Digital Products

Apple’s installed base share rose to 55.9 percent by Q4 2025, up 5.9 points in a single year, while Samsung fell 4.9 points to 27.8 percent. Based on 104,408 US respondents tracked across five consecutive quarters from Q4 2024 through Q4 2025, this report examines installed base composition, price positioning, device tenure, brand consideration, loyalty metrics, and customer satisfaction across the US smartphone market.

T-Mobile leads wireless bill clarity cNPS at +17.7, a 10-point advantage over Verizon (+7.1) and 12-point advantage over AT&T (+5.5). Billing issues drive churn intent at a 2.5x multiplier—customers reporting billing errors or confusing bills show 32.5% churn intent versus 13.2% for those without billing issues. At an estimated customer lifetime value of $1,000+, billing-related churn represents $2-3 billion in annual revenue risk across the Big Three carriers.

Despite Microsoft's enterprise distribution advantages and Office 365 integration, Microsoft Copilot lost 7.3 percentage points of paid subscriber share in seven months while Google Gemini gained 2.9 points, based on more than 150,000 respondents. Distribution advantages do not lock in market position. Employees receiving enterprise AI tools evaluate options and select based on experience. The platform that delivers the most reliable results wins, regardless of vendor seat licenses.

The U.S. smartphone insurance sector is entering one of the most significant structural transitions in its modern history. Based on nearly 40,000 consumer surveys conducted between May and October 2025, the central finding is that device insurance is evolving from a high-margin fear-based attach product into a low-cost retention and customer-lifecycle stabilization tool. Competitors leveraging flexible enrollment, lower monthly premiums, and subscription-style positioning are reshaping the economics of the category while exposing the growing strategic rigidity of legacy incumbents.

The AI industry spent 2025 betting that stronger models would automatically drive mass adoption. The data suggests that assumption was structurally flawed. Despite eight breakthrough model releases in seven months, including GPT-5 and Gemini 3, daily AI usage increased by only four percentage points. Based on more than 120,000 consumer responses, this report argues that the next phase of AI growth will be determined less by raw model intelligence and more by trust, contextual utility, and first-party data integration.

The U.S. wireless market is entering a structural inversion as Charter Communications and Comcast evolve from wholesale-dependent MVNOs into hybrid network operators. With a combined 20.3 million wireless subscribers generating approximately $3.2 billion in annual wholesale payments to Verizon as of Q3 2025, the economic incentive for infrastructure ownership has become strategically unavoidable. This report analyzes how CBRS deployment, traffic offload, and converged broadband economics are reshaping competitive dynamics across the wireless ecosystem.

The satellite broadband market is increasingly becoming Starlink’s to lose. Amazon remains in a challenger position as Project Kuiper accelerates deployment, while AST SpaceMobile continues pursuing a differentiated direct-to-cellular strategy without the integrated home broadband advantages held by Starlink and Amazon. Based on proprietary broadband survey data covering more than one million U.S. consumers, this report analyzes how satellite, fixed wireless access, fiber, and cable are colliding across the most contested broadband territories in America.