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

This edition of the Industry Checkpoint series focuses on consumer devices, highlighting how the market has changed in the last six months and its implications. The report considers three major developments: accelerating innovation for smart glasses as leading companies try to establish it as the next major consumer platform; smartphone innovation becoming more diverse, from practical to experimental concepts; and chipmakers increasingly designing on-device agentic AI capabilities.

Over the last 10 years, the number of MVNOs around the world has grown by 70%. As the consumer market is a major focus for MVNOs, analysing and comparing the behaviour of MVNO and MNO customers offers insight than can be used to inform business strategies and commercial decisions. This research unveils the biggest differences and their commercial implications.

As the market races to evaluate the opportunity of token-focused AI monetisation, perhaps the most important question is around the challenges and risks. Against the backdrop of an evolving and uncertain new market, this piece covers the potential pitfalls that operators need to be aware of.