One in three Dutch consumers use generative AI tools


Almost one in three Dutch consumers (29 per cent) use generative AI tools at some point in their daily lives. About half of this group uses them at least once a month. ChatGPT is by far the best known and most used generative AI tool. This is according to the Deloitte Digital Consumer Trends Survey 2023, which shares insights on consumer use of digital technologies and services. The survey additionally shines light on Dutch consumers' attitudes towards digital developments, sustainability and privacy.

Dutch consumers predominantly use generative AI tools for private purposes (65 per cent). To a lesser extent, generative AI tools are used for work (35 per cent) or study/school (27 per cent). The most frequently used generative AI tool is ChatGPT (students: 68 per cent, employees: 43 per cent), followed at some distance by Snapchat's 'My AI' (students: 38 per cent, employees: 10 per cent).

Awareness about reliability of generative AI tools is quite low

Four in 10 Dutch consumers (45 per cent) indicate that the results derived from generative AI tools are not always factually correct. 39 per cent of Dutch consumers also sometimes question the objectivity of the results generated.

One in five Dutch consumers never question the reliability and objectivity of generative AI tools. 21 per cent trust that the answers given are always factually correct. 22 per cent never doubt the objectivity of results generated by generative AI tools.

Dutch vigilant about impact of AI on labour market

Dutch consumers are vigilant about the potential impact of generative AI on the labour market. Almost half of working Dutch consumers (46 per cent) foresee jobs disappearing in the future due to generative AI. 30 per cent fear that generative AI will also reduce their own role at work. Younger workers (18-24 years old) are the most worried about this (43 per cent). Workers aged 55-64 are least worried about this (19 per cent).

Four in ten consumers share subscription to streaming service

44 per cent of consumers with a subscription to streaming services Netflix, Disney+ and/or Amazon Prime share the account with someone outside their own household. If additional fees were charged for this in the future, only 37 per cent would be willing to pay them. 24 per cent would accept ads, if this means the subscription costs remain the same. More than eight in 10 (82 per cent) see nothing wrong with a second account at full price.

"Sharing subscriptions outside one's household has been a thorn in the side of streaming services for years. The stiff competition in the streaming market resulting in limited profitability is forcing providers to adjust subscription forms, striking a balance between provider growth and costs for consumers," said Jan-Piet Nelissen, Partner Consulting at Deloitte.

Dutch consumers reluctant to share privacy-sensitive data

More than half of Dutch consumers are unwilling to share their search history (53 per cent) or a digital recording of their face (54 per cent) with the government if there is better protection against online fraud in return. 46 per cent do not see sharing phone location data.

More than one in three consumers (38 per cent) also do not see sharing health data with a doctor, such as heart rate data recorded by a smartwatch. Interestingly, female consumers in particular are reluctant; only 29 per cent of women are comfortable with sharing this privacy-sensitive data, compared to 44 per cent of men.

Half of Dutch consumers want insight into carbon footprint of digital devices

A slight majority of Dutch consumers (52 per cent) think companies should disclose the carbon footprint of the devices they sell. In particular, young people under 25 (56 per cent) are in favour of this. These young consumers are also the most confident that tech companies will share honest carbon footprint figures (37 per cent). Older consumers are more sceptical; only one in five consumers aged over 45 (45-54: 21 per cent, 55-64: 20 per cent, 65-70: 20 per cent) are confident that tech companies will share honest figures on the carbon footprint of devices.

Three in ten Dutch consumers (30 percent) are willing to pay extra for a device with a lower CO2 footprint, a slight increase compared to a year earlier (2022: 26 percent). Consumers under the age of 35 (35 percent) are particularly willing to do so. It is striking that only one in five Dutch consumers (19 percent) currently cite sustainability as a top priority when purchasing a new mobile phone.Regardless of price, consumers mainly look at aspects such as battery capacity (36 percent) and ease of use (32 percent).


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