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HarrisX and T-Mobile 5 G Consumer Index Study

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5G consumer index

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HarrisX and T-Mobile 5 G Consumer Index Study

  1. 1. Introducing the 5GConsumerIndex.com
  2. 2. © 2018 HarrisX. All rights reserved. 2 1 2 3 Methodology and Key Findings Technology Attitudes 5G Awareness and Perceptions Table of Contents
  3. 3. © 2018 HarrisX. All rights reserved. 3 Objectives 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) www.5GConsumerIndex.com
  4. 4. © 2018 HarrisX. All rights reserved. 4 Key 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. www.5GConsumerIndex.com
  5. 5. © 2018 HarrisX. All rights reserved. 5 Technology Attitudes www.5GConsumerIndex.com
  6. 6. © 2018 HarrisX. All rights reserved. 6 Respondents overwhelmingly believe it’s important to invest in technological innovation 1% 5% 39% 55% Importance of Investing in Tech Innovation 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) 94% www.5GConsumerIndex.com
  7. 7. © 2018 HarrisX. All rights reserved. 7 The importance of investing in tech innovation crosses political lines 94% 94% 92% Republicans Democrats Independents Importance of Investing in Tech Innovation Showing Top 2 Box 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) www.5GConsumerIndex.com
  8. 8. © 2018 HarrisX. All rights reserved. 8 Older Americans are even more likely to say it’s very important to invest in technological innovation 55% 63% 47% 48% 52% 53% 55% 59% All Men Women 18-24 25-34 35-44 45-54 55+ Importance of Investing in Tech Innovation Showing Top Box 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) • Men are also more likely to say this www.5GConsumerIndex.com
  9. 9. © 2018 HarrisX. All rights reserved. 9 2 in 3 believe that technological innovation creates job opportunities 16% 19% 65% All Respondents Impact of Tech Innovation – Job Creation 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) • This belief crosses party lines – with democrats and republicans equally likely to agree www.5GConsumerIndex.com
  10. 10. © 2018 HarrisX. All rights reserved. 10 Majority of consumers believe that tech innovation creates new jobs across geographies 15% 15% 17% 19% 18% 21% 67% 67% 62% Urban Suburban Small Town/Rural Impact of Tech Innovation – Job Creation 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) • This belief crosses party lines – with democrats and republicans equally likely to agree www.5GConsumerIndex.com
  11. 11. © 2018 HarrisX. All rights reserved. 11 Americans at the high and low ends of the income spectrum are equally likely to think Technological Innovation creates job opportunities 67% 63% 66% < 35k 35k - 75k 75k+ Impact of Tech Innovation – Job Creation Showing “Technological Innovation Creates Job Opportunities” Household Income Q3: Which of the following is closest to your view? Technological innovation… (N=5,009) <35k (N=1,163); 35k-75k (N=1,588); 75k+(N=1,882) www.5GConsumerIndex.com
  12. 12. © 2018 HarrisX. All rights reserved. 12 Tech innovation is believed to help increase connectivity, better education, and create new employment opportunities 36% 40% 37% 37% 40% 40% 37% 41% 57% 53% 54% 53% 47% 45% 43% 27% 93% 92% 91% 91% 87% 85% 80% 68% Increasing wireless connectivity Creating new STEM education opportunities Creating new employment opportunities/jobs Improving the quality of education Improving infrastructure Increasing access to healthcare for all Americans Reducing the cost of healthcare Developing comprehensive immigration reform Respondents agree that Tech Innovation can help address… Ranked by Top 2 box Somewhat agree Strongly agree Q1: How strongly do you agree or disagree that technological innovation can help address the following issues? (N=5,009) www.5GConsumerIndex.com
  13. 13. © 2018 HarrisX. All rights reserved. 13 Tech innovation is believed to help increase connectivity, better education, and create new employment opportunities 94% 92% 92% 89% 88% 86% 80% 72% 93% 92% 91% 91% 87% 83% 79% 67% 93% 92% 91% 91% 86% 85% 82% 66% Increasing wireless connectivity Creating new STEM education opportunities Creating new employment opportunities/jobs Improving the quality of education Improving infrastructure Increasing access to healthcare for all Americans Reducing the cost of healthcare Developing comprehensive immigration reform Respondents agree that Tech Innovation can help address… Showing top 2 box 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) www.5GConsumerIndex.com
  14. 14. © 2018 HarrisX. All rights reserved. 14 37% 40% 40% 38% 39% 41% 49% 47% 47% 58% 52% 51% 53% 51% 45% 35% 34% 27% 94% 92% 91% 91% 90% 86% 84% 81% 74% Emergency services Manufacturing Transportation Education Healthcare Entertainment / Gaming Retail Travel / Tourism Real estate Industries benefited by Technological Innovation Ranked by top 2 box Somewhat agree Strongly agree Innovation has wide industry benefits beyond the technology industry – especially emergency services and manufacturing Q5: How strongly do you agree or disagree that technological innovation can address issues in the following industries? (N=5,009) www.5GConsumerIndex.com
  15. 15. © 2018 HarrisX. All rights reserved. 15 5G Awareness and Perceptions www.5GConsumerIndex.com
  16. 16. © 2018 HarrisX. All rights reserved. 16 More than half of all Americans are aware of 5G technology 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 Awareness of Technologies Ranked by all Q6: Which of the following technologies have you heard of before today? (N=5,009) • Awareness of Virtual Reality and Artificial Intelligence are even higher www.5GConsumerIndex.com
  17. 17. © 2018 HarrisX. All rights reserved. 17 Awareness is highest in Las Vegas, Los Angeles, Miami, and Orlando – all cities with planned tests 74% Las Vegas 66% Los Angeles 48% Boston 57% Chicago 57% Dallas 56% Houston 55% Detroit *Showing simplified MSA/CSA names 55% New York 58% Philadelphia 57% DC 62% Miami 62% Orlando 53% Tampa 57% San Francisco 53% Seattle 58% Phoenix 57% Atlanta 59% Charlotte 50% Pittsburgh 42% Minneapolis 54% Cleveland 61% St Louis Q6: Which of the following technologies have you heard of before today? (N=5,009) www.5GConsumerIndex.com
  18. 18. © 2018 HarrisX. All rights reserved. 18 Men are more likely to say they’re aware of 5G, whereas awareness is fairly consistent across age + carrier 57% 64% 50% 54% 59% 61% 60% 54% 57% 57% 56% 59% All Men Women 18-24 25-34 35-44 45-54 55+ AT&T Verizon T-Mobile Sprint Awareness of 5G 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) • Younger and older Americans are equally aware of 5G (54% of those 18-24 and 55%) www.5GConsumerIndex.com
  19. 19. © 2018 HarrisX. All rights reserved. 19 More than half of 5G-aware Americans are familiar with the technology, believing it will lead to faster speeds 8% 35% 43% 14% 5G Familiarity with 5G Among those aware of 5G Not at all familiar Not that familiar Somewhat familiar Very famliar Q8: Based on what you know, what do you think 5G technology will enable? (Open end) (N=2,857) Expectations for what 5G will enable Open end, among those aware of 5G “It will enable larger amounts of data to be disseminated over a wider area faster and for less money.” “I think it will significantly impact for the better all aspects of communication and accessibility across the global spectrum.” 57% 43% Q7: How familiar would you say you are with 5G? (N=2,857) www.5GConsumerIndex.com
  20. 20. © 2018 HarrisX. All rights reserved. 20 1% 1% 1% 1% 2% 1% 1% 0% 14% 8% 5% 3% 40% 40% 34% 20% 43% 50% 59% 75% All respondents Aware of 5G Familiar with 5G Very familiar with 5G Expectations of 5G as Better/Worse than 4G/LTE Significantly worse Somewhat worse About the same Somewhat better Significantly better 8 in 10 believe 5G will be better than 4G/LTE – and the more respondents know about 5G, the higher the expectations 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) www.5GConsumerIndex.com
  21. 21. © 2018 HarrisX. All rights reserved. 21 Most respondents expect 5G will be easy for businesses and consumers to adopt 9% 8% 2% 5% 20% 25% 45% 43% 24% 18% Businesses Consumers Easy or Difficult for Businesses/Consumers to Adopt this Technology 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) • 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 www.5GConsumerIndex.com
  22. 22. © 2018 HarrisX. All rights reserved. 22 Those 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 Q21: You mentioned you expect the 5G rollout to be [INSERT PREVIOUS ANSWER] for consumers to adopt. Why do you say that? [OPEN END] (Open end) (n=1,539) “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”
  23. 23. © 2018 HarrisX. All rights reserved. 23 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 29% 35% 25% 5% 3% 3% It is already available 2019 2020 2021 2022 2023 or later Expected Year of 5G availability Aware of 5G Q9: Based on what you know, when do you expect that 5G will be widely available in the United States? (N=2,857) Notably, those who feel they’re “very familiar” are even more likely to say 5G will be widely available before 2020 (70%) 64% www.5GConsumerIndex.com
  24. 24. © 2018 HarrisX. All rights reserved. 24 The more familiar Americans are with 5G, the more excited they are about these technologies 9% 8% 4% 2% 28% 25% 16% 5% 40% 40% 41% 25% 24% 27% 39% 68% All Respondents Aware of 5G Familiar with 5G Very familiar with 5G Excitement for 5G Technologies 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) www.5GConsumerIndex.com
  25. 25. © 2018 HarrisX. All rights reserved. 25 Respondents from Miami, Charlotte, and Houston are most excited for 5G 61% Las Vegas 67% Los Angeles 68% Boston 70% Chicago 70% Dallas 72% Houston 63% Detroit *Showing simplified MSA/CSA names 70% New York 65% Philadelphia 67% DC 81% Miami 68% Orlando 55% Tampa 45% San Francisco 46% Seattle 49% Phoenix 69% Atlanta 73% Charlotte 48% Pittsburgh 53% Minneapolis 65% Cleveland 52% St Louis Q13: Based on what you now know, how excited are you for the availability of 5G technologies? (N=5,009) www.5GConsumerIndex.com
  26. 26. © 2018 HarrisX. All rights reserved. 26 Half of Americans believe 5G will create new jobs, but a good portion is still unsure of how it will impact jobs 38% 35% 25% 14% 11% 9% 9% 6% 51% 56% 66% 79% All Respondents Aware of 5G Familiar with 5G Very familiar with 5G Impact of 5G – Job Creation 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) • Those who are more familiar with 5G are more confident that 5G will create new job opportunities www.5GConsumerIndex.com
  27. 27. © 2018 HarrisX. All rights reserved. 27 More than half of Americans believe 5G will enable the development of new technologies 20% 12% 5% 3% 25% 25% 24% 22% 55% 63% 71% 74% Total Aware of 5G Familiar with 5G Very familiar with 5G Impact of 5G – New Technologies 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) www.5GConsumerIndex.com
  28. 28. © 2018 HarrisX. All rights reserved. 28 5G is expected to have the most impact on businesses, cities, and the US economy 35% 39% 39% 37% 34% 35% 49% 40% 37% 35% 31% 27% 83% 79% 76% 71% 65% 63% Businesses Cities The US economy Government Rural areas Your life Impact of 5G Ranked by all Somewhat A great deal Q18: How much of an impact do you expect 5G will have on the following? (N=5,009) • Nearly 2 in 3 also expect 5G to impact their lives 90% of those who are ‘very familiar’ with 5G believe it will impact their lives www.5GConsumerIndex.com
  29. 29. © 2018 HarrisX. All rights reserved. 29 Top 5G use cases include replacing home services, smart energy grids, and real-time translation 36% 40% 37% 38% 39% 39% 34% 34% 35% 34% 26% 28% 39% 35% 38% 34% 29% 28% 31% 25% 24% 25% 24% 19% 75% 75% 75% 72% 68% 67% 65% 59% 59% 58% 51% 47% Replacement to cable or satellite TV service Smart energy grids Replacement to home internet service Real-time translation Smart cities/ communities Telehealth Supercharged IoT Next-generation artificial intelligence (AI) Virtual or augmented reality Remote surgery Connected driverless vehicles Expanded drone use Excitement for 5G Use Cases Ranked by top 2 box Somewhat excited Very excited Q15: How excited are you about each of the following 5G use cases? (N=5,009) www.5GConsumerIndex.com
  30. 30. © 2018 HarrisX. All rights reserved. 30 Americans find reliability, speed, and wider coverage most appealing aspects of 5G 30% 29% 30% 33% 35% 31% 36% 63% 63% 61% 57% 54% 54% 46% 93% 92% 91% 90% 89% 85% 81% More reliable mobile connections Faster upload and download speeds Wider network coverage in the United States Less lag time/delays on mobile devices Higher quality voice and video calls Higher quality video streaming Greater number of connected devices/enables more smart devices Appeal of Potential 5G Features Ranked by top 2 box Somewhat appealing Very appealing Q14: How appealing are each of the following 5G technology features? (N=5,009) www.5GConsumerIndex.com
  31. 31. © 2018 HarrisX. All rights reserved. 31 Respondents are excited about the application of augmented reality to the medical and education fields 41% 36% 24% 24% 22% 21% 20% Medical Education Training Gaming Facial recognition Travel/tourism Retail/shopping Excitement about Augmented Reality Use Cases Q16B. Which augmented reality (AR) applications are you most excited about? (N=5,009) www.5GConsumerIndex.com
  32. 32. © 2018 HarrisX. All rights reserved. 32 5G is assumed to benefit large corporations over small businesses, those in cities vs. rural areas, and the wealthy 61% 42% 53% 40% 37% 51% 43% 39% 43% 29% Large corporations Small businesses People in cities People in suburban areas People in rural areas Wealthy people Middle class people Working class people People with college degrees People without college degrees Expected Groups that 5G will benefit Q19: Which of the following groups do you expect 5G will benefit? (N=5,009) www.5GConsumerIndex.com
  33. 33. © 2018 HarrisX. All rights reserved. 33 Apple and Google are top of mind leaders in 5G, followed by the rest of the tech industry and the big carriers 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) Leaders in 5G technology today (Open end) www.5GConsumerIndex.com
  34. 34. © 2018 HarrisX. All rights reserved. 34 While Verizon and Apple are assumed to be the leaders in 5G tech, 1 in 4 are unsure who is the current 5G leader 43% 43% 36% 36% 35% 34% 24% 20% 17% 17% 16% 15% 19%16% 15% 7% 8% 7% 7% 2% 3% 1% 1% 2% 1% 27% Verizon Apple AT&T Google Samsung Microsoft Amazon T-Mobile LG Sprint Intel Sony Don't know Leaders in 5G Technology Today Ranked by “one of the leaders” 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) www.5GConsumerIndex.com
  35. 35. © 2018 HarrisX. All rights reserved. 35 1 in 3 believe the US is the leader in 5G today, while 4 in 10 point to another country 32% 17% 14% 4% 1% 1% 1% 1% 1% 1% 0% 0% 0% 0% 28% United States China Japan South Korea Germany Israel India Singapore Switzerland Sweden Finland Denmark France Other Don't know Leader in 5G Technology Today Q22: What country do you believe is the leader in 5G technology today? (n=5009) 41% Another Country 32% United States 28% Not sure www.5GConsumerIndex.com

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