The June 2025 Deloitte study surveyed about 3,500 US consumers to map how digital life is changing daily habits. This large survey gave clear signals about what people expect from the brands that power their apps and services.<\/p>\n\n\n\n
Survey results show that security<\/strong> et transparency<\/strong> now shape choices more than price alone. The data revealed specific gaps in how companies collect and protect personal information.<\/p>\n\n\n\n Many consumers said they want clearer controls and honest policies. A notable percent of respondents flagged data handling as a top decision factor when choosing providers.<\/p>\n\n\n\n Brands that act on these findings can gain an edge. Building real accountability and emphasizing privacy will help firms stand out as the market grows more complex and competitive.<\/p>\n\n\n\n Over two decades of Deloitte research show how people\u2019s expectations for digital services have steadily shifted. Analysts at the Deloitte Center for Technology, Media & Telecommunications tracked changes in how users weigh privacy, clarity, and account control.<\/p>\n\n\n\n Susanne Hupfer, a research manager with more than 20 years in technology strategy and thought leadership, notes that this change did not happen overnight. It grew as platforms expanded and as more consumers learned to compare policies and features.<\/p>\n\n\n\n Our latest report and related survey work found that participants evaluate providers more critically. A growing percent now treats integrity as a core part of the experience rather than an afterthought.<\/p>\n\n\n\n “Companies that prioritize integrity will hold an advantage as expectations rise,”<\/em> says Susanne Hupfer.<\/p>\n<\/blockquote>\n\n\n\n Financial metrics reveal a powerful link between brand reliability and how much people spend on devices and services.<\/p>\n\n\n\n Economic Value of Trust<\/em><\/p>\n\n\n\n Our survey<\/strong> shows a clear split: respondents aligned with trusted trailblazers spend 62% more annually on tech devices and 26% more monthly on tech services than those aligned with slow movers.<\/p>\n\n\n\n That gap turns perceived security into measurable value. When companies handle personal data responsibly, consumers buy more often and stick around longer.<\/p>\n\n\n\n Impact on Brand Spending<\/em><\/p>\n\n\n\n Survey respondents report that loyalty and higher spending follow visible steps to protect data and explain policies.<\/p>\n\n\n\n “Brands that show clear responsibility for data often see stronger loyalty and revenue,”<\/em> our report finds.<\/p>\n<\/blockquote>\n\n\n\n Across platforms, generative AI is moving from curiosity to habit, influencing how users complete tasks and consume media.<\/p>\n\n\n\n Fifty-three percent of consumers<\/strong> are now experimenting with or using generative AI regularly, up from 38% in 2024.<\/p>\n\n\n\n That shift changes the value people expect from apps and services. Users want faster workflows and smarter recommendations, but they also care about how their data is handled.<\/p>\n\n\n\n Our survey of consumers surveyed shows innovation drives growth, yet respondents flag privacy and security as top needs. Brands that add AI-driven features must build clear safeguards.<\/p>\n\n\n\n “Adoption of AI forces companies to rethink digital security and brand loyalty,”<\/em> the survey notes.<\/p>\n<\/blockquote>\n\n\n\n Nearly half of respondents now report a breach or hack within the past year, signaling rising alarms about online safety.<\/p>\n\n\n\n That 47 percent figure makes privacy more than a buzzword. In our survey, 70 percent of respondents said they worry about data privacy, up from 60 percent a year earlier.<\/p>\n\n\n\n Businesses must respond<\/strong> with clear, consistent practices that show how platforms protect people and their information.<\/p>\n\n\n\n “Users judge platforms by how they handle breaches and whether they give people real control,”<\/em> respondents indicated in the survey.<\/p>\n<\/blockquote>\n\n\n\n When new capabilities work smoothly inside familiar devices, many people see that as real innovation. Our survey shows this is not just perception\u201461 percent of consumers using gen AI-embedded apps report higher satisfaction.<\/p>\n\n\n\n Seventy-four percent of users with gen AI-enabled devices rate their providers as leaders in innovation and growth. Those respondents link frequent use of intelligent features to higher spending and loyalty.<\/p>\n\n\n\n Integration matters:<\/strong> buyers look for tools that fit existing services without adding friction. They also expect companies to pair new features with strong privacy and security measures.<\/p>\n\n\n\n “Innovation alone is not enough\u2014practical, protected features win,”<\/em> many users said in the survey.<\/p>\n\n\n\n More Americans say they will switch services unless they can easily see and manage what data is shared. The gap between expectation and reality shows in one clear figure: only 20 percent<\/strong> of those surveyed feel tech providers are very clear about data collection and use.<\/p>\n\n\n\n Consumers want practical tools that let them view, edit, and remove personal information. Brands can add in-app dashboards and simple privacy toggles to give that ability.<\/p>\n\n\n\n Easy controls<\/strong> reduce friction and can boost spending as users feel more confident using services. Our survey links clear controls to higher engagement and perceived innovation.<\/p>\n\n\n\n Short, plain-language notices beat long legal documents. Companies should use layered disclosure: a one-line summary, a short list, and full details for those who want them.<\/p>\n\n\n\n Brands that adopt these practices<\/em> position themselves for growth and stronger relationships with consumers who increasingly protect their digital lives.<\/p>\n\n\n\n Global food buying habits are shifting as shoppers weigh health and planetary impact alongside cost.<\/p>\n\n\n\n PwC surveyed 21,075 consumers across 28 countries in early 2025 to map these changes. The research shows people mix convenience, price, and environmental concern when making food decisions.<\/p>\n\n\n\n Key finding:<\/strong> today, 62 percent of respondents list ultra-processed foods or pesticide use as a top concern.<\/p>\n\n\n\n That percent often outweighs interest in price or brand loyalty. Still, the data also reveals limits: rising living costs and patchy access keep many from buying healthier options.<\/p>\n\n\n\n What this means for businesses:<\/em> brands must add clearer origin labels and nutrition details. Companies that adapt product lines and communicate openly will meet new expectations among consumers and can drive sustainable growth.<\/p>\n\n\n\n “Shoppers want healthy, transparent choices, but affordability remains a barrier.”<\/em><\/p>\n<\/blockquote>\n\n\n\n Many households juggle higher bills and the desire for nutritious meals when they make grocery decisions.<\/p>\n\n\n\n Our survey shows 51 percent of respondents will switch brands for better value for money. That percent highlights how price drives daily choices more than brand loyalty.<\/p>\n\n\n\n Among consumers, survey respondents report practical ways to save: choosing store-branded goods, stretching ingredients, and using leftovers more often. These modest changes add up and shape platform and delivery usage.<\/p>\n\n\n\n Businesses that combine affordability and clear value win more loyal buyers. Brands<\/strong> that offer convenient, healthier options at lower cost can increase spending and growth without alienating price-sensitive shoppers.<\/p>\n\n\n\n Half of the people surveyed<\/em> say they are financially coping, which alters how they interact with digital platforms and food tools. Companies must design services that meet both convenience and budget needs.<\/p>\n\n\n\n “Meeting real-life budget needs while preserving aspiration is how brands keep growth and loyalty.”<\/em><\/p>\n<\/blockquote>\n\n\n\n A growing number of users rely on apps and wearables to translate daily signals into choices about sleep, diet, and exercise.<\/p>\n\n\n\n Seventy percent of consumers now use at least one healthcare app or wearable, and the average person uses three different technologies for health management. These tools<\/strong> help people track habits and make smarter decisions about food and movement.<\/p>\n\n\n\n Our survey shows that social media and digital platforms often guide personalized nutrition tips and workout plans. Many respondents say they discover routines and community support through media channels.<\/p>\n\n\n\n “Well-designed tools make wellness easier to maintain,”<\/em> many respondents noted in the survey.<\/p>\n<\/blockquote>\n\n\n\n Loyalty grows when companies connect helpful services with clear, everyday benefits. Use simple, data-driven choices to make each interaction feel personal and useful.<\/p>\n\n\n\n Start with small, relevant signals: past purchases, app activity, or responses from a recent survey. Use those signals to deliver timely offers and helpful reminders.<\/p>\n\n\n\n Practical personalization<\/strong> reduces friction and lifts spending over time. Make settings easy so users can control what the platform uses.<\/p>\n\n\n\n Half of the consumers surveyed say food makers should improve nutrition. Brands can act by reformulating products, adding clear labels, and highlighting healthier swaps.<\/p>\n\n\n\n Small changes matter:<\/em> clearer ingredient lists and portion guidance drive better choices and repeat purchases.<\/p>\n\n\n\n Top-performing CPG companies are 1.2 times as likely to work with healthcare, logistics, and other adjacent industries.<\/p>\n\n\n\n Partnerships add convenience and expand value. For example, combining delivery platforms with health apps helps users save time and make smarter food decisions.<\/p>\n\n\n\n “Brands that pair personalization with clear practices and strong security see the most durable growth.”<\/em><\/p>\n<\/blockquote>\n\n\n\n Fast-moving innovation can create a gap where practical protections lag behind fresh capabilities.<\/p>\n\n\n\n Our research finds that 69 percent<\/strong> of consumers feel the pace of technology growth outstrips companies’ ability to ensure adequate security. That percent highlights real risk for brands that prioritize speed over safeguards.<\/p>\n\n\n\n To protect value and long-term growth, companies must show they treat privacy and data protection as core design goals, not afterthoughts. Clear actions\u2014like simple controls, regular audits, and public roadmaps\u2014help close the gap.<\/p>\n\n\n\nThe Evolution of the Consumer Trust Trend<\/h2>\n\n\n\n
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Why Trust is the New Competitive Differentiator<\/h2>\n\n\n\n
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The Impact of Generative AI on Digital Experiences<\/h2>\n\n\n\n
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Rising Concerns Regarding Data Privacy and Security<\/h2>\n\n\n\n
Addressing Digital Security Failures<\/h3>\n\n\n\n
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How Consumers Evaluate Tech Provider Innovation<\/h2>\n\n\n\n
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The Growing Demand for Transparency and Control<\/h2>\n\n\n\n
Empowering Users with Data Control<\/h3>\n\n\n\n
Clear Communication Practices<\/h3>\n\n\n\n
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Shifting Values in the Global Food Ecosystem<\/h2>\n\n\n\n
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Balancing Affordability with Aspirational Choices<\/h2>\n\n\n\n
Managing Cost-of-Living Pressures<\/h3>\n\n\n\n
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The Role of Technology in Personal Wellness<\/h2>\n\n\n\n
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Strategies for Building Lasting Brand Loyalty<\/h2>\n\n\n\n
Personalizing the Customer Journey<\/h3>\n\n\n\n
Enhancing Nutritional Value<\/h3>\n\n\n\n
Partnering for Ecosystem Growth<\/h3>\n\n\n\n
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Navigating the Gap Between Innovation and Responsibility<\/h2>\n\n\n\n
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