Future Consumers

Tender description

The overall purpose of this project is to broaden Ofcom's understanding of what the communications landscape will look like in the future. Key questions and topics we want to cover include: General - What comms services are consumers using both online / offline now? And expect to use in the future? Ensuring we achieve a good coverage across all our regulated sectors/key priorities (see below). o How does this vary in home / out of home? By device? What drives these decisions? - Explore emerging technologies, especially AI, and their impact on communication services. o When and why are consumers currently using AI services (e.g. general purpose chatbots (Gemini, ChatGPT etc.) and 'single' purpose AI tools (Sora, Character.AI, Spotify DJ))? Are consumers always aware when they are interacting with AI? o What are some of the key challenges / blockers associated with using AI? e.g. trust, cost, unaware of capabilities, other - Identify the potential opportunities, risks and equity considerations of these emerging technologies, with a particular focus around Ofcom's key priorities. o Internet and post we can rely on o Media we trust and value o We live a safer life online o Enabling wireless in the UK economy Consumer Behaviour & Expectations - How might communication habits change (e.g., immersive media, Internet of Things (IoT), smart homes)? For example: o Media: When and why do viewers turn to PSB content? How does this differ from short form content through TikTok / YouTube etc.? (To help us understand the future for BBC, ITV, C4 & C5). How will immersive formats (AR/VR) and streaming bundles change viewing habits? o News: How and why do consumers ensure the news they engage with is trusted? How does this differ depending on where they consume it? (To help us understand the degree to which news could become more / less trusted). What role will AI-generated news and deepfakes play in trust and consumption patterns? o Online services: How are consumers using personal assistants and AI tools (e.g. Siri, Alexa, ChatGPT) today? What drives this usage? Will consumers adopt AI for everyday tasks (shopping, health advice, entertainment curation)? What concerns might limit adoption (privacy, bias)? o Telecoms: Will consumers shift to satellite broadband (e.g., Starlink) or other alternatives for better coverage? How will demand for ultra-low latency (gaming, VR, remote work) influence broadband choices? Will consumers expect seamless connectivity across home, mobile, and IoT devices? - What new expectations will consumers have around speed, reliability, and personalisation?