One in Five 5G Users Willing to Pay More for Enhanced Service: Ericsson Research

According to new research from Ericsson ConsumerLab released on Tuesday, a significant portion of 5G smartphone users are willing to pay extra for a superior 5G service experience. The study, titled “5G Value: Turning Performance into Value,” underscores the growing satisfaction levels among 5G consumers worldwide.

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Premium 5G Experience

The report highlights that one in five 5G smartphone users is prepared to pay up to 11 percent more for differentiated 5G service offerings. These users, often seeking enhanced quality of service tailored for demanding applications and specific locations, are driving demand for premium connectivity.

Loyalty and Location

In addition to the willingness to pay more for superior service, the research suggests that consumers’ loyalty to their communications service providers (CSPs) is strongly influenced by their 5G experiences at crucial locations such as stadiums, entertainment arenas, and airports. Unsatisfactory 5G connectivity experiences in these areas can make customers up to three times more likely to consider switching CSPs.

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Changing Satisfaction Factors

Furthermore, the study – which reflects the views of an estimated 1.5 billion consumers globally, including 650 million 5G customers – reveals a shifting landscape in consumer satisfaction factors, with a transition from primarily considering 5G geographical coverage to focusing on application-experience-based metrics. Ericsson’s research revealed that elements such as video streaming quality, mobile gaming, video calling experiences, and 5G speed consistency have gained prominence among early 5G adopters.