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.

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.