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Digital Consumer Trends 2026

Ireland edition: A window into digital life across technology, media, connectivity, AI and our online habits.

Digital technology is deeply embedded in Irish life, shaping how we communicate, consume content, and manage our finances.

Our Digital Consumer Trends report looks at digital usage and reveals key insights into smartphone adoption, digital fatigue, streaming habits, news consumption, and growing concerns about youth safety online.

In the following videos, Colm McDonnell, John Kehoe, Lynn Guilbaud and Lorraine Griffin share highlights on topics from the Digital Consumer Trends 2026 report, including technology, media, connectivity, AI and our online habits.

Key stats from the Digital Consumer Trends 2026 report

64%

of adults have used GenAI between 2023 and 2025

46%

of those using Gen AI for work are actively encouraged to do so by their company

28%

of consumers believe its outputs are always accurate, and 27% see them as unbiased

Workforce: Training and Integration

GenAI use at work is rising, but adoption isn’t even across age groups. 83% of Gen Z say they’ve used GenAI tools, compared with 57% of Gen X, pointing to a "two-speed" workforce.

This gap matters because it can widen differences in productivity and confidence. Organisations can close it with practical AI fluency programmes that support both advanced users and late adopters, so capability grows across every cohort-not just the early movers.

Workforce: Usage and Regulation

Support from employers is growing fast. 46% of people now work in organisations that actively encourage AI use-nearly double the 2024 figure.

But there’s still a clear "policy vs. practice" gap. Only 19% say they have no guidance or policies (down from 90% in 2024), yet 65% still use free or self-paid AI tools, while just 35% say their employer funds enterprise solutions.

To get value from GenAI-while protecting data and managing risk-organisations need clear rules, strong governance, and secure platforms people can use with confidence.

Accuracy and Trust

Trust is rising, but not always for the right reasons. Nearly 28% believe AI-generated content is always factually accurate, and 27% think it is unbiased-assumptions that can create real exposure in workplace use.

A practical response is to build "verify-first" habits into everyday workflows: treat GenAI outputs as a starting point, not the final answer, and add checks for accuracy, bias, and accountability.

Personal Usage and Daily Integration

GenAI is becoming part of everyday life. Usage has nearly doubled in two years, rising from 33% in 2023 to 64% in 2025.

Three in four people use GenAI personally, including 42% who use it for work and 36% for education. Adoption is highest among Gen Z and Millennials (over 75%), compared with just over half of Gen X and about a third of those aged 60 to 75.

This consumer-driven growth shows rising comfort with AI tools-and faster integration into both personal routines and professional habits.

Job Security

Concerns about jobs are widespread, but more nuanced than simple "replacement". 68% believe GenAI will reduce job numbers, but not eliminate roles-suggesting job change and role redesign, rather than roles disappearing altogether.

There’s also a generational "optimism gap": Boomers worry about job losses broadly but feel less personally threatened, while Millennials report stronger concerns.

To manage this transition, organisations should be clear about how work will evolve, position GenAI as a tool that augments skills, and invest in transparent reskilling programmes that help people adapt with confidence.

Active and Passive Usage

GenAI use is also becoming more frequent. Daily usage has jumped from 2% in 2023 to 11% in 2025. Today, 64% actively use GenAI tools, while 80% passively engage with AI through experiences like web search summaries and AI-generated social content-often without noticing how much AI is shaping what they see.

As AI moves toward agentic AI (where systems take more autonomous actions), organisations will need "human-in-the-loop" governance-meaning people still review, approve, and remain accountable for outcomes.

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 trends in digital usage and consumer behaviour in Ireland

Digital Consumer Trends 2026

Discover comprehensive insights into how digital technology is shaping consumer behavior, preferences, and concerns across Ireland.