Ericsson Consumer Lab announces the most extensive global consumer survey on 5G to date, showing that the factors influencing consumer satisfaction with 5G services are changing, with users becoming more and more discriminatory. published research showing that they are actively seeking a standardized network and are willing to pay a premium. Better performance than his typical best-effort 5G performance.
of The value of 5G: Turn performance into loyalty The report examines usage across 37,000 consumers across 28 markets and reflects the opinions of an estimated 1.5 billion consumers worldwide, including approximately 650 million 5G customers.
The study finds that the latest trends in mobile connectivity demand and satisfaction, as well as the growing number of subscribers and growing satisfaction with 5G around the world, fundamentally demonstrate the potential business case for 5G. It was highlighted. However, it is also known that customers may be up to three times more likely to switch communication service providers as their 5G connectivity experience in key locations such as stadiums, entertainment arenas, and airports is less than satisfactory. It became clear.
A key finding is that one in five 5G smartphone users who want a differentiated 5G service experience, including quality of service for demanding applications, will rely on their communications service provider (CSP) to reap that value. were willing to pay a premium of up to 11%. Added connectivity.
The very factors that influence consumer satisfaction are believed to be changing, from considerations around 5G geographic coverage to video streaming quality, mobile gaming and video calling experiences, and consistent 5G speeds. We are moving towards more application experience-based metrics, such as This turned out to be especially true among his early adopters of 5G. Furthermore, approximately 37% of his 5G consumers surveyed believe that the increased data allowance on his 5G plan justifies a premium charge from his CSP.
According to the study, 5G users reported an average increase of 47% in time spent with enhanced video formats over the past two years. The number of daily augmented reality (AR) application users has doubled since the end of 2020. Emerging formats are increasingly driving usage and 5G data consumption as service providers bundle rich media content into their 5G plans.
This report explores how bundling 5G rich enhanced videos such as 4K, 360-degree experiences, multi-view videos, and AR applications into 5G plans can drive 5G user engagement and, as a result, mobile data consumption. We also talked about how it is being done. Newer 5G users still value 5G’s outdoor coverage and speed, and in markets where 5G population coverage exceeds 80%, long-time users continue to value 5G’s outdoor coverage and speed, reflecting their evolving expectations. I was prioritizing video quality and upload speed for the apps I use. It is also reported that his 5G usage for HD video streaming (41%) and AR applications (316%) has skyrocketed in the US.
5G performance in key locations was impacting consumer loyalty. Since the launch of 5G, approximately 17% of consumers across 28 markets have switched service providers. This is mainly due to his 5G network performance issues. A big influence was the 5G experience in key locations such as arenas and airports, with 27% of smartphone users expecting differentiated 5G connectivity.
“Interestingly, approximately one in five 5G smartphone users surveyed expressed a clear preference for differentiated service connection quality,” said Jasmeet Singh Sethi, Head of Ericsson Consumer Lab. says Mr. “Rather than being satisfied with general, best-effort 5G performance, these users are looking forward to improved and consistent network performance tailored specifically to their most demanding applications and specific key locations.” I’m looking for that.”
Sethi said another clear 5G customer loyalty metric relates to consumers’ experience with connectivity in crowded places and major event venues. “This is where many 5G consumers clearly expect 5G to be able to provide value-added experiences, for example during a night out at a major entertainment venue or when traveling at an airport. “We will be able to offer something more fulfilling,” he added.
“If their experience in those locations is poor, they are three times more likely to switch to a provider that can provide them with the best 5G experience.”
