爱立信-5G将推动视频消费进一步增长（英文）-2019.5-16页_1mb

5G Consumer Potential Summary

Core Content

This report from Ericsson Consumer & IndustryLab analyzes the consumer potential of 5G, aiming to dispel four key industry myths and highlight real-world expectations and use cases. It combines quantitative data from over 35,000 interviews in 22 countries with qualitative insights from six focus groups and 22 expert interviews, providing a comprehensive view of 5G adoption and value perception.

Main Myths and Realities

Myth 1: There are no near-term consumer benefits of 5G

Reality: Consumers expect 5G to deliver significant improvements in network performance, alleviate urban congestion, and offer more home broadband choices. In particular, users in South Korea and Australia show higher dissatisfaction with 4G speeds, indicating a strong need for 5G.

Myth 2: There are no real use cases for, or price premium on, 5G

Reality: Consumers are willing to pay for 5G services, with 67% globally expressing interest in paying for 5G-enabled apps and services. Use cases such as 5G TV, smart home, and immersive experiences are expected to go mainstream within 2–3 years of 5G launch.

Myth 3: Smartphones are the only solution for 5G

Reality: While smartphones are a key platform, they are unlikely to drive 5G adoption alone. Consumers expect future devices to include foldable screens, holographic projection, and 360-degree cameras. Additionally, smart glasses and AR devices are predicted to become more prominent in the 5G era.

Myth 4: Current usage patterns accurately predict future demand

Reality: Consumers expect significant increases in data usage with 5G, with some predicting a tenfold rise. Video consumption is expected to peak, and AR/VR usage will become a major component of future data needs.

Key Consumer Realities

• High expectations: Consumers expect faster speeds, lower latency, and a more consistent experience.
• Network congestion: 43% of global smartphone users face issues with 4G in crowded areas, with 60% in mega/metro cities reporting such problems.
• Home broadband dissatisfaction: One-third of fixed broadband users are looking to switch providers, citing poor performance and unappealing bundled TV packages.
• 5G home broadband interest: 80% of those looking to switch broadband are open to using 5G home wireless broadband as an alternative or supplement.
• Consumer willingness to pay: On average, smartphone users are willing to pay a 20% premium for 5G, with early adopters possibly paying up to 32%. In the US, 15% are willing to pay up to USD 20 more for a 5G plan with bundled services.

Future of 5G Use Cases

• Entertainment: 5G TV and immersive experiences like AR stadiums are highly anticipated.
• Smart home: 5G-connected home robots are seen as a status symbol by 60% of consumers.
• Gaming and AR/VR: Cloud gaming and VR shopping are expected to become mainstream within 1–2 years.
• Automotive: In-car connectivity and autonomous driving are expected to gain traction over the next 3–5 years.
• Fixed wireless access: 5G home broadband is seen as a viable solution for replacing traditional fixed lines, especially in urban areas.

Expert Insights

• New pricing models: Experts suggest that 5G will require new pricing strategies, such as latency-tier and speed-tier plans.
• Net neutrality considerations: While new use cases will drive adoption, net neutrality must be taken into account.
• Device evolution: The smartphone may not be the only 5G device; smart glasses and other form factors are expected to emerge.
• Operator strategies: Operators are advised to focus on enhancing the customer experience in key urban locations and to innovate with bundled services.

Conclusion

The report concludes that 5G has significant potential for consumer markets, with demand driven by new use cases and improved network performance. While the industry has been skeptical, consumer expectations and willingness to pay indicate that 5G can deliver real value. The shift from smartphones to AR-enabled devices and the expansion of home broadband options are key trends that will shape the 5G consumer landscape.