KPMG 2024 Telecom Consumer Survey

As carriers embrace GenAI, how they engage customers is key, data privacy hinges on trust, and cost is still a factor for consumers.

Highlights include:

• Framed with GenAI integrating into phones, we asked if people were more concerned than last year about what their carrier does with data they collect from their phone. 64% expressed greater concern, with 27% neutral on the subject.
• When asked specifically about their comfort level chatting with an AI chat bot, 38% said they would be okay using a bot that clearly understood and resolved their specific question without any issues. While some respondents are not comfortable dealing with a chat bot, others would be fine with using a chat bot if it saved them time or money, or if repeat issues were elevated to a real person.
  
• Over the next 6 months, 35% of those surveyed don’t foresee making changes to their wireless plan. However, 26% plan to delay their phone upgrade, which is identical to last year’s survey and may indicate continued budgetary constraints for many customers when it comes to big ticket items.