Digital Consumer Trends: The UK cut has been saved
Digital Consumer Trends: The UK cut
Explore ten years of insights into digital behaviours
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 10 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 2021 data set includes approximately 33,150 respondents across 20 countries and 5 continents.
Read our latest research here where we explore how macro trends have disrupted the digital devices, content and connectivity landscape, largely through the lens of COVID-19.
Take a look at our previous editions of the Digital Consumer Trends Survey below.
* formerly known as the Mobile Consumer Survey until 2019
Explore the findings
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Previous year reports:
Digital Consumer Trends 2020
Lasting lockdown habits: a new digital consumer?
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.
Mobile Consumer Survey 2019
Plateauing at the peak: The state of the smartphone
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.
Mobile Consumer Survey 2018
Consumer and business mobile usage patterns
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.
Mobile Consumer Survey 2017
State of the smart: Consumer and business usage patterns
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.
Mobile Consumer Survey 2016
There's no place like phone
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.
Mobile Consumer Survey 2015
Game of phones
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.
Mobile Consumer Survey 2014
Revolution and evolution
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.
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.