Now in its 17th year, Deloitte’s Digital Consumer Trends spotlights how real consumers engage with digital technologies and media in everyday life. This year, the UK research explores crucial digital themes against a complex landscape, such as evolving pathways for media discovery, brand-new device categories, network apathy, and views on social media, including trust, data privacy, and online safety concerns. With generative AI now firmly in mainstream use, the report also offers key insights into its adoption, examining the shift from curiosity to regular use and its profound implications for the creation and consumption of digital content. Backed by national research, DCT 2026 delivers timely, AI-driven insights for brands, platforms, and regulators seeking to understand current digital user priorities and future trajectories.
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