德勤-连接和移动趋势报告（英文）20页_2mb

Summary of Deloitte's Connectivity and Mobile Trends Survey (2019)

Core Content

Deloitte's 2019 Connectivity and Mobile Trends (CMT) survey highlights the growing consumer demand for 5G connectivity and better home internet services, while also revealing concerns about data privacy and cost. The report explores how consumers are preparing for the future of wireless technology and how it may impact the smartphone and home internet markets.

Main Views and Key Insights

Consumer Readiness for 5G

• Awareness: Over 60% of US consumers are aware of 5G, with awareness exceeding 70% among Gen Z and millennials.
• Value Perception: Nearly half of consumers and 62% of Gen Z say they would find a 5G connection as fast as fiber broadband "very" or "extremely" valuable.
• Adoption Drivers: 28% of consumers (and 40% of Gen Z and millennials) are "very likely" to buy a 5G-compatible smartphone when service is available.
• Smartphone Usage: Smartphones are nearly ubiquitous in the US, with 90% of consumers owning or using one, and 52% using it for over two hours daily.

Home Internet and Connected Devices

• Device Proliferation: The average household has 11 connected devices, with seven being smart screens.
• Home Internet Satisfaction: Less than half of consumers are "very satisfied" with their home internet provider.
• 5G Potential: 62% of consumers with home internet say they would replace their service with 5G Wi-Fi if it matches fiber speeds. This rises to 75% for those whose mobile data is faster than home Wi-Fi.
• Home Automation Growth: 28% of consumers have at least one smart home device, and 11% use three or more. These users are more likely to pay for additional bandwidth and speed.

Smartphone Refresh Cycle

• Extended Lifespan: The average smartphone refresh cycle is now 2–3 years, with nearly a third of consumers owning a phone two years or older.
• Purchase Delays: 52% of consumers believe their current phone has the capabilities they need, and 43% cite economic factors as the main reason for delaying upgrades.
• 5G as a Catalyst: 76% of 5G-familiar consumers are more likely to buy a 5G-compatible phone when it becomes available.

Consumer Demand for Better Connectivity

• Performance and Cost: Consumers prioritize network performance and pricing when selecting a carrier or smartphone plan.
• Data Intensive Use: Consumers, especially younger generations, are eager to use 5G for data-heavy applications like AR/VR and mobile gaming.
• Smartphone Factors: Display quality, brand, 5G capabilities, and data storage are the top decision drivers for smartphone purchases.

Data Privacy Concerns

• Privacy and Security: Over 90% of consumers want to see and delete data collected by companies, and 84% believe they should be compensated for it.
• Awareness Growth: 72% of consumers feel more aware of how their data is collected and used than a year ago.
• Trust Issues: Consumers have less trust in platforms and services that monetize their data, with 61% finding it hard to understand how their data is used.
• Government Regulation: 84% of consumers believe the government should regulate how companies collect and use data.

Key Figures and Statistics

• 5G Awareness: 65% of consumers are familiar with 5G, with Gen Z and millennials leading the way.
• Smartphone Plans: 38% of US consumers plan to buy a new smartphone in the next 12 months.
• Home Internet Satisfaction: Only 43–49% of consumers are "very satisfied" with their home internet.
• Home Automation Users: 64% of consumers with home automation devices spend on additional services to support them.
• Privacy Concerns: 58% are "very" or "extremely" concerned about smartphone data privacy, and 73% are similarly concerned about smart speakers.

Conclusion

Consumers are ready for 5G and better connectivity, but they are also demanding more control and transparency over their data. The report suggests that 5G could be a key driver for both smartphone sales and home internet adoption, provided it meets performance expectations and offers cost-effective solutions. Companies must address privacy concerns and offer competitive pricing to win consumer trust and loyalty.

Endnotes and Acknowledgments

• The survey was conducted by an independent research firm in September 2019, involving 2,003 US consumers.
• Acknowledgments go to Mic Locker, Kevin Downs, Jeanette Watson, and other contributors for their support in writing and analysis.
• The report was authored by Kevin Westcott, Jeff Loucks, Dan Littmann, Phil Wilson, Shashank Srivastava, and David Ciampa.