Generative AI in Focus: Consumer Behaviour and Operator Views Survey Dashboard 2024
This report is available to those subscribed to the Digital Consumer module.
Against the current backdrop of growing interest and activity in generative AI, getting relevant insights are crucial to formulate strategies and plans. This dashboard comprises two main areas.
Building on our consumer survey in eight major countries worldwide, the first part of the dashboard provides all the relevant data related to consumer behaviour for generative AI in a consistent and structured way. We analyse consumer awareness, usage and experience of generative AI and their views on the areas that will benefit the most from generative AI. A number of filters allows the comparison of data for individual countries and for specific consumer segments (e.g. by age, network used or frequency of engagement in gaming).
The second part of the dashboard focuses on operators. Our survey of 100 operators worldwide reveals important insights into what operators think about the generative AI opportunity and where they are with their generative AI strategies. A number of filters allows the comparison of data for individual regions and for specific segments (e.g. by type of operator, size of revenues or size of subscribers).
Related research
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. 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.
Telco AI: State of the Market, Q2 2025
If 2024 was about establishing the strategic rationale for AI, 2025 is about assessing progress. To this end, GSMA Intelligence has evolved this research series to establish a baseline that can be tracked over time for the industry, its supply chain and partnership ecosystem. As well as recent developments from the telco AI space and the Telco AI tracker, this edition provides a deep dive of AI at the edge, looking at the strategic value of different AI inference options.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
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
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. 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.
Telco AI: State of the Market, Q2 2025
If 2024 was about establishing the strategic rationale for AI, 2025 is about assessing progress. To this end, GSMA Intelligence has evolved this research series to establish a baseline that can be tracked over time for the industry, its supply chain and partnership ecosystem. As well as recent developments from the telco AI space and the Telco AI tracker, this edition provides a deep dive of AI at the edge, looking at the strategic value of different AI inference options.
The mobile churn challenge: where loyalty is lowest and four recommendations for operators
The latest consumer survey by GSMA Intelligence reveals that around one in seven mobile users changed their service provider over the previous 12 months. The main reasons for churn have stayed largely unchanged over the last five years, at the aggregate level, with value for money by far the top reason. However, variations exist between consumer segments in terms of the degree of churn and the drivers.
- 200 reports a year
- 50 million data points
- Over 350 metrics