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This report identifies and analyzes key findings from Ovum's 2019 Digital Consumer Trends to Watch survey, conducted among 6,201 consumers in six markets: China, France, Germany, Spain, the UK, and the US.


  • The proportion of consumers that understand AI and see it as a positive development has increased to 40% in our 2019 survey. This is encouraging, as this group will be the early adopters of AI services and devices.
  • Voice control is the main way that AI assistant users access music services (48%), displacing other forms of control or significantly reducing reliance on alternatives. There is a similar trend in the use of voice control for other services.
  • The survey reveals 43% of respondents worry that AI will create a "Big Brother" society where their every move is tracked and monitored, while 29% of consumers fear AI will have a negative impact on their personal data privacy.

Features and Benefits

  • Understand consumer attitudes to AI: How many see it as positive or negative, are undecided, or view AI as frightening?
  • Learn about what consumers like and dislike about AI-powered voice assistants.
  • Understand how AI consumers are using AI-powered voice payments.
  • Discover why Chinese consumers are ahead of the AI learning curve and more receptive to AI use cases.

Key questions answered

  • What do consumers think about AI and what concerns them most about AI?
  • How are people using AI-powered voice control, and for what services?
  • What worries consumers most about AI or makes them uncomfortable?
  • How are consumers responding to AI-powered payments and advertising?

Table of contents


  • Introduction
  • Download 1: Digital Consumer Insights 2019 Analysis: Consumer AI