Monetising shifts in 5G consumer behaviour: the need for greater customer segmentation and user experience

This report is available to those subscribed to the Digital Consumer module.
5G adoption has now moved beyond the early-adopter phase. However, the remaining consumers are noticeably interested in 5G, based on findings from our latest consumer survey, which shows that almost half of non-5G users plan to upgrade to 5G. Further, positive news for operators is that these upgrading consumers are willing to pay extra for 5G compared to what they pay for their current 4G subscription.
However, the work remains cut out for operators in terms of capitalising on this positive consumer sentiment for successful 5G monetisation. More efforts across areas such as 5G network quality, 5G customer segmentation, tariff innovation (e.g. speed-based tiering, experience-based consumer propositions, bundling) and 5G partnerships are key to advancing consumer 5G adoption and monetisation.
In this report we explore the above and further aspects of consumer 5G in depth, supplemented with three operator case studies on consumer 5G from around the globe.
Related research
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
5G in Context, Q1 2025
This quarterly review of global 5G developments provides a concise, tracker-style deliverable, presenting key metrics and forecasts. GSMA Intelligence has aggregated the latest data on 5G connections and adoption, as well as information on network trials/launches and spectrum assignments.
Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
Authors
How to access this report
Annual subscription: Subscribe to our research modules for comprehensive access to more than 200 reports per year.
Enquire about subscriptionContact our research team
Get in touch with us to find out more about our research topics and analysis.
Contact our research teamMedia
To cite our research, please see our citation policy in our Terms of Use, or contact our Media team for more information.
Learn moreRelated research
MWC Shanghai 2025: a window into the future?
MWC Shanghai is in the books for another year, having attracted 45,000 visitors (from 12,500 companies), along with 400 exhibitors and partner groups. The numbers were up from the 2024 event by 13% and 92% respectively. This analysis highlights the key takeaways and implications from meetings, summits and announcements at the event – and in particular, whether the progress seen in China can be mapped to other regions.
5G in Context, Q1 2025
This quarterly review of global 5G developments provides a concise, tracker-style deliverable, presenting key metrics and forecasts. GSMA Intelligence has aggregated the latest data on 5G connections and adoption, as well as information on network trials/launches and spectrum assignments.
Capitalising on smartphones as the leading digital playground: five priority areas for OEMs
Today, smartphones are the leading digital playground. According to our consumer survey, almost 80% of smartphone users consume digital entertainment services, including video, music and games, on a weekly basis. How can smartphone OEMs capitalise on the prime position that their devices have in digital services consumption? In this report we lay out the five key areas here that smartphone OEMs should focus on. These include implementing bundling strategies, leveraging tech and network advances, and identifying the prime consumer segments for digital services.
- 200 reports a year
- 50 million data points
- Over 350 metrics