One in three Dutch consumers use generative AI tools

Dutch consumers predominantly use generative AI tools in their personal lives (65 per cent). To a lesser extent, generative AI tools are used for work (35 per cent) or education (27 per cent). The most widely used generative AI tool is ChatGPT (students: 68 per cent, working people: 43 per cent), followed at some distance by Snapchat's 'My AI' (students: 38 per cent, working people: 10 per cent).

Awareness about trustworthiness of generative AI tools is quite low

Four out of ten Dutch consumers (45 per cent) indicate they do not trust that the results that generative AI tools produce are always factually accurate. 39 per cent of Dutch consumers also question whether the responses generated are always unbiased.

One in five Dutch consumers never question the reliability and objectivity of generative AI tools. 21 per cent trust that the answers given are always factually correct. 22 per cent never doubt the objectivity of results generated by generative AI tools.

Dutch people vigilant about the impact of AI on the labour market

Dutch consumers are vigilant about the potential impact of generative AI on the labour market. Almost half of Dutch consumers who are working (46 per cent) expect that generative AI will reduce the number of jobs available in the future. 30 per cent are concerned that generative AI will also replace some of their own role in the workplace. Younger employees (18-24 years) are most concerned about this (43 per cent). Employees between the ages of 55 and 64 are least concerned about this (19 per cent).

Four out of ten consumers share subscription to streaming service

44 per cent of consumers with a subscription to streaming services Netflix, Disney+ and/or Amazon Prime share the account with someone outside their own household. If additional costs would be charged for this in the future, only 37 per cent of consumers are willing to pay extra. 24 per cent would accept having ads if the subscription costs remained the same. More than eight in ten (82 per cent) would not consider taking out a second account at full price.

"Subscription sharing outside one's household has been a thorn in the side of streaming services for years. Fierce competition in the streaming market resulting in limited profitability is forcing providers to adjust subscription forms, striking a balance between provider growth and costs for consumers," said Jan-Piet Nelissen, Partner Consulting at Deloitte.

Dutch consumers reluctant to share privacy-sensitive data

More than half of Dutch consumers are unwilling to share their browser history (53 per cent) or a digital image of their face (54 per cent) with law enforcement, if it meant they would be more effectively protected from online fraud. 46 per cent are unwilling to share the location of their phone.

More than one in three consumers (38 per cent) are also not keen on sharing health data with their doctor, such as heart rate data recorded by a smartwatch. Female consumers in particular are reluctant; only 29 per cent of women are comfortable sharing this privacy-sensitive data, compared to 44 per cent of men.

Half of Dutch consumers want insight into the CO2 footprint of digital devices

A small majority of Dutch consumers (52 per cent) believe that companies should have to disclose the carbon footprint of the devices they sell. Young people under the age of 25 (56 per cent) are particularly in favour of this. These young consumers are also most likely to trust the carbon footprint figures of technology companies (37 per cent). Older consumers are more sceptical; only one in five consumers over the age of 45 (45-54 years: 21 per cent, 55-64 years: 20 per cent, 65-70 years: 20 per cent) are confident that tech companies are truthful about their carbon footprint.

30 per cent of Dutch consumers are willing to pay extra for a device with a lower carbon footprint, a slight increase compared to a year earlier (2022: 26 per cent). Consumers under the age of 35 (35 per cent) are particularly willing to do so. Only one in five Dutch consumers (19 per cent) currently regard sustainability as a top priority when purchasing a new mobile phone. Aside from price, consumers mainly look at aspects such as battery life (36 per cent) and ease of use (32 per cent).

Research accountability

The Deloitte Digital Consumer Trends Survey is an multi-country annual survey of mobile consumer behaviour around the world. The 2023 survey comprises approximately 36,000+ respondents across 21 countries and 4 continents. The survey covers a broad spectrum of topics and zooms in on trends in the use of digital services such as subscription services, AI impact and social impact of technology.

The data are based on a nationally representative sample of 2000 Dutch consumers in the age category 18-70 years. The sample follows a country-specific quota in terms of age, gender, region and socio-economic status. The data collection took place in August 2023 and was conducted online by Ipsos MORI, an independent research firm, based on a questionnaire set from Deloitte.