Digital Consumer Trends 2026

Key trends in digital usage and consumer behaviour in Ireland

Smartphone access & Integration

With 95% of adults owning a smartphone, these devices go beyond calls and texts. Nearly half (47%) now regularly use smartphones or smartwatches for in-person payments, embracing digital wallets and contactless tech.

Additionally, 32% express interest in integrating digital IDs-such as passports or driving licences-into their devices, showing growing acceptance of digital identity solutions.

Smartphones are fast becoming all-in-one digital hubs for payments, identity, and personal data management.

Devices & Usage

Despite widespread smartphone use, 70% of people wish they spent less time on their devices. 1 in 4 have deleted a social media app to take a break. Gen Z and Millennials show the highest concern for digital fatigue.

Usage intensity is striking: 34% check their phones at least 50 times daily, while 15% do so over 100 times. Yet, 24% have set screen time limits, recognising the impact on sleep and social life.

Subscription Video on Demand (SVOD)

Subscription Video on Demand has become mainstream, with 74% of consumers now accessing paid digital subscriptions. Netflix continues to lead the SVOD market as the most popular streaming platform. However, overall growth in paid subscriptions has plateaued recently.

Consumer behaviour shows that nearly half of subscribers report no change in their streaming service choices, while 19% have subscribed to new streaming services.

Generational differences are notable: Baby Boomers have the lowest subscription rate at 54%, favouring traditional TV over digital streaming. With market saturation and subscription fatigue rising, the industry is increasingly exploring ad-supported and free streaming options.

Social Media & News Sources

Social media is playing an increasing role in how people get their news. However, misinformation is a growing concern. 59% see misinformation more frequently online, up from 53% in 2024 and 46% in 2023.

Despite this, TV remains the preferred news source for 54% of adults, but younger generations are shifting their habits. Nearly half of Gen Z and 42% of Millennials now use social media as their primary news platform.

This shift highlights a clear need for media literacy and fact-checking skills to combat misinformation.

Age & Regulation

Public support for protecting young people online is strong. 82% support social media platforms introducing usage limitations for those under 18, and 43% believe 16 years is the appropriate minimum age for social media access. On first phones, 59% consider ages 12-15 appropriate.

These findings align with global regulatory movements, including Australia’s ban on social media for under-16s and the EU’s Digital Services Act. This reflects a clear call for enhanced protection through platform regulation and age verification.

Key takeaways

The Deloitte Digital Consumer Trends report reveals a society navigating rapid digital transformation. Key areas include mobile payments, digital identity, streaming growth, and misinformation challenges.

These insights highlight that digital progress requires balancing innovation with wellbeing, safety, and trust.

Organisations and policymakers must prioritise consumer protection, media literacy, and responsible digital practices. This ensures technology serves all age groups effectively.