Tech Habits in Transition: What Consumers Are Doing Differently in 2025

Smartphone ownership continues to rise in 2025, and with it comes a marked shift toward premiumization. Over one-third of respondents to our latest Pulse: Connected Consumer survey now own a premium smartphone, with consumers gravitating toward more-durable high-end devices. As a result, replacement cycles are getting longer, and brand loyalty is strengthening — over 60% of mobile phone owners plan to stick with their current brand when they next upgrade.

Join CCS Insight as we present insights from our latest research, conducted across the UK, the US, Germany and Spain. We'll explore how consumers are engaging with technology today, from device upgrades to AI usage and subscription service adoption.

Key topics we'll cover:

• The rise of premium smartphones and the growing popularity of Pro and Ultra models
• Strengthening brand loyalty and ecosystem-driven device ownership (Apple versus Android)
• Device ownership trends by demographic: age, gender, income, household size and more
• The growth of subscription services, including cloud storage and TV streaming
• Consumer awareness and attitudes toward AI
• Adoption of smart home devices and evolving consumer behaviour

Don't miss this opportunity to understand the latest shifts in consumer behaviour and what they mean for the tech ecosystem.