Key stat: 50% of US smartphone owners said they’re not willing to pay extra for AI features on their phones, up from 45% in September 2024, according to a May CNET survey.

Beyond the chart:

• Only 21.1% of iPhone owners, and 14.9% of Samsung Galaxy owners, consider AI features a deciding factor when making a smartphone purchase, according to a December 2024 SellCell survey.
• Only 11.6% of iPhone owners, and 4.0% of Samsung Galaxy owners, are willing to pay for AI subscription services, according to SellCell.

Use this chart: Marketers can use this chart to see that while consumers are open to trying AI tools, many aren’t willing to pay for them. This signals that these features may be more of a brand marketing play than a short-term revenue driver.

Related EMARKETER reports:

• US Consumer Sentiment Survey: AI Adoption (EMARKETER subscription required)
• US Mobile Advertising Forecast and Trends 2025 (EMARKETER subscription required)

Methodology: Data is from a June 2025 CNET survey conducted by YouGov. 2,201 US adults ages 18+ were surveyed online during May 13-15, 2025. Of the respondents, 2,129 were smartphone owners. Results have been weighted to be representative of the US adult population.