With technology firmly integrated into our daily lives, consumers are working to achieve balance between both its benefits and challenges. From the excitement around GenAI to growing concerns about privacy and security, a complex portrait of the modern digital consumer is the focus of Deloitte’s just-released fifth annual survey of the Connected Consumer.
The key takeaway from Deloitte? Consumers are embracing GenAI as they concurrently fight privacy and security woes.
Overall, consumers have a positive perception of their technology experiences and are increasingly embracing GenAI. However, they are determined to seek balance in their digital lives and expect trust, accountability, and transparency from technology providers.
What are the key findings from the survey?
- Digital Boundaries: While most consumers (78%) believe their digital experiences have a positive impact on their lives, they are increasingly grappling with the downsides of technology and setting more boundaries on their digital use—and that of their children.
- GenAI on the rise: GenAI usage has more than doubled over the past year. Almost 4 in 10 consumers (38%) are now using GenAI for personal, work-related, and educational tasks, and 83% of those using GenAI for work say it boosts their productivity.
- Privacy and security concerns escalate: Security incidents have increased year-over-year, with 48% of respondents saying they experienced at least one kind of security failure in the past year (up from 34% in 2023). 85% have actively taken steps to protect themselves from such incidents.
- Trust pays off: Trust is critical in a data-driven world: Consumers who trust their technology providers to protect their data spent 50% more on connected devices last year than those with low trust in their providers.
“Digital devices are an integral part of our lives and GenAI is rapidly reshaping the way we interact with them,” says Deloitte & Touche LLP Principal Jana Arbanas. “With GenAI usage doubling over the past year, it’s clear that the more consumers interact with GenAI, the more they grow to appreciate its value. At the same time, consumers are becoming increasingly discerning about the role that technology plays in their lives. Privacy and security concerns are a priority that can’t be ignored. Companies that can demonstrate a commitment to both innovation and user privacy will be the ones that thrive in this evolving digital landscape.”
On average, survey respondents report spending eight hours online daily. U.S. households spent approximately $760 on acquiring connected consumer devices in the past year, as well as approximately $175 monthly on technology subscriptions, services, and software. While 78% of consumers believe technology positively impacts their lives, there is also a rising awareness of the potential negative consequences of excessive screen time.
A Surge In GenAI Adoption
Consumers are embracing GenAI; over 38% are using it for projects and tasks or experimenting with the technology. Younger generations, particularly Gen Zs and Millennials, are at the forefront of adoption, with half saying they use or experiment with GenAI. Further, 42% of Gen Zs and Millennials who use GenAI for projects say they use GenAI at least once a day.
To view the report in full, please click here: https://www2.deloitte.com/us/en/insights/industry/telecommunications/connectivity-mobile-trends-survey.html
