Introducing the 5GConsumerIndex.com - T-Mobile
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Introducing the 5GConsumerIndex.com
1 Methodology and Key Findings
Table of
Contents 2 Technology Attitudes
3 5G Awareness and Perceptions
© 2018 HarrisX. All rights reserved. 2Objectives and Methodology
❯ Study Objectives:
❯ To understand consumer attitudes and perceptions of 5G today, including knowledge,
expectations, perceived pros/cons, anticipated/desired use cases, and prioritization of use cases
❯ Methodology:
❯ HarrisX conducted a quantitative study among n=5,000 Connected Consumers, those with
access to internet-enabled devices. The sample was a recontact of the Mobile Insights Survey
and is representative among adults nationally and within 22 markets. The study was conducted
between December 7-12, 2018. Sample sizes throughout the presentation reflect weighted
counts. Due to rounding, percentages may not add up to 100%
❯ This is the benchmark wave of a tracking program and will be repeated Quarterly throughout
2019
❯ The research was commissioned by T-Mobile (tmobile.com) and run independently by HarrisX,
a leading telecom, media, and technology company (harrisx.com)
3
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comKey Findings
1. An overwhelming majority of Americans universally agree that it’s critical for the US to invest in technological innovation.
❯ Tech innovation is believed to have widespread benefits beyond the technology industry, as a job creator and in helping address issues related to emergency
services, manufacturing, transportation, and education.
2. Americans are excited about the new innovations 5G will enable, such as smart energy grids and real-time translation, in
addition to the prospect of replacing their home TV or internet services with 5G. The more respondents know about 5G,
the more they appreciate the benefits of the technology.
❯ More than half of Americans are aware of 5G and it’s viewed as a significant improvement over 4G/LTE.
3. Expectations for 5G are high.
❯ Among aware consumers, 64 percent expect 5G to be “widely available” before 2020. Respondents view improvements like better reliability, faster speed, and wider
coverage to be the most appealing aspects of 5G.
4. There is widespread appreciation for the benefits that 5G will have on individual lives, businesses, and the economy overall.
❯ Over half of Americans believe 5G will create new jobs. But there is still education that needs to be done on 5G – four in ten consumers say either that 5G won’t
enable new technologies or they don’t know, and 38% aren’t sure how 5G will affect jobs.
5. Close to one in three Americans view the U.S. as the global leader in 5G, with 28% undecided, and the rest divided among
an array of other countries.
4
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comTechnology Attitudes
© 2018 HarrisX. All rights reserved. 5
www.5GConsumerIndex.comRespondents overwhelmingly believe it’s important to invest
in technological innovation
Importance of Investing in Tech Innovation
55%
94%
39%
5%
1%
Not at all important Not that important Somewhat important Very important
Q4: How important do you believe it is for the United States to invest in technological innovation? (N=5,009)
6
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comThe importance of investing in tech innovation crosses
political lines
Importance of Investing in Tech Innovation
Showing Top 2 Box
94% 94%
92%
Republicans Democrats Independents
Q4: How important do you believe it is for the United States to invest in technological innovation?
Q999B: Which best describes your political party affiliation? Total (N=1,251); Republicans (N=417); Democrats (N=446); Independents (N=312); Other (N=76)
7
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comOlder Americans are even more likely to say it’s very
important to invest in technological innovation
• Men are also more likely to say this
Importance of Investing in Tech Innovation
Showing Top Box
63%
59%
55% 53% 55%
52%
47% 48%
All Men Women 18-24 25-34 35-44 45-54 55+
Gender Age
Q4: How important do you believe it is for the United States to invest in technological innovation? (N=5,009)
Men (N=2,434); Women (N=2,575); 18-25 (N=608); 25-34 (N=829); 35-44 (N=852); 45-54 (N=844); 55+ (N=1,875)
8
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com2 in 3 believe that technological innovation creates job
opportunities
• This belief crosses party lines – with democrats and republicans equally likely to agree
Impact of Tech Innovation – Job Creation
65%
19%
16%
All Respondents
Technological innovation creates job opportunities
Technological innovation reduces job opportunities
Don't know
Q3: Which of the following is closest to your view? Technological innovation… (N=5,009)
9
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comMajority of consumers believe that tech innovation creates
new jobs across geographies
• This belief crosses party lines – with democrats and republicans equally likely to agree
Impact of Tech Innovation – Job Creation
67% 67% 62%
19% 18% 21%
15% 15% 17%
Urban Suburban Small Town/Rural
Don't know
Technological innovation reduces job opportunities
Technological innovation creates job opportunities
Q3: Which of the following is closest to your view? Technological innovation… Total (N=5,009), Urban (N=892), Suburban (N=2676), Small
Town/Rural (N=1,479)
10
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comAmericans at the high and low ends of the income spectrum
are equally likely to think Technological Innovation creates
job opportunities
Impact of Tech Innovation – Job Creation
Showing “Technological Innovation Creates Job Opportunities”
67%
66%
63%
< 35k 35k - 75k 75k+
Household Income
Q3: Which of the following is closest to your view? Technological innovation… (N=5,009)Tech innovation is believed to help increase connectivity,
better education, and create new employment opportunities
Respondents agree that Tech Innovation can help address…
Ranked by Top 2 box
93% 92% 91% 91%
87% 85%
80%
68%
57% 53% 54% 53% 47% 45% 43% 27%
36% 40% 37% 37% 40% 40% 37% 41%
Increasing wireless Creating new STEM Creating new Improving the quality of Improving infrastructure Increasing access to Reducing the cost of Developing
connectivity education opportunities employment education healthcare for all healthcare comprehensive
opportunities/jobs Americans immigration reform
Somewhat agree Strongly agree
Q1: How strongly do you agree or disagree that technological innovation can help address the following issues? (N=5,009)
12
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comTech innovation is believed to help increase connectivity,
better education, and create new employment opportunities
Respondents agree that Tech Innovation can help address…
Showing top 2 box
94% 93% 93% 92% 92% 92% 92%
91% 91% 91%
89% 91%
88%
87% 86%
86% 85%
83%
82%
80% 79%
72%
67%
66%
Increasing wireless Creating new STEM Creating new employment Improving the quality of Improving infrastructure Increasing access to Reducing the cost of Developing comprehensive
connectivity education opportunities opportunities/jobs education healthcare for all healthcare immigration reform
Americans
Urban Suburban Small Town/Rural
Q1: How strongly do you agree or disagree that technological innovation can help address the following issues? Total
(N=5,009), Urban (N=892), Suburban (N=2676), Small Town/Rural (N=1,479)
13
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comInnovation has wide industry benefits beyond the technology
industry – especially emergency services and manufacturing
Industries benefited by Technological Innovation
Ranked by top 2 box
94% 92% 91% 91% 90% 86% 84% 81%
74%
58% 52% 51% 53% 51% 45% 35% 34% 27%
40% 41% 49% 47% 47%
37% 40% 38% 39%
Emergency services Manufacturing Transportation Education Healthcare Entertainment Retail Travel Real estate
/ Gaming / Tourism
Somewhat agree Strongly agree
Q5: How strongly do you agree or disagree that technological innovation can address issues in the following industries? (N=5,009)
14
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com5G Awareness and
Perceptions
© 2018 HarrisX. All rights reserved. 15
www.5GConsumerIndex.comMore than half of all Americans are aware of 5G technology
• Awareness of Virtual Reality and Artificial Intelligence are even higher
Awareness of Technologies
Ranked by all
83% 78%
57% 52%
29% 26%
19%
6%
Virtual reality Artificial intelligence 5G Cloud computing Internet of Things Machine learning Blockchain None of the above
Q6: Which of the following technologies have you heard of before today? (N=5,009)
16
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comAwareness is highest in Las Vegas, Los Angeles, Miami, and
Orlando – all cities with planned tests
61% 42% 57% 55% 50%
St Louis Minneapolis Chicago Detroit
54% Pittsburgh
53% Cleveland
Seattle
48%
Boston
55%
57% New York 58%
San Francisco 57% Philadelphia
DC
74%
Las Vegas 59%
Charlotte
66% 57%
Los Angeles
Atlanta
62%
Orlando
62%
56% Miami
58% Houston
Q6: Which of the following technologies Phoenix 57% 53% *Showing simplified MSA/CSA names
have you heard of before today? (N=5,009) Dallas Tampa 17
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comMen are more likely to say they’re aware of 5G, whereas
awareness is fairly consistent across age + carrier
• Younger and older Americans are equally aware of 5G (54% of those 18-24 and 55%)
Awareness of 5G
64%
59% 61% 60% 59%
57% 57% 57% 56%
54% 54%
50%
All Men Women 18-24 25-34 35-44 45-54 55+ AT&T Verizon T-Mobile Sprint
Gender Age Primary Carrier
Q6: Which of the following technologies have you heard of before today? Showing 5G Aware (N=2,857)
Men(1,567); Women(1,290); 18-24(330); 25-34(492); 35-44(518); 45-54(503); 55+(1,012); AT&T(691); Verizon(946); T-Mobile(341); Sprint(278)
18
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comMore than half of 5G-aware Americans are familiar with the
technology, believing it will lead to faster speeds
Familiarity with 5G Expectations for what 5G will enable
Open end, among those aware of 5G
Among those aware of 5G
14%
57%
43%
35%
43%
8%
5G
Not at all familiar Not that familiar “It will enable larger amounts of data to be disseminated
over a wider area faster and for less money.”
Somewhat familiar Very famliar
“I think it will significantly impact for the better all aspects of
Q7: How familiar would you say you are with 5G? (N=2,857)
communication and accessibility across the global spectrum.”
Q8: Based on what you know, what do you think 5G technology will enable? (Open end) (N=2,857)
19
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com8 in 10 believe 5G will be better than 4G/LTE – and the more
respondents know about 5G, the higher the expectations
Expectations of 5G as Better/Worse than 4G/LTE
43%
50%
59%
75%
40%
40% 34%
20%
14%
2% 8% 1% 5% 1% 3% 0%
1% 1% 1%
All respondents Aware of 5G 1% Familiar with 5G Very familiar with 5G
Significantly worse Somewhat worse About the same Somewhat better Significantly better
Q10: Based on what you know, do you expect 5G will be…(N=5,009)
Aware of 5G(N=2,857); Familiar with 5G (N=1,636); Very familiar with 5G(N=396)
20
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comMost respondents expect 5G will be easy for businesses and
consumers to adopt
• Among those who expect it to be difficult for consumers to adopt, this idea is driven by concerns
about the cost of upgrading and difficulty in learning how to use a new technology
Easy or Difficult for Businesses/Consumers to Adopt this Technology
24% 18%
43%
45%
25%
20%
2% 5%
9% 8%
Businesses Consumers
Don't know Very difficult Somewhat difficult Somewhat easy Very easy
Q20_B: As 5G is rolled out nationally, do you expect it will be easy or difficult for businesses to adopt this technology? (N=5,009)
Q20_C: As 5G is rolled out nationally, do you expect it will be easy or difficult for consumers to adopt this technology? (N=5,009)
21
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comThose who expect 5G will be difficult to adopt blame
cost and challenges in learning new technologies
Reasons 5G will be difficult for consumers to adopt
“A lot of people have a hard time with new
technology.”
“Many people don't adapt to change well, and 5G
seems very different from 4G”
“Everyone will need to purchase new equipment that
is 5G compatible - that will take time and money”
“Additional expense as a result of mandatory
conversion”
Q21: You mentioned you expect the 5G rollout to be [INSERT PREVIOUS ANSWER] for consumers to adopt. Why do 22
© 2018 HarrisX. All rights reserved.
you say that? [OPEN END] (Open end) (n=1,539)1 in 3 of those aware of 5G say it’s already available – with 2
in 3 who say it’ll be widely available before 2020
Expected Year of 5G availability
Aware of 5G
64%
35%
29%
25%
5%
3% 3%
It is already available 2019 2020 2021 2022 2023 or later
Notably, those who feel they’re
“very familiar” are even more
likely to say 5G will be widely
available before 2020 (70%)
Q9: Based on what you know, when do you expect that 5G will be widely available in the United States? (N=2,857)
23
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comThe more familiar Americans are with 5G, the more excited
they are about these technologies
Excitement for 5G Technologies
24% 27%
39%
68%
40%
40%
41%
28% 25% 25%
16%
9% 8% 4% 5%
2%
All Respondents Aware of 5G Familiar with 5G Very familiar with 5G
Not at all excited Not that excited Somewhat excited Very excited
Q13: Based on what you now know, how excited are you for the availability of 5G technologies? (N=5,009)
Aware of 5G(N=2,857); Familiar with 5G (N=1,636); Very familiar with 5G(N=396)
24
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comRespondents from Miami, Charlotte, and Houston are most
excited for 5G
52% 53% 70% 63% 48%
St Louis Minneapolis Chicago Detroit
65% Pittsburgh
46% Cleveland
Seattle
68%
Boston
70%
45% New York 65%
San Francisco 67% Philadelphia
61% DC
Las Vegas
73%
Charlotte
67% 69%
Los Angeles
Atlanta
68%
Orlando
81%
Miami
49% 72%
Q13: Based on what you now know, how excited are Phoenix
70% Houston
55% *Showing simplified MSA/CSA names
you for the availability of 5G technologies? (N=5,009) Dallas Tampa 25
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comHalf of Americans believe 5G will create new jobs, but a good
portion is still unsure of how it will impact jobs
• Those who are more familiar with 5G are more confident that 5G will create new job opportunities
Impact of 5G – Job Creation
51% 56%
66%
79%
11%
9%
9%
38% 35% 6%
25%
14%
All Respondents Aware of 5G Familiar with 5G Very familiar with 5G
Don't know 5G wil reduce job opportunities 5G will create job opportunities
Q12: Which of the following is closest to your view? 5G will… (N=5,009)
Aware of 5G(N=2,857); Familiar with 5G (N=1,636); Very familiar with 5G(N=396)
26
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comMore than half of Americans believe 5G will enable the
development of new technologies
Impact of 5G – New Technologies
55%
63%
71% 74%
25%
25%
24% 22%
20%
12% 5% 3%
Total Aware of 5G Familiar with 5G Very familiar with 5G
5G will enable the development of new technologies, in addition to improving existing technologies
5G will make existing technologies faster, but will not enable new technologies
Don't know
Q11: Which of the following is closest to your view?(N=5,009)
Aware of 5G(N=2,857); Familiar with 5G (N=1,636); Very familiar with 5G(N=396)
27
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com5G is expected to have the most impact on businesses, cities,
and the US economy
• Nearly 2 in 3 also expect 5G to impact their lives
Impact of 5G
Ranked by all
83%
79%
76%
71%
65% 63%
49% 40% 37% 35%
31% 27%
35% 39% 39% 37% 34% 35%
Businesses Cities The US economy Government Rural areas Your life
Somewhat A great deal
90% of those who are
‘very familiar’ with 5G
Q18: How much of an impact do you expect 5G will have on the following? (N=5,009) believe it will impact
their lives
28
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comTop 5G use cases include replacing home services, smart
energy grids, and real-time translation
Excitement for 5G Use Cases
Ranked by top 2 box
75% 75% 75% 72%
68% 67% 65%
59% 59% 58%
35% 51%
39% 38% 34% 29% 28% 47%
31% 25% 24% 25%
24% 19%
36% 40% 37% 38% 39% 39% 34% 34% 35% 34% 26% 28%
Replacement to Smart energy Replacement Real-time Smart cities/ Telehealth Supercharged IoT Next-generation Virtual or Remote Connected Expanded
cable or satellite grids to home internet translation communities artificial augmented surgery driverless drone use
TV service service intelligence (AI) reality vehicles
Somewhat excited Very excited
Q15: How excited are you about each of the following 5G use cases? (N=5,009)
29
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comAmericans find reliability, speed, and wider coverage most
appealing aspects of 5G
Appeal of Potential 5G Features
Ranked by top 2 box
93% 92% 91% 90% 89%
85% 81%
63% 63% 61% 57% 54% 54% 46%
30% 29% 30% 33% 35% 31% 36%
More reliable mobile Faster upload and Wider network Less lag time/delays Higher quality voice Higher quality video Greater number of
connections download speeds coverage in the United on mobile devices and video calls streaming connected
States devices/enables more
smart devices
Somewhat appealing Very appealing
Q14: How appealing are each of the following 5G technology features? (N=5,009)
30
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comRespondents are excited about the application of augmented
reality to the medical and education fields
Excitement about Augmented Reality Use Cases
41%
36%
24% 24% 22% 21% 20%
Medical Education Training Gaming Facial recognition Travel/tourism Retail/shopping
Q16B. Which augmented reality (AR) applications are you most excited about? (N=5,009)
31
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com5G is assumed to benefit large corporations over small
businesses, those in cities vs. rural areas, and the wealthy
Expected Groups that 5G will benefit
61%
53% 51%
42% 40% 43% 39% 43%
37%
29%
Large Small People in cities People in People in rural Wealthy people Middle class Working class People with People without
corporations businesses suburban areas areas people people college degrees college degrees
Q19: Which of the following groups do you expect 5G will benefit? (N=5,009)
32
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comApple and Google are top of mind leaders in 5G, followed by
the rest of the tech industry and the big carriers
Leaders in 5G technology today
(Open end)
Q23: What companies do you believe are the leaders in 5G technology today? Please type in as many as you can think of
below, using a separate box for each brand. (N=5,009)
33
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comWhile Verizon and Apple are assumed to be the leaders in 5G
tech, 1 in 4 are unsure who is the current 5G leader
Leaders in 5G Technology Today
Ranked by “one of the leaders”
43% 43%
36% 36% 35% 34%
27%
24%
20% 19%
16% 15% 17% 17% 16% 15%
7% 8% 7% 7%
2% 3% 1% 1% 2% 1%
Verizon Apple AT&T Google Samsung Microsoft Amazon T-Mobile LG Sprint Intel Sony Don't know
One of the leaders The leader
Q24: Which of the following companies do you believe are leaders in 5G technology today? (N=5,009)
Q25: What one company do you believe is the leader in 5G technology today? (N=5,009)
34
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.com1 in 3 believe the US is the leader in 5G today, while 4 in 10
point to another country
Leader in 5G Technology Today
32%
28%
17%
14%
4%
1% 1% 1% 1% 1% 1% 0% 0% 0% 0%
United States China Japan South Korea Germany Israel India Singapore Switzerland Sweden Finland Denmark France Other Don't know
32% 41% 28%
United States Another Country Not sure
Q22: What country do you believe is the leader in 5G technology today? (n=5009)
35
© 2018 HarrisX. All rights reserved. www.5GConsumerIndex.comYou can also read
