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IDC Survey: How Do U.S. Consumers Perceive Your Brand? — 2025 Consumer Brand Sentiment Survey Findings

Kelly Brown, Greg Ireland — Wed, 18 Mar 2026 04:00:00 GMT

This IDC study examines data collected from IDC’s 2025 Consumer Brand Sentiment Survey. The survey examines how consumers perceive different brands and the factors that influence their decisions when choosing which brands to use in the United States. Respondents were asked to rate 30 brands and brand attributes on a scale of zero through ten. All data is top four box unless specified.

“While generational preferences differ, Gen Z aligns more with digital-native platforms and boomers with traditional electronics brands. Amazon remains the clear leader in consumer sentiment across demographic cohorts and income segments.” — Kelly Brown, research manager, consumer markets, IDC

U.S. Cable Operators Continue to See Wireless Subscriber and Revenue Growth in 4Q25

Pahul Singh — Wed, 18 Mar 2026 04:00:00 GMT

The IDC Market Note provides an analysis of the 4Q25 earnings of three U.S. cable companies offering mobile virtual network operator (MVNO) services. The document highlights the year-over-year (YoY) growth in mobile subscribers and revenue for cable MVNOs.

Enterprise Connect 2026: Collaboration Take; AI and New Work Canvases Arrive

Wayne Kurtzman — Tue, 17 Mar 2026 04:00:00 GMT

Enterprise Connect (EC) 2026 was held from March 10 to 12, 2026, at Caesars Forum in Las Vegas, Nevada. This replaced the years-long home of the event in Orlando, Florida. Attendees found a smaller conference that reflected the major shift from last year's "AI's possibilities" to this year's urgent need to launch AI and agents and determine ROI. While AI and agents were the top theme, significant announcements were made in bringing new work surfaces or canvases to the forefront of the new era of work. This IDC Link analyzes the event, many of the announcements, and the overall trends.

IDC Survey Spotlight: What Are the Key Drivers for UEM Adoption?

Phil Hochmuth — Tue, 17 Mar 2026 04:00:00 GMT

This IDC Survey Spotlight highlights that enterprises are adopting unified endpoint management (UEM) primarily to create a unified platform for endpoint policy control. This approach standardizes the deployment of security and device-management policies and settings across various endpoint types and operating systems. IDC's Worldwide Enterprise Device Management Survey, 2025, conducted in November 2025, shows that UEM is increasingly expected to provide telemetry and analytics that enhance productivity and improve the daily device experience by identifying friction points and facilitating quicker remediation.

Market Analysis Perspective: European Mobile Monetization and Adoption Strategies, 2026

Alejandro Cadenas — Tue, 17 Mar 2026 04:00:00 GMT

This IDC Market Analysis Perspective (MAP) session delivers a concise current-state view of European mobile monetization and adoption strategies for 2026 and insight into the impact of future trends. Business executives, product managers, and MI or AR professionals can use this information to understand buying criteria and market impacts.

Worldwide Smartphone Forecast, 2026–2030: 1Q26

Ramon T. Llamas — Tue, 17 Mar 2026 04:00:00 GMT

This IDC presentation analyzes the worldwide smartphone market, including shipments and average selling prices (ASPs), from 2025 to 2030. In addition, it provides a regional breakdown of shipments and ASPs, as well as a comparison against our most recently forecast published in December 2025.

"The worldwide smartphone market is expected to contract 12.9% in terms of shipment units and increase 14.2% with respect to average selling prices due to memory shortages," said Ramon T. Llamas, research director with IDC's Mobile Phones team. "With memory vendors pivoting to meet the demands of datacenters and AI coupled with no increase in capacity for other devices, the worldwide smartphone market is bracing for significant decreases in available supply. In turn, this will push prices higher. Following 2026, IDC expects slow increases for shipments and ASPs as the market adjusts to its 'new normal.'"

From Pipes to AI-Driven Platforms: Mobile World Congress 2026 Shows the Enterprise That Outcome-Based Connectivity Is the Future

Paul Hughes — Fri, 13 Mar 2026 04:00:00 GMT

As the industry absorbs the impact of Mobile World Congress (MWC) 2026 in Barcelona, the narrative for the enterprise is clear — "best-effort connectivity" is simply not good enough anymore. For nearly a decade, enterprise conversations at MWC have been dominated by the promise of 5G's raw speed. This appears to be the year of a pivotal transition, where connectivity stopped being a commodity "pipe" and matured into an artificial intelligence (AI)-driven, intelligent, programmable platform.

IDC Survey: Is Your Brand a Top Choice Among U.S. Consumers? — 2025 Consumer Brand Sentiment Survey Findings

Kelly Brown, Greg Ireland — Fri, 13 Mar 2026 04:00:00 GMT

This IDC Survey examines data collected from IDC's 2025 Consumer Brand Sentiment Survey. The survey examines how consumers perceive different brands and the factors that influence their decisions when choosing which brands to use in the United States. Respondents were asked to indicate the brands whose products, services, software, or apps they have used at least once.

"Brand leadership remains concentrated across key sectors, with Amazon holding the top overall position, YouTube leading social platforms, Walmart anchoring retail engagement, and Microsoft surpassing Samsung in consumer electronics and PCs. Netflix continues to lead among digitally native brands," said Kelly Brown, research manager, Consumer Markets, IDC.

MWC 2026: 5G's Quiet Flex from Child Star to Stealthy Innovator

Jason Leigh — Fri, 13 Mar 2026 04:00:00 GMT

Mobile World Congress (MWC) 2026 brought together key players from the mobile ecosystem, including operators, network equipment manufacturers, OSS/BSS vendors, systems integrators, cloud service providers, and satellite providers, to highlight current achievements and innovations as an amuse-bouche for the second act of 5G and a preview of the industry's 6G era. While 5G definitely played second fiddle to AI in the booth accoutrement count, behind the scenes, executives leaned into the complementary, codependent relationship between the two technologies as critical to achieving scale and commercial success for both.

MasOrange and Ericsson Validate 5GSA for Mission-Critical Communications in High-Density Urban Environments

Alejandro Cadenas — Fri, 13 Mar 2026 04:00:00 GMT

On March 12, Orange shared the results of the trial conducted jointly with the Madrid City Council, with an Ericsson UltraCompact Core (UCC), as one of the first large-scale real-world validations of 5G network prioritization for mission-critical communications operating over public mobile infrastructure. The trial, carried out during a major public event in central Madrid with more than 200,000 attendees, demonstrated that prioritized devices connected to the 5G network were able to maintain significantly higher throughput, lower latency, and more stable connectivity than standard consumer devices under conditions of extreme network congestion.

The tests aimed to evaluate how 5G Standalone (SA) capabilities such as traffic prioritization and network slicing can support public safety services. The results confirm that advanced 5G features can enable reliable communication even where mobile networks are heavily saturated. This highlights how mission-critical communications are emerging as one of the most tangible monetization opportunities for 5G networks.