What is really changing in the relationship between people and digital services?

To answer this question, we started by listening directly to people. The result is People’s Voice 2025, our latest report based on qualitative and quantitative research conducted by our User Lab™ with users across Europe, the United States, and Asia.

The analysis highlights four key signals that reveal how people’s expectations, behaviors, and decision-making criteria toward digital services are evolving:

• digital saturation is real
• practical value beats novelty
• loyalty is evolving
• AI is useful, but not on its own

In this context, the real challenge is not adding more digital services. It is designing them to be simple, meaningful, and aligned with people’s real needs.

To explore the insights, data, and implications for digital service design, read the full People’s Voice 2025 report.