Skip to main content

Digital Consumer Trends 2024

The UK Cut: Measuring what matters in tech, media and telecoms

Digital Consumer Trends is designed to dispel hype. Now in its 15th year, the survey measures our adoption and interaction with tech, media and telecoms. This year we tackle “era of enough”, and explore how companies can thrive in post-growth markets. From devices, to streaming, connectivity, subscriptions, misinformation, and of course Generative AI – Digital Consumer Trends is a pulse of real people.


of people have used Gen AI for work


don't plan to buy a new device this year


think companies overstate their "green" image


have recognised online misinformation in the last year

Key findings

Generative AI

Generative AI is a ground-breaking technology with the potential to revolutionize industries and reshape business models. In this report, we explore how Generative AI is impacting consumers beyond the industry bubble. Discover how people are using this innovative technology, how frequently they engage with it, and, most importantly, whether they trust it despite its potential shortcomings.

Download >

Video on demand

Subscription video on demand (SVOD) services have long been mainstream in the UK market, following years of strong growth in adoption, but elements of the business model are challenged. The proportion of people using SVOD has peaked; over a third of SVOD users are sharing a subscription outside of their home or are using another household’s subscription; churn has risen for the third year running.

Download >

Download the UK deck

Is Gen AI a productivity hack? Do you have enough devices yet? Will you cancel your video subscription if you can’t share it? Is tech serious about sustainability? Can you identify fake news? From rich content to the devices, we consume it on, explore how humans shape their digital worlds.