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7 digital media consumption trends in 2024 [New data]
The rise of digital dependency and eco-conscious consumers
July, 19 2024
11min
It’s no secret that we love our devices. From checking emails non-stop to binge-watching Netflix, our lives are deeply intertwined with our gadgets. But with recent (and rapid) tech advancements erupting daily, the way we consume media is constantly changing.
From the rise of AI to the growing popularity of audio entertainment, keeping pace with new trends can feel overwhelming. Luckily, we’ve got you covered. Stay relevant and in the loop with these 7 digital consumption trends to watch in 2024.
Spoiler alert: The younger generation expects more sustainable, user-friendly technology to fuel their digital habits.
Key takeaways
37% of people (including 47% of 25-34-year-olds) are comfortable purchasing used tech.
Smartphones, TVs, and computers are the most commonly owned devices, with 91% of people owning a cell phone, 86% owning a TV, and 83% owning a computer.
Everyday dependency on devices continues to grow, with 36% of people across 5 countries using at least 5 devices regularly.
Social media trends amplify the demand for inclusive content, with 40% of users following content creators to learn about different cultures.
Sentiment around artificial intelligence (AI) is mixed — 54% of peopleare excited about its benefits, and 52% are nervous about its implications.
1. Younger generations are more likely to purchase second-hand tech
Younger generations are passionate about more than just resurrecting 90s trends, like baggy jeans or colored hair. Millennials and Gen Z are deeply invested in social and environmental justice — even more so than their predecessors.
Nearly half (47%) of the people in the 25-34 age group are comfortable purchasing pre-owned tech. Other age groups are close behind, with 44% of 16-24-year-olds and 43% of 35-44-year-olds also showing positive sentiment for used tech.
Looking beyond younger generations, 37% of the global market is comfortable purchasing refurbished tech.
These second-hand solutions are good for your budget, reduce waste, and lessen the environmental impact of new production and consumption.
According to the French Environment and Energy Management Agency, refurbished smartphones generate 91.6% fewer carbon emissions, use 86.4% less water, create 89% less e-waste, and use 91.3% less raw materials compared to new smartphones.
Key takeaway: There’s a growing need for sustainable technology solutions in the marketplace.
Impact of refurbished smartphones
91.6% fewer carbon emissions
86.4% less water
89% less e-waste
91.3% fewer raw materials
2. Smartphones, TVs, and computers dominate in modern homes
When it comes to device ownership in modern homes, this trio reigns supreme: smartphones, TVs, and computers.
Cell phones are particularly important to the modern consumer, with 91% of people owning at least 1 mobile phone.
TVs and computers are not far behind. 86% of people claim they own at least 1 TV, and 83% own a personal computer or laptop.
But it’s not just about having the latest tech. These 3 devices are woven into the everyday lives of global consumers — especially their cell phones.
Of the people who own a cell phone, 89% of those devices are smartphones. These gadgets connect users to various services like movie streaming, social networking, e-commerce services, smart home devices, and more.
This blurs the lines between different devices and enhances convenience and efficiency for users across all household gadgets.
Key takeaway: Smartphones, TVs, and computers are essential components of modern households, highlighting the growing influence of technology in everyday life.
3. Everyday dependency on devices continues to grow
If you’re reading this, you’re using some kind of digital device. And it’s likely not the only device in your possession.
According to new Back Market Data, 36% of people across 5 countries use at least 5 devices regularly, specifically 3 times a week or more. Lower that number to 3-4 devices, and the statistic jumps to 41%.
This trend is even more prevalent in Germany, where 53% of people use 5 or more devices 3 times a week.
People have come to depend on their devices for communication, digital entertainment, productivity, and other everyday tasks. In fact, a DataReportal study shows a steady year-over-year increase in internet users from 2014 to 2024.
They identified 5.35 million total internet users at the start of 2024, 97 million more people than in 2023. That’s 66.2% of the global population — and counting.
Why is the population so drawn to the internet? According to Deloitte, it’s where people find enjoyment and community.
This is especially true when it comes to activities like:
Gaming
Listening to music
Watching user-generated content
Streaming shows or movies
Listening to podcasts
According to Deloitte data, 50% of Gen Z and Millennials agree that online experiences are a meaningful replacement for in-person interactions. And while only 19% of older generations feel the same way, online connections are clearly a priority according to digital consumer trends.
Key takeaway: People are becoming increasingly reliant on their devices for everyday tasks. This dependency is likely to continue to grow as technology advances and becomes even more integrated in daily life.
4. Social media amplifies the demand for inclusive content
Social media platforms offer more than just digital entertainment. They are also shopping and money-making channels dominated by influencers.
An influencer is someone with a significant following on social media, typically related to a specific interest or niche. They often collaborate with brands to promote products or services through sponsored content or partnerships.
DataReportal cited over 5 billion social media identities in January 2024. And according to Deloitte, a one-size-fits-all approach to representation won’t cut it for these billions of modern media users.
Consumers (especially those from underrepresented communities) prefer to follow influencers who share similar backgrounds and values. This includes 46% of Black social media users who say they’re more likely to seek out creators who look like them. Similarly, 60% of multiracial, Black, Hispanic/Latinx, and LGBTQIA+ consumers say they gravitate towards creators who align with their values, compared to 47% of all consumers.
This also extends to include the whole social media population. Out of the 3,517 people surveyed by Deloitte, 40% said they follow influencers to learn more about different cultures.
As our global population becomes more diverse, and more inclusive, it’s important to address these digital consumer trends. That means working with and uplifting content creators across diverse cultures, sexual orientations, gender identities, and beyond.
Key takeaway: Diversity and inclusion in the digital space cannot be ignored. This is especially true of social media, where billions of people are actively seeking diverse creators every day.
5. AI reshapes digital media, but concerns linger
AI, specifically generative AI, has reshaped how content is created, distributed, and consumed across multiple platforms. Even if you think you’re not using AI regularly, you probably are.
Consider this: Have you scrolled through any social media platforms lately? According to Hootsuite, machine learning powers all social media algorithms.
These algorithms analyze data to understand user interests, effectively curating content that’s more likely to resonate with each user. While this hyper-personalization and convenience is a bonus, creating media with AI has led to questions of authenticity and plagiarism.
The pros and cons of AI leave the world with mixed feelings. According to Global Advisor, 54% of people believe AI has more benefits than drawbacks and are excited by this digital media trend, while 52% of people are still nervous about AI.
Those in favor of AI often emphasize its capacity to streamline processes, enhance productivity, and improve decision-making. They see AI as a tool for innovation, capable of tackling complex problems in healthcare, finance, transportation, and beyond.
On the other hand, opponents of AI express concerns about how it will impact job security, privacy laws, biases in the algorithms, and the ethical implications of autonomous decision-making. They worry that AI could worsen social and economic gaps and give too much control to a small group of people while limiting freedom and creativity.
Key takeaway: New technology will continue to rise in the coming years. It’s up to consumers and corporations to use AI where it serves them, while balancing the potential drawbacks.
6. The exploding popularity of audio entertainment
While TVs remain a popular household device, audio entertainment offers a more portable and flexible way to consume content. This flexibility explains why more of the world is turning up the volume on audio entertainment.
Multiple studies confirm this trend, including a year-over-year analysis by Edison Research. Daily audio consumption renewed traction in 2021 with over 4 hours of daily listening.
As of Q3 2023, Americans spent 4 hours and 11 minutes per day consuming audio content. This is roughly the same amount of time as when the study began in 2014.
And while the amount of time listening remains steady, Deloitte predicts a significant uptick in the number of people tuning in.
This extends beyond the US to include staggering global monthly averages: over 1.7 billion global podcast listeners, 270 million audiobook listeners, 750 million streaming music subscribers, and 4 billion radio listeners.
Why the exploding listenership? This is partly due to the pandemic. For example, reading saw an uptick during the first months of the COVID-19 pandemic. Once the world returned to more normal operations, readers turned to audiobooks to continue their hobby while still accomplishing other daily tasks.
This is also true of other forms of listening, like music streaming and podcasts, which are perfect companions for commuting, walking the dog, cleaning, and even working.
Key takeaway: Audio entertainment like podcasts, audiobooks, and music streaming is on the rise, with significantly more global listeners predicted for 2024.
7. Growing emphasis on sustainable consumption practices
In 2024, consumers are using their paychecks to back up their personal values. This includes a growing emphasis on sustainable spending.
Recent Back Market data highlights 3 key ways people are altering their digital consumption habits to benefit the planet: 53% of individuals are extending the lifespan of their devices, 49% are opting for more energy-efficient models, and 44% are responsibly recycling old tech.
Eco-friendly consumer habits
53% Extend a device’s lifespan
49% Choose energy-efficient models
44% Responsibly recycle tech
These actions signal that not only do consumers care about their carbon footprint — they’re willing to change old habits in favor of more environmentally friendly practices. And this is even more prevalent among the younger generations.
People in the 16-24 age group are increasingly vocal about environmental issues. And they’re more likely than older generations to believe their purchasing decisions make a difference.
However, many people in younger age groups report the need for more affordable, sustainable tech options. Luckily, there’s an option for the eco-conscious consumer.
Refurbished devices are like-new products that have been professionally tested and repaired, so they’re more affordable and eco-friendly than new tech.
Compare refurbished devices to used tech, and you’ll also find that refurbished options are more reliable due to their rigorous testing. That’s a win for people and for the planet.
As you consider how these digital consumption trends impact your own habits, try to make conscious choices that align with your values and priorities.
One way to do this is by opting for sustainable alternatives when upgrading your devices. With Verified Refurbished tech, you can upgrade your gadgets while reducing electronic waste and supporting a more circular economy.
Methodology
Ipsos conducted a survey commissioned by Back Market to gain insight into consumer technology and consumption habits. The study’s objective was to pinpoint overarching patterns and trends in demographic and attitudinal behavior across 5 countries: Spain, France, Germany, the UK, and the US.
Target
The general public, between the ages of 16-74 years old, selected using the quota method
A representative sample of the population of each country (criteria and sources based on official national data: gender, age and socioeconomic category)
Data collection
Sample achieved: 2,000 interviews per country (10,001 interviews in total)
Online (CAWI): from the online Ipsos panels
Questionnaire length: 15 min (15-20 questions)
Master questionnaire in English translated in 3 languages, French, Spanish and German
Working with a partner translation agency
Translated questionnaires reviewed by our colleagues from each country surveyed
Statistical analysis
Weighting (method: Rim Weighting)
Based on official national data: gender, age, region and socioeconomic category