Consumer 5G: what consumers want, where they want it, and how it impacts churn

Over several years, GSMA Intelligence has investigated the value of mmWave spectrum and mmWave 5G in great depth, including mmWave spectrum demand to 2030, the value of mmWave in 5G FWA, and the TCO of mmWave 5G. The analysis was largely from a network or operator perspective, lacking a view of consumer demand. Earlier in 2022, we began a series of analyses looking at how consumers view the value of mmWave in support of 5G, based on consumer survey data from Qualcomm, spanning 4,500 consumers in nine countries across three regions.

Our first analysis addressed pain points that consumers face when using mobile broadband in a scenario where mmWave could improve experiences, and how big those pain points are. Having established some of the day-to-day issues consumers face, here we look at where consumers want mmWave 5G, what they want from it, and how this impacts their loyalty to a given operator.