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Dutch Digital Consumer Trends

Adoption of Digital Services and Devices Hitting a Ceiling

New Deloitte consumer survey reveals many digital segments are approaching a plateau.

The digital consumer device and services market in the Netherlands has reached a point of maturity, with growth engines showing signs of slowing down. This is one of the key takeaways from the Deloitte Digital Consumer Trends Survey, which gathered insights from 2,000 people in the Netherlands. The 2024 edition of the report also highlights the rising popularity of Generative AI in the Netherlands and its increased professional use. Dive into the full report and explore our sector perspectives for telecom, media and entertainment to uncover the trends shaping the future. 

Insights Digital Consumer Trends

 

Some findings from the research:

  • Adoption of digital devices plateauing: The device market in the Netherlands is becoming increasingly saturated, with 44% of consumers not planning to buy a new device within the next 12 months. While ownership of smartwatches, which had been rising, appears to have plateaued, there is still some growth in smart home device adoption. However, the survey suggests this market is also maturing quickly.
  • Generative AI: curiosity and caution: The adoption of generative AI is on the rise, with 42% of adults having used these tools, reflecting a 15 percentage-point increase from the previous year. Despite this enthusiasm, there's a growing awareness of challenges, such as the potential for biased information.
  • Valuing loyalty rewards over speed: Almost 40% of respondents don’t know how fast their Internet connection is, highlighting that speed isn’t a differentiator for many consumers. When asked what would encourage them to switch mobile network providers, more respondents (20%) selected loyalty rewards over better coverage (16%) or higher speeds (16%).
  • Longer device lifespan: The survey found that nearly half of the smartphones in use in the Netherlands are at least 4.5 years old, emphasizing that many people no longer feel the need to have the latest and greatest handset. Additionally, one in three Dutch consumers now use a second-hand digital device. From a sustainability perspective, the reduced interest in new devices is encouraging.
  • Stable market and price sensitivity: The subscription market is maturing quickly, with 50% of consumers not planning to change their subscriptions in 2024. Furthermore, price increases are prompting people to cancel subscription video-on-demand services.

Click here to explore the full report, which also includes insights into consumers' views on digital privacy, sustainability, and attitudes towards news.

Implications for Telecom, Media & Entertainment 

 

The sector-specific analyses explore the implications of the research findings, identifying both opportunities and challenges within telecom, media and entertainment.

For telecoms, the research findings emphasise the growing gap between the supply of broadband capacity and demand. Explore further insights and implications here.

In the media and entertainment sector, the survey provides insights into the subscription market, news consumption, and consumer perceptions of generative artificial intelligence (GenAI). It examines how media companies can utilise GenAI for efficient content creation while ensuring transparency and quality to build trust. Discover more insights and implications here.

About the Digital Consumer Trends 

 

The Digital Consumer Trends Survey is designed to provide the telecom, media and entertainment industry a comprehensive understanding of what Dutch consumers think about digital products and services. With over 2.000 participants, this study delves into a range of topics from devices and connectivity to subscriptions and emerging technologies. By understanding these trends, businesses can better align their strategies with consumer needs and expectations.

This year's report features a country comparison with Italy, the United Kingdom, Belgium, Sweden, Denmark, and Norway.

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