Announcement
What knowledge of the metaverse do consumers have? What are the options for ad-based video streaming? Is interest in 5G growing? How do we feel about the issue of sustainability, are we ready to take on additional costs for this? Who prefers what smart devices? These questions were answered in the Deloitte Digital Consumer Trends survey.
Deloitte has been measuring consumer preferences for digital products and services for more than a decade, tracking consumer behavior throughout the history of smart devices, from the early advent of smartphones to the rise of portable speakers and the introduction of 5G. This year’s survey was conducted by surveying more than 1,000 Hungarian consumers and about 36,000 consumers worldwide, the results of which clearly show that the usage habits and needs of digital consumers are constantly changing even without major technical innovations.
Metaverse
What is new is that the concept of the metaverse is becoming more widespread: 65% of respondents have already heard about it, but only a few – 35% – have deep knowledge.
Video broadcast
Not only is the number of subscribers significant, but also the number of services per capita, and this is expected to increase further in the coming years. 52% of Hungarian consumers already have some kind of video streaming subscription and the average consumer uses two services at the same time. Ad-based video streaming services may play an increasingly important role in the future, with 29 percent of respondents interested, while it is clear that digital media adoption is already high among the older generation.
“Consumer commitment to streaming services primarily depends on the content available there, allowing consumers to easily switch between service providers and use multiple services at the same time, or even permanently cancel their subscription.” – said Chilla Gerchak, manager of technology consulting Deloitte.
5G
35% of those surveyed use 5G-enabled smartphones, but a third of those consumers see no performance improvement over 4G networks. And 12% of 5G smartphone owners do not have a suitable subscription for them. In addition, almost half of the respondents are still not interested in 5G or are not informed about this technology.
stability
97% of respondents over 18 have a smartphone, and almost all of them use it daily. This means that the smartphone is the most important device for digital consumers in Hungary. When buying a device, sustainability is now considered the third most important aspect among consumers, preceded only by battery capacity and storage space.
“While sustainability has become an important factor when buying smartphones, it is not yet so decisive that consumers even incur additional costs for it. For this to change, product manufacturers and suppliers need to take the first steps and communicate this to digital consumers. using transparent arguments.” Gabor Hossu, director of Deloitte’s technology consulting division, said.
Smart devices
Despite turbulent times and rising prices, Hungarian consumers say they want to increase rather than decrease their spending on digital devices, media and telecommunications services. Smart devices are still in high demand, with 40 percent of respondents planning to spend more on them. In the case of other market segments, the feedback also does not indicate a decrease in sales. Devices such as laptops, tablets and smartphones are in constant demand in Hungary due to new models and services due to their popularity and frequent use.
“We are seeing a clear shift in consumer preference towards devices with smaller screens and greater portability. At the same time, smart devices are increasingly accompanying us on the street, and not just at home and in the office. One in three Hungarians surveyed indicated that they would like to spend less time in front of the screen, and a group of 18-24 year olds said that they would like to change this in the largest proportion. In other words, we can state that we are fighting digital fatigue and this is already manifesting in the younger age group. Marton Bacos, senior manager at Deloitte’s technology consulting division, said.
The full text of the Digital Consumer Trends survey is available here.
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