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

This report is available to those subscribed to the Digital Consumer or Fixed, TV and Convergence modules.
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.
Related research
Industry Checkpoint: consumer digital services, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer digital services, highlighting how the market has changed in the last six months and its implications.
Telco AI: State of the Market, Q3 2025
While AI rollouts focused on saving money still account for the bulk of deployments, there is a growing movement towards using AI with a revenue objective.
Customer care and network support are driving telco AI deployments worldwide
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition looks at the use cases driving telco AI deployments globally and by region.
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
Industry Checkpoint: consumer digital services, Q3 2025
This edition of the Industry Checkpoint series focuses on consumer digital services, highlighting how the market has changed in the last six months and its implications.
Telco AI: State of the Market, Q3 2025
While AI rollouts focused on saving money still account for the bulk of deployments, there is a growing movement towards using AI with a revenue objective.
Customer care and network support are driving telco AI deployments worldwide
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. From the shape and size of markets to trends in consumer behaviour, we aim to provide food for thought through informative visuals designed to bring colour and clarity to complex issues facing the industry. This edition looks at the use cases driving telco AI deployments globally and by region.
- 200 reports a year
- 50 million data points
- Over 350 metrics