Digital Consumer Trends 2024
The Belgian cut
Driven by younger generations and increased professional use, generative AI is rapidly gaining ground in Belgium, which is why it remains the main topic of this year’s Digital Consumer Trends. 58% of citizens are now aware of the technology, a significant rise compared to 2023, and 35% have used it. In this deep dive into our adoption and interaction with tech, media and telecoms, we also provide an update on the device landscape, connectivity, and digital subscriptions, shining the spotlight on changing consumer preferences and the latest trends.
Digital Consumer Trends 2024
“There has been a significant increase in generative AI awareness and use in Belgium, especially for work. While data privacy and reliability concerns remain, it is exciting to see that organisations and their employees are tapping into the potential of AI tools to enhance productivity and inspire innovation.”
Vincent Fosty, Technology, Media and Telecommunications Industry Lead, Deloitte Belgium
Gen AI makes great strides
With 58% of Belgians aware of it and 35% having used it, generative AI has significantly increased its presence in our country thanks in large part to its rise in professional use. While AI tools are starting to show their potential in enhancing productivity, concerns remain around data privacy and the reliability of AI outputs.
Longer lifespan for devices
In a sign that we are moving toward more sustainable tech usage, more than four in ten Belgians do not plan to purchase a new device in the next 12 months. Moreover, 46% of phone owners have kept their previous phone as a spare. Access to laptops and VR headsets is declining, while smart devices have reached record levels of adoption, highlighting an important change in consumer preferences.
Network satisfaction is high
While many users remain unaware of their home internet speed, 74% are satisfied with their network connection. Reliability and in-home coverage have become the priority, most likely influenced by the fact that the speed is now sufficient to handle everyday usage. The number of 5G users has increased significantly, rising from 14% in 2022 to 45% in 2024.
Video and music streaming rule
The crackdown on password sharing, purchasing power, and lack of perceived value are the main factors influencing digital subscriptions in Belgium. Overall, churn is rather stable, and video and music streaming are becoming increasingly popular, with 49% of Belgians subscribing to a video service and 33% to a music service in 2024.
Previous year's trends
