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The Consumer and 5G - EU

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The Consumer and 5G - EU

  1. 1. The Consumer and 5G February 2021 Report Supplement Europe
  2. 2. The consumer and 5G EU + UK study overview Accenture conducted an online study of 2,000 European consumers in September 2020 to understand their existing connectivity challenges and their perspectives on 5G adoption, usage and benefits. This was supplemented by a similar study in the United States. The study covered two primary topics: Consumer connectivity pain points 1 Consumer expectations for 5G 2 Demographics 9% 20% 25% 20% 15% 11% 18-24 Years 25-34 Years 35-44 Years 45-54 Years 55-64 Years 65+ Years 64% Male 36% Female 69% Single-family home 31% Other 28% Rural 26% Urban 46% Suburban Germany France U.K. 400 Poland 400 Sweden 400 400 400
  3. 3. Consumer connectivity needs and pain points
  4. 4. Connectivity is fundamental necessity for consumers no matter where they are The pandemic has reinforced the value of resilient connectivity. How important is internet connectivity inside and outside of your home? % of consumers that find this important The pandemic has made high-quality internet a necessity % of consumers that agree Inside the home n = 1,729 Outside the home n = 2,000 n = 2,000 71% 97% 79%
  5. 5. However, the current network service quality falls short of consumer expectations To what extent do you agree with the following statements about your mobile service/connectivity? n = 1,679 My service quality diminishes during high- demand periods My ability to stream high-quality video while away from my home is inconsistent My service quality is not as good when I am in crowded areas like city centers, malls, or crowded events My service quality diminishes as I use data over the course of a billing cycle 41% 39% 38% 31% % of consumers that agree
  6. 6. The work from home solution is real To what extent do you agree with the following statements about working from home? % of consumers currently working from home at least part-time that agree 74% The choice to work from home gives me more freedom to live where I want to live, and not where I have to live 66% I intend to work from home more in the future than I did before the COVID-19 crisis began 65% If more companies allow work-from-home options I will have more opportunities in the job market 63% Working from home makes me happier in my personal life Consumers working from home are satisfied and want to continue doing so. 62% I need faster and more consistent internet connectivity in order to be able to work from home effectively n = 438
  7. 7. Working from home is appealing to all consumers To what extent do you agree with the following statements about working from home? % of consumers without the opportunity to work from home that agree 58% If I was able to work from home, I would have the freedom to live where I want to live, not where I have to live 55% I’d like the opportunity to work from home 53% Working from home would make me happier in my personal life 46% If I was able to do my job from home, I would have more opportunities in the job market Even those without the opportunity currently look forward to a future when they can. n = 1,321
  8. 8. Consumers see unequal access to connectivity To what extent do you agree with the following statements about access to the internet? % of consumers that agree They recognize the urgent need to balance connectivity access across the country, irrespective of location or income. n = 2,000 71% Ensuring access to the internet for everyone regardless of location or income should be a priority for my country 60% Access to the internet is affected by income and ability to pay 52% The ability to access the internet in my country is constrained by the high cost of connectivity 23% Everyone in my country has equal access to the tools needed to access the internet, in terms of speed and consistency of internet access 23% Everyone in my country has equal access to the internet in terms of speed, consistency and coverage
  9. 9. Consumer expectations for 5G
  10. 10. Consumers are beginning to grasp 5G implications Nearly half are optimistic about the positive impact 5G can make on their lives. How well do you understand the potential impacts of 5G on your life? % of consumers To what extent do you expect 5G to deliver the following benefits? % of consumers n = 2,000 19% 38% 30% 12% No understanding at all Minimal understanding Moderate understanding Strong understanding 22% 25% 25% 24% 22% 27% 32% 28% 30% 29% 8% 8% 8% 8% 9% 9% 10% 10% 14% 16% Decision-making support Personalization Reliable security Value for the amount I pay for connectivity Transparency Time and cost saving Convenience Interactive experiences Bandwidth Improved connectivity (speed, coverage and… 5G will somewhat exceed expectations 5G will greatly exceed expectations n = 1,651
  11. 11. Many consumers are prepared to upgrade to 5G Most expect to pay a premium over their existing wireless bill to upgrade. When 5G becomes available to you, which of the following scenarios describe what you are most likely to do? % of consumers How much more do you expect to pay for 5G services over your existing services? % of consumers n = 1,651 n = 1,351 13% 43% 26% 12% 4% 1% 2% 0% 1-10% 11-20% 21-30% 31-40% 41-50% >50% 19% 31% 32% 18% Buy or upgrade my service and/or required devices as soon as they are available Wait until hearing positive feedback from others before upgrading service and devices Wait until 5G becomes common to upgrade and purchase required devices Continue with my existing products and services
  12. 12. For many consumers, next-gen connectivity is a patriotic issue How important is it to you that your country is a global leader in 5G capabilities? % of consumers n = 2,000 8% 15% 30% 34% 13% Not imporant at all Not very important Unsure Somewhat important Very important
  13. 13. Thank you

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