Insatiable data: four trends shaping consumer consumption in 2025

Craig Blignaut 

Consumer demand for accessible data is reshaping services and innovation in 2025. In quarter one 2024, one user consumed 411.4 terabytes, while MTN notes average contracted users now use 21.9 gigabytes monthly - up 44% since 2023. Statista reports internet usage in South Africa nears 80% of the population, with mobile devices holding 80% market share. This relentless demand for cost-effective data is pushing companies to adapt.

Over the next 6-12 months, data and connectivity will evolve, driven by demand, innovation, personalisation, AI, and competition. Firms prioritising speed, automation, and cost optimisation will lead in 2025.

Four trends will define the year:

1. Speed and Accessibility

Around 75% of South Africans use social media, with 13 million spending over 20 hours weekly on platforms. Streaming services like Netflix and Showmax have over eight million subscribers, while e-commerce grows with Shein, Temu, and Checkers Sixty60. MAPS data shows a deep online investment, emphasising the need for fast, accessible data. Consumers want speed to stay productive and connected. Offering high-speed, simple-to-use data will be a key advantage, requiring products that meet these needs without complexity.

2. Artificial Intelligence to Ease the Load

Consumers crave connectivity but struggle with information overload from emails and messages. AI can summarise communications, provide insights, and simplify billing and self-service. Companies using AI to streamline data access and enhance experiences will gain market share. Innovation here will set leaders apart.

3. Free Connectivity as a Differentiator

South Africa’s tourism is thriving, with 2.4 million international visitors in quarter four 2023/2024 (up 15.4% from 2023) and local travel at R334.2 billion, exceeding 2019 levels, per SA Tourism. Hospitality relies on high-quality connectivity - visitors expect to stream and share anywhere. Wi-Fi is now a differentiator, not just in hotels but also in cafes and public spaces. Investments in guest Wi-Fi and hotspots will rise in 2025, meeting demand and boosting loyalty.

4. Data Becomes Loyalty

Companies will link Wi-Fi and data to loyalty programs. Collecting marketing data (e.g., emails) during Wi-Fi logins - per POPIA - enables reward systems for data purchases. At malls or events, easy data access encourages info-sharing and spending if rewarded. This could shift data from a grudge buy to a value-driven experience, deepening ties with providers.

In the End, It’s All About Data

Data demand will climb as consumers need constant connectivity for life and leisure. Innovative, cost-effective solutions will set 2025’s leaders apart.

Craig Blignaut,  Wi-Fi Product Manager at Vox

BUSINESS REPORT