Digital Consumer Trends: The UK cut

Explore insights into digital behaviours
Digital Consumer Trends: The UK cut

The Digital Consumer Trends Survey is a global report measuring consumer preferences and habits around digital products and services. Spanning over a decade, our research in this field has tracked consumer behaviours across the history of smart devices - from the early adoption of smart phones through to the growth of smart speakers and the introduction of 5G.

Over the past 13 years, the Digital Consumer Trends Survey* has become firmly established within the technology, media and telecoms industry as a measure of digital consumer preferences and behavioural changes. The 2022 data set includes approximately 38,150 respondents across 21 countries and 5 continents.

The trends

Device usage

Device usage

Devices: Growth on pause, for now.



Reframing gaming: Diversity will shape next decade of the games industry

Previous reports

Digital Consumer Trends 2021

The UK cut of Digital Consumer 2021. This year's survey explores macro trends disrupting the Subscription Video on Demand (SVOD) and news sources sectors, with a focus on the impact of COVID-19. We'll be exploring these through two separate instalments - SVOD: the one where the going gets tough and News in a digital age: cutting-edge tech meets age-old virtues & vices.

Explore the 2021 report

Digital Consumer Trends 2020

Looking back to the start of 2020, digital transformation dominated the agendas of leading UK businesses. The devastating impact of COVID-19, and the resulting lockdown, has undoubtedly acted as a catalyst: speeding up consumers digital adoption and introducing new trends at a rate few could have predicted.

Explore the 2020 report

Mobile Consumer Survey 2019

About 90 percent of adults own a smartphone, with around 95 percent of those smartphones used daily. As a result of its phenomenal success, the smartphone market has reached maturity, with adoption levels nearing their natural plateau in most developed markets.

Explore the 2019 report

Mobile Consumer Survey 2018

Smartphone adoption is nearing a plateau: the rise in adoption this year was a mere two percentage points. But the usage of smartphone continues to evolve, and should continue to do so for years to come. Smartphone ownership is near universal; usage patterns vary considerably.

Explore the 2018 report

Mobile Consumer Survey 2017

The smartphone is a mere decade old, and with every year has become ever more integral to people’s lives. It has become more versatile, absorbing a growing range of functions, from communication to navigation, from breaking global news to memorising personal stories. And it is likely to be used even more intensively over the coming years, as its capability and utility continues to increase.

Explore the 2017 report

Mobile Consumer Survey 2016

Smartphone penetration is approaching a peak, just nine years after the launch of the first full touchscreen smartphone. No other personal device has had the same commercial and societal impact as the smartphone, and no other device seems likely to. However, as the base nears a plateau, relentless innovation continues at device and network levels, leading to exciting times. Our sixth annual edition of the UK Mobile Consumer survey analyses the current trends in the mobile industry.

Explore the 2016 report

Mobile Consumer Survey 2015

With 76% of adults now owning smartphones, Britain has become a distracted society. Over half of smartphone owners regularly use their devices on public transport, at work and while shopping. And the younger a consumer is and the faster their network, the more likely they are to use their phones as they go about their day. These quick glances add up – collectively, UK consumers check their smartphones over a billion times a day. As smartphones become ever more embedded in our lives, we see new opportunities and challenges for the mobile sector, retailers, advertisers and beyond.

Explore the 2015 report

Mobile Consumer Survey 2014

Our fourth annual edition of the UK Mobile Consumer survey analyses the five key sub trends that we see happening in the mobile industry. Read the chapter summaries to find out more about our key findings.

Explore the 2014 report

Mobile Consumer Survey 2013

The continuous adoption of mobile is driving not just consumer behaviours but also business strategy. The global mobile industry has phenomenal momentum and scale, but it is also one that is increasingly diverse.

Explore the 2013 report

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Key contacts

Paul Lee

Global Head of Research - TMT, Deloitte UK

Ben Stanton

TMT Insights Manager