The changing shape of the digital consumer in 2025: insights from the Global Consumer Survey

Innovation in consumer technology and shifting consumer behaviour are redefining consumer experiences, creating opportunities for new and existing players. But consumer budgets are still under pressure in many markets, so monetisation is not straightforward. Consumer segmentation will be important, and this requires insights into how consumer preferences are evolving.

GSMA Intelligence conducts a yearly consumer survey across some of the major developed countries worldwide to provide fresh insights into the evolution of consumer behaviour and consumer technologies in the digital era. This edition was conducted between June and August 2024.

Leveraging data from our Global Consumer Survey 2024, covering 12,000 consumers across 12 countries, this report provides fresh insights into the evolution of consumer behaviour across multiple areas, including 5G, devices, eSIM, generative AI, pay TV, gaming, the metaverse and extended reality, and sustainability. Further reports focused on the individual topics will be published in the upcoming months.