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US 5G Service Provider Awareness & Perceptions

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Report Summary:

5G is a great opportunity but confusion over which device brands and which operators offer 5G and the benefits which 5G brings along with unrealistic expectations for device prices represent marketing challenges.

In the US, each of the major operators have rolled out coverage with great fanfare and have begun to range 5G devices in their stores.  We are at the earliest phase of adoption by bleeding edge customers today. Strategy Analytics Consumer Insights team has analyzed the results of national online survey of 2513 US Smartphone owners in July/August 2019. 

This analysis covered major operators and smartphone brands and this reports is designed to:

  • Measure Awareness of 5G
  • Assess what 5G benefits are most appealing to consumers
  • Evaluate which operators are perceived to be leaders in 5G
  • Identify Expectations and Willingness to pay for 5G devices
  • Probe purchase intention timelines for a 5G smartphone
  • Define brand preferences and the brand funnel for 5G smartphones.
  • Identify opportunities and challenges for 5G by generation, ethnicity, gender and smartphone buying profile.
Operators and Device brands covered include:

Table of Contents

Executive Summary                                                                             2
Introduction and Methodology                                                             3-6
US Service Provider Landscape                                                         7-11
US 5G Service Awareness & Leadership Perceptions                       12-20
US 5G Motivations and Technology Driver Preferences                     21-28
US 5G Device Pricing & Brand Preferences                                       29-38
Conclusions                                                                                        39
Key Questions to Investigate                                                              40
Other Research                                                                                  41
How Can We Help You?                                                                     42
Contacts                                                                                             43

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