Germany: COVID-19 Impact on Mobile Churn and 5G Adoption

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Report Summary:

The COVID-19 pandemic has posed challenges for mobile operators right as they are aiming to grow 5G subscriptions. With the major German operators  expanding  5G coverage in 2020, competition for subscribers upgrading to 5G will be increasing in the second half of the year, with the added challenge of how to increase subscriber uptake as the impacts of the COVID-19 pandemic have shifted consumer sentiment and purchase behavior.
Strategy Analytics has conducted analyis to assess how consumers have responded to the pandemic and its influence on consumer plans to upgrade to 5G and which consumers are most likely to churn.

On the positive side, 26% of Germans are likely to adopt 5G as planned or sooner than planned despite COVID-19. On the negative side, like other countries, German consumers in the 18-24 and 25-34 age groups are least committed to their current operator, with over a third of the Gen Z and Millennials likely to switch operator to get lower prices. Risk of churn is especially high among subscribers that are most likely to upgrade to 5G: nearly half of likely churners are actively planning 5G upgrade, whereas nearly three quarters of more loyal subscribers have no current intentions to move to 5G.

Table of Contents

  • 5G Uptake in Germany: COVID-19 has slowed but not stalled consumer plans to adopt 5G 
  • Purchase intent impact of COVID-19: smartphones purchases, upgrade to 5G mobile service
  • Risk of churn due to COVID-19
  • 5G service upgrade plans among likely and not likely to churn subscribers
  • Implications: Survey results key takeaways of Impact of the COVID-19 pandemic on consumer 5G upgrades in Germany

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