Dutch Digital Consumer Trends
Key insights from 2,000 Dutch consumers across devices, connectivity, GenAI, and online behaviour
Deloitte's Digital Consumer Trends examines how Dutch consumers use digital technologies and media in their daily lives. The research reveals a nuanced picture: generative AI is entering mainstream use, rising 5G network accessibility, and wearables are gaining adoption. Simultaneously, consumers are actively stepping back from digital life and have rising concerns about trust and online safety. This dual movement reflects a maturing consumer base that demands both innovation and responsibility—a critical shift that presents new opportunities for telecom, media, and entertainment leaders.
Understanding these trends helps leaders who are seeking to align their strategies with consumer expectations. Our comprehensive research offers insights to help you make informed strategic decisions in an increasingly complex digital environment.
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Five insights Digital Consumer Trends
- GenAI adoption rises, while trust is fragile: Generative AI has moved from emerging technology to mainstream tool. 61% of Dutch consumers have now used GenAI, while 73% report passive encounters. Yet only 20% believe GenAI is unbiased and 58% would be less inclined to use AI‑only customer service.
- Workplace adoption is growing, yet governance risks are material: Despite 52% of employees using GenAI for work, 53% use unapproved free tools and 23% report no company policy. This creates significant data security and compliance risks for organisations as employees bring consumer tools into professional contexts without proper governance.
- Attention reclaimed: consumers take control of their digital lives: 51% turning off notifications, 21% deleting a social app, with Gen Z leading this movement. Simultaneously, there is strong public support for digital regulation, with 62% of consumers supporting a social media ban for children under 16 years old and 82% backing secure age verification methods. This shift signals a maturing consumer base that values digital wellbeing and responsible technology use.
- The invisible network: 5G growth, high satisfaction and low awareness: 5G access surged to 73% in just one year, and 24% of consumers use mobile as their primary connection. The Netherlands ranks second in Europe for always-available 5G coverage. Yet here's the paradox: 36% of Dutch consumers don't even know their internet speed. Consumers are satisfied (84%), and connectivity has become an invisible utility.
- Price sensitivity driving subscription churn: 49% of subscription cancellations are price-related, with younger generations showing lowest loyalty (Gen Z: 43% subscribed, 20% canceled). The market shows moderate churn with consumers actively managing subscription portfolios based on value perception.
About the research
The Digital Consumer Trends Survey provides a comprehensive understanding of Dutch consumer behaviour, enabling telecom, media, and entertainment leaders to identify opportunities, anticipate market shifts, and align their strategies with evolving consumer expectations.
With over 2,000 Dutch consumers, aged 18-75, the study covers five research areas: Generative AI, Devices, Networks, Subscriptions, and Online behaviour. Throughout the report, insights are segmented by generation, Gen Z, Millennials, Gen X, and Baby Boomers, to reveal how digital adoption and preferences vary across age cohorts. The report features a country comparison with Italy, the United Kingdom and Portugal.
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Explore the key insights: Download our preview report to see highlights from all research areas and understand the breadth of this comprehensive study.
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