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
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.
Nearly a fifth of 5G users are dissatisfied with their 5G experience, with speed and coverage the top two reasons
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. This edition highlights how speed and coverage are the top two reasons behind dissatisfaction with the 5G experience among users in 12 mobile markets.
Extended reality: developing a successful B2C strategy requires work in five important areas
Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide. In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
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
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.
Nearly a fifth of 5G users are dissatisfied with their 5G experience, with speed and coverage the top two reasons
GSMA Intelligence's Chart of the Month is a visual way of telling an important story in the mobile and broader tech ecosystem. This edition highlights how speed and coverage are the top two reasons behind dissatisfaction with the 5G experience among users in 12 mobile markets.
Extended reality: developing a successful B2C strategy requires work in five important areas
Extended reality (XR) technology, which comprises augmented reality, mixed reality and virtual reality, has been around for a while, but it still suffers from a low adoption rate. Only 5% of consumers on average own an XR headset, according to the latest GSMA Intelligence consumer survey, conducted across 12 major mobile markets worldwide. In this report, we discuss the five key areas that XR companies need to focus on for developing a successful consumer strategy, which include identifying the prime consumer segments to target and widening consumer access to XR experiences.
- 200 reports a year
- 50 million data points
- Over 350 metrics