Generative AI Leads New Wave of Tech Adoption

Consumers Revamp Their Digital Spending

Aside from generative AI, other new technologies and services, such as wearable devices and 5G, are being steadily adopted by consumers, despite the cost of living crisis. Usage of smart watches, for example, is rising rapidly, with penetration having more than doubled since 2020 to 34%. There is a growing appetite for wearable tech that can capture personal data, illustrated by the fact that more than half of Dutch consumers now track their number of steps, while 31% track their heartbeat and 23% their sleeping patterns.

At the same time, many consumers are looking for ways to lower their digital expenditure – the survey found that 44% of Netflix, and Disney+ and/or Amazon Prime subscribers share their accounts with other households.