 2025
While AI rollouts focused on saving money still account for the bulk of deployments, there is a growing movement towards using AI with a revenue objective.
Customer care and network support are driving telco AI deployments worldwide
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition looks at the use cases driving telco AI deployments globally and by region.
IBC 2025: AI dominated the scene but it was not the only area of innovation and developments
The 2025 edition of IBC, one of the largest annual gatherings of the media and entertainment industry, had nearly 44,000 attendees from over 170 countries, with 1,300 exhibitors showcasing innovations and cutting-edge technology. AI was the dominant theme at the show, with a focus on generative AI and agentic AI. But there were also key developments in free-to-air TV and an uptick among vendors looking to increase interactivity to generate customer stickiness.
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
Telco AI: State of the Market, Q3 2025
While AI rollouts focused on saving money still account for the bulk of deployments, there is a growing movement towards using AI with a revenue objective.
Customer care and network support are driving telco AI deployments worldwide
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition looks at the use cases driving telco AI deployments globally and by region.
IBC 2025: AI dominated the scene but it was not the only area of innovation and developments
The 2025 edition of IBC, one of the largest annual gatherings of the media and entertainment industry, had nearly 44,000 attendees from over 170 countries, with 1,300 exhibitors showcasing innovations and cutting-edge technology. AI was the dominant theme at the show, with a focus on generative AI and agentic AI. But there were also key developments in free-to-air TV and an uptick among vendors looking to increase interactivity to generate customer stickiness.
- 200 reports a year
- 50 million data points
- Over 350 metrics