Consumer digital habits are on the verge of no return


The “Digital Consumer Trends” research was released, which analyzes the enterprise’s digital consumer preferences from various aspects and provides consumer trend information and important data to service providers in this field. The research is based on the analysis of responses given by participants from 14 countries, including Turkey.

Hakan Göl, head of the firm’s Turkey consulting services, said the pandemic process has accelerated digital transformation in Turkey as well as the rest of the world, and consumers’ digital habits are changing rapidly. Göl said, “We studied digital consumer trends to help brands develop new business ideas in the digital world, adapt their business models and shed light on their competitive strategies. Digital marketers, e-commerce professionals, social media managers, and app developers can set their agenda by examining how smart devices are shaping life online. We see in particular that the world of subscriptions will be reshaped after the pandemic. »


The highlights of the research are:

More than half of respondents in Turkey own devices such as smartphones, laptops, wireless headphones and tablets. According to the research, among the devices mentioned, the smartphone has the highest ownership rate with 91%. Smartphones are followed by laptops with 77% ownership.

While women left men behind in owning headphones and tablets, men took the lead in owning desktop computers. Users prefer to use electronic devices in different fields such as e-commerce, watching videos and TV, banking and gaming.

Connected watches and fitness bracelets are on the rise

Smartwatches that support digital health apps and fitness bands, which can be used for exercise tracking, stand out among devices that have increased in usage from previous research in 2019.

While smartwatch ownership rose 12 points to 34%, fitness band ownership rose 8 points to 20%. Both categories are most commonly used in the 25-34 age group.


The most followed measures on the connected watch, the fitness bracelet and the smartphone were the number of steps (70%), the heart rate (52%), the weight (39%), the rhythm of sleep (37%) and caloric intake (31%), respectively.

The frequency of mobile phone changes has decreased

According to the research findings, both globally and locally, it is remarkable that smartphone ownership and frequency of use among participants is high along with the new smartphones they own. 3 out of 4 users have a phone less than 3 years old.

The frequency of changing phones in Turkey has decreased compared to previous years. Compared to 2019, the rate of people who changed phones in the last two years decreased by 9 points to 49%. Overall, it decreased by 1 point and rose to 51%. The 9-point drop in Turkey is considered to be caused by rising exchange rates and increased IMEI registration fees.


Charge life (49%) tops the list of factors influencing the decision to buy a smartphone in Turkey. Load life is followed by processor speed (37%) and storage capacity (36%).

Turks buy their mobile phone at the store

When phone shopping channel preferences are examined, participants in Turkey differ from those in the world. While 49% of participants in Turkey purchased their current phones from the store, only 27% said they used online channels. On the other hand, it is seen that both in-store and online shopping rates are 37% and 38% among global participants.

First-choice smartphones in shopping


Smartphones seem to be the first choice devices for online shopping, the use of which has increased in the pandemic. While one in three respondents who buy from physical stores prefer e-retail stores, 70% of those who shop online said they only use e-commerce sites that operate through e-commerce.

Users claim that the retailer’s website ranks second in their online shopping activities. The reason for this trend is believed to be the loyalty programs offered by service or product providers to their users.

Smart TV users have increased

Along with the habit of watching TV in Turkey, the smart TV ownership rate reached 66%. This rate is 58% worldwide.


The rate of users in Turkey who own video streaming devices (Chromecast, Xiaomi Mi TV Stick) that turn traditional TVs into smart TVs is 2 points higher than the global average (30%).

According to the research, the increase in time spent at home has also changed entertainment categories. Set-top boxes (+17 points) and smart TVs (+7 points) are the objects whose ownership has increased the most compared to the previous survey in 2019.

Turkey has made a difference in robot vacuum cleaners

Compared to the global average, it should be noted that the highest positive separation in terms of ownership in Turkey is in the categories of robot vacuum cleaners and smart home appliances, with a difference of 13 points.

Across all smart object categories, participants in the 25-34 age group have the highest ownership and access rates.

Smartphones do not fall from our hands during the day

According to research, 87% of users use their smartphones the most during the day. Smartphones are followed by smart TVs with 77% and laptops with 75%.

The fact that smart phones are used so frequently, that other connected devices can be controlled through these devices, and that services such as banking and health can be managed through apps on the phone has an impact. Moreover, the use of instant messaging apps and social media are some of the factors that increase the use of smartphones.

A significant portion of online shopping, which has increased during the pandemic period, is done through mobile phones. There are many reasons why users shop through the app on their mobile phone. The first of these is fast delivery with 35%.

Easy access to discounts and freebies earned by making purchases in personal accounts created in the app (27%) is the second factor in choosing apps. Next come easy navigation (26%), security (24%) and cheap delivery (23%).

More than half of Turks want to switch to 5G

77% of participants in Turkey obtain their home Internet service from fixed broadband Internet service providers. With the effect of the pandemic, users report making changes such as increasing home internet speed and quality, switching to a low-cost plan, and adding new services to their package. At this point, Turkey is among the countries that are changing home internet service the most.

34% of participants preferred to have high-speed Internet service during this period. This emphasis on internet speed is also positively reflected in attitudes towards the transition to 5G technology. 51% of respondents say they want to switch to a 5G network and 60% say they can change their operator preferences taking into account the adequacy of 5G coverage. In addition, more than half of the participants point out that they do not have enough information about 5G technology.

79% of participants in Turkey provide home Internet access with a fixed broadband Internet connection. This rate is about 10% lower than that of European countries such as the United Kingdom, Germany and the Netherlands. 19% of respondents report providing home internet access with a mobile internet connection.

The rate of people making changes in home internet services in Turkey during the pandemic period is 68%, 33 points higher than the global average. Switching to higher speeds (35%) is the main reason for switching Internet service. Broadband is followed by upgrading to a higher package (25%) and upgrading to a higher quality service (25%).

Increased time spent in the digital world

With the lockdown during the pandemic period, there has been a sharp increase in time spent in the digital world across the globe. Participants in Turkey also report spending more time on activities such as watching movies/series online, watching video content and playing games to have a good time compared to before the pandemic.

When the rates of access to digital services with paid subscriptions are examined, we see that the highest rate concerns music streaming services with 36%. While 52% of respondents have subscribed to video streaming services in the past 12 months, 22% said the fees were too high, the need for a temporary period, the exhaustion of interesting content, etc. declares to have canceled his subscription for reasons.

Fake news removed from social networks

According to the research, participants aged 18 to 34 in Turkey prefer social media platforms such as YouTube and Twitter to keep up to date with current affairs, while participants aged 35 to 55 follow TV news and news sites.

84% of respondents in Turkey consider fake news to be a major problem of our time. While 64% say it’s hard to tell which information is true or not, 27% say they stop using social media temporarily or permanently for reasons such as fake news and data privacy.

While participants in the 35-44 age group stopped using social media primarily due to privacy concerns, participants in the 45-55 age group, who primarily prefer traditional channels as a source of information, stress that they stay away from social media. due to the abundance of fake news and conspiracy theories on social media.

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