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

The changing shape of the digital consumer in 2025: insights from the Global Consumer Survey
This Report is locked

This report is available to those subscribed to the Digital Consumer or Fixed, TV and Convergence modules.

Learn more about our packages

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.

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 subscription

Contact our research team

Get in touch with us to find out more about our research topics and analysis.

Contact our research team

Media

To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.

Learn more

Related research

Telco AI: State of the Market, Q2 2025

Artificial intelligence (AI)
Mobile Operators and Networks

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.

This report is locked

The mobile churn challenge: where loyalty is lowest and four recommendations for operators

Mobile networks and connectivity
Digital consumer services
Digital Consumer

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.

This report is locked

Industry Checkpoint: consumer devices, Q3 2025

Devices
Digital Consumer

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 four major developments: innovation expanding beyond smartphones to wearables and the smart home; smart glasses seeing a revival; chipmakers intensifying efforts with generative AI; and direct-to-device strategies increasingly becoming a regional play.

This report is locked
Full access
Get full access to our research now, get in touch with us to find out more about our research topics and analysis
  • 200 reports a year
  • 50 million data points
  • Over 350 metrics