The digital consumer in 2026: how consumer behaviour is changing across 5G, AI, eSIM, devices and content

5G is beginning to make inroads in Africa, though its overall impact remains uneven and limited. With the technology now in its seventh year of deployment, this is a critical juncture for stakeholders to take immediate and coordinated action to accelerate deployment, deepen adoption and maximise the impact of 5G in the region. This includes addressing bottlenecks to spectrum availability and introducing policy incentives to stimulate both consumer and enterprise demand, particularly in markets where operators have already invested heavily in network rollouts.

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.