2020 was set up to be a year dominated by large-scale 5G service promotion and the beginning of a new market phase in the US following the closure of the T-Mobile/Sprint merger. Now, the US wireless carriers are prioritizing navigating a course through the ongoing COVID-19 pandemic and need to assess how best to promote 5G as the US moves to a “new normal”.
Strategy Analytics analyzed responses to its series of COVID-19 consumer impact surveys conducted in March, April and May to assess the potential impact of the pandemic on consumer plans to upgrade to 5G and which consumers are most likely to churn.
Survey findings indicate mobile operators in the US need to work hard to convince consumers to upgrade to 5G and pay particular attention to likely to churn subscribers, who currently show a much higher interest in 5G than loyal customers.