harrisx 5g intelligence platform · overview topics covered in an effort to track the adoption of...

HarrisX 5G Intelligence Platform

© 2019 HarrisX. All rights reserved.2

The HarrisX 5G Intelligence Platform gives a comprehensive and dynamic view of changing perceptions towards 5G

SAMPLE

OVERVIEW

TOPICS COVERED

In an effort to track the adoption of 5G Technology, HarrisX launched the 5G Intelligence Platform in April 2019.

The 5G Intelligence Platform will provide an in-depth, comparative view among consumers, household decision-makers, and business leaders, and looks at a wide array of variables including adoption, awareness, familiarity, favorability, intent to adopt or purchase, barriers to entry,

concerns, value and differentiation, leadership in the 5G field, and general expectations.

New 5G Intelligence Platform will collect information on a monthly basis among more than 10,000 wireless subscribers, 8,000 household decision makers, and 500 business decision makers across small, medium, and large businesses

Impact on providersSwitching among carriers |

Cannibalization of other services | Switching across

device manufacturers

Awareness of and familiarity with 5G

Perceptions of 5G and Carrier’s ability to deliver

Expected benefits of 5G

Concerns around 5G launch

Impact on satisfaction and retention

5G in the Home

5G in the workplace

Cost expectations for 5G

5G


Respondents who currently have either

prepaid or postpaid service

• At least 10,000 respondents per

month

• Age 13+

Weighting Methodology: Wireless

subscribers are collected as a part of the

HarrisX Mobile Insights survey, which is

weighted to be representative nationally and

within 50+ markets. Weighting parameters

include age, gender, household size, annual

income, marital status, race/ethnicity, and

wireless provider.

Respondents who self-identify as

household decision makers

• At least 8,000 respondents per

month

• Age 18+

Weighting Methodology: Household

decision makers are collected as a part of the

HarrisX Mobile Insights survey, which is

weighted to be representative nationally and

within 50+ markets. Weighting parameters

include age, gender, household size, annual

income, marital status, race/ethnicity, and

wireless provider.

Respondents who have C-Suite, VP or

Director level job titles & decision-

making authority over multiple

departments in their company

• At least 500 respondents per month

• Age 22+

Weighting Methodology: To reflect the

current business landscape, the business

decision maker sample is weighted by

employment size in accordance with US

Census data.

Wireless Subscribers Household Decision Makers Business Decision Makers

The 5G Intelligence Platform collects information on a monthly basis among wireless subscribers, household decision makers, and business decision makers across small, medium, and large businesses. The wireless subs data throughout this presentation was collected in November 2019, the BDM data is from Q3 2019.

Methodology


1. Business Decision Makers (BDMs) are significantly more aware than wireless consumers of 5G, and believe that its important when choosing a wireless provider• BDMs expect that Telecommunications as well as Emergency Services, Transportation and Healthcare will

be the most likely industries to benefit from 5G

Key Findings and Implications

2. Speed and reliability that enable higher quality streaming and greater networking were the most expected benefits of 5G across both BDMs and Wireless consumers

• BDMs are more willing to pay for these benefits with 65% of BDMs and half of consumers saying they are willing to pay more for 5G service

3. Availability of 5G will drive switching from services and devices, with 44% of BDMs and 21% of consumers saying they will switch for 5G service from their current wireless provider • Even the most satisfied customers are willing to switch for 5G service availability • Among both wireless subs and BDMs, Apple is perceived as the leading manufacturer for 5G, followed by Samsung• Wireless subs view Verizon as the top provider for 5G whereas BDMs see AT&T as leading the space


Awareness and Importance of 5G is highest among BDMs; Already over 1 in 2 BDMs and 37% of subscribers believe 5G is important when choosing a wireless provider

Q90006. Before today, have you heard of 5G?; Wireless subs (N= 12,055), HH Decision Makers (N=9,406), BDMs (N=731)

Q90008. How important is the availability of a 5G network in deciding which wireless service provider to have service with?; Wireless subs (N= 12,055), HH Decision Makers (N=9,406)

Q90058. How important is the availability of a 5G network for your business in deciding which wireless service provider to have service with? BDMs (N=731)

Importance of 5G Network Availability for choosing Wireless Service Provider

(Top 2 Box)5G Awareness

BDMs

Household decisions makers

WirelessSubscribers

BDM awareness of 5G saw a 4 point jump from 88% to 92%

when compared to Q1 2019 data.

Wireless subscribers and household decision makers have seen continuous increases in 5G

awareness83%

85%

92%However, a slightly smaller portion ofBDMs say that 5G is important – 53%compared to 58% in Q1 2019.

Importance of 5G has largely remained the same, hovering around 35-40% for wireless subs and household decision makers

37%

39%

53%


72% 74%77% 79% 79%

83% 83% 84% 83%

41% 40%

48%51%

44% 43%

51% 51%54%

37%35% 33% 33%

36% 37% 36% 35% 36%

Mar-19 Apr-19 May-19 Jun-19 Jul-19 Aug-19 Sep-19 Oct-19 Nov-19

Awareness Familiarity (Top 2 Box) 5G will be Significantly Better than 4G/LTE

5G Familiarity and Perceptions Compared to 4G/LTE

Wireless Subscribers

Q90006. Before today, have you heard of 5G?; March 2019 (14,111) April 2019 (13,665); May 2019 (13,432); June 2019 (12,993); July 2019 (13,068); August 2019 (11,538); September 2019 (11,483); October (12,714); November (12,055)

Q90045: How familiar are you with 5G? March 2019 (9,823); April 2019 (9,941); May 2019(10,222); June 2019(10,135); July 2019 (10,267); August 2019 (9,367); September 2019 (9,376); October (10,568); November (9,993)

Q90007: Based on what you may know, would you say 5G will be… March 2019 (14,111) April 2019 (13,665); May 2019 (13,432); June 2019 (12,993); July 2019 (13,068); August 2019 (11,538); September 2019 (11,483) ; October (12,714); November (12,055)

While awareness remained steady, 5G familiarity among wireless subscribers increased in November 2019


BDMs are most excited about faster speeds from 5G, while only 1 in 4 are excited about increased productivity for employees on the go

Wireless subscribers are also most excited about 5G speeds, while only 1 in 5 are excited

about upgrading their home internet to 5G

Business Decision Makers


26%

27%

31%

31%

32%

33%

39%

46%

48%

68%

18%

20%

22%

21%

26%

26%

33%

41%

41%

65%Faster Speed

Higherquality streaming

More reliability

Ability to connect moredevices to the internet

Enhanced data security

Wider network coverage

Enhanced communication

Increased productivity foremployees on the go

Accelerated developmentof new technologies

Better serviceplan options

Faster Speed

More reliability

Higher quality streaming

Wider network coverage

Enhanced data security

Ability to connect more devicesto the internet

Better service plan options

Upgrade homeinternet to 5G

Accelerated developmentof new technologies

Enhanced communication

Q90048. Which of the following potential benefits about 5G, if any, are you excited about?

BDMs (N=731) Wireless Subs (N= 12,055)

Share of Wireless subs Excited by Potential 5G Benefits

Share of BDMs Excited by Potential 5G Benefits


21%

1%

9%

12%

17%

23%

36%

46%

18%

2%

13%

19%

19%

33%

23%

41%It will be too expensive

I will have to buy all new devices / My business will have to buy new devices

The rollout will be inconsistent indifferent areas in the US

It won't live up to my expectations

Susceptibility to cybersecurity attacks

Difficult to adopt

Other

None of the above

Most Americans have some concerns about 5G, largely related to cost or acquiring new devices

BDMs are less concerned compared with wireless

subscribers about cost/acquisition of new

devices; instead they over-index on concerns about rollout and susceptibility to cybersecurity attacks

Q90050: Which of the following concerns, if any, do you have about 5G? Wireless Subs (N= 12,055); BDMs (N=731)

Share of Respondents with the Following 5G Related Concerns




SpeedWhile Speed was the underlying theme touted by most BDMs as a benefit of 5G, they believed that 5G would drive increased productivity, better communications with salesforces and with clients and improved data security

Other specific themes included – increased productivity for employees, greater AI capabilities, ability to connect more easily with remote employees, increased potential to conduct business

with clients in distant locations, more efficient collaboration etc.

“Improved access to customer information. Shorter lead times in obtaining information from our data bases and information outside our systems.”

“I work in e-commerce, so

having faster, more reliable service will improve the service I can provide.”.

“I work in healthcare. telehealth services are becoming widely used. This will greatly improve data quality and speed for sending complex documents.”

In open-ends, BDMs overwhelmingly highlight that 5G will enable faster speeds which in turn will drive other benefits…


Telecom and Emergency Services are among the top industries expected to benefit from 5G; 47% of BDMs feel their industries will benefit from 5G

5G Industry Impact

Perceptions Among BDMs

Top industries 5G is expected to benefit

67%

52%

40%

40%

35%

32%

28%

28%

22%

70%

56%

38%

43%

32%

38%

29%

26%

19%

Healthcare

Manufacturing

Transportation

Telecommunications

Emergency services

Education

Engineering

Retail

Real estate

42%

47%

12%

BDMsWireless Subscribers

Q90052. Which of the following is closest to your view?;

Q90054. What industries do you believe will benefit from technologies enabled by 5G?; Wireless Subs (N= 12,055), BDMs (N=731)

© 2019 HarrisX. All rights reserved.


Most BDMs believe 5G will be worth paying for, while wireless consumers are split on its value

25%

25%

10%

40%

Strongly agree

Somewhat agree

Somewhat disagree

Stronglydisagree

BDMsAgreement

that 5G Benefits

are Worth Paying

More for


8%

34%

16%

42%

Strongly agree

Somewhat agree

Somewhat disagree

Stronglydisagree

Wireless Subs

Agreement that 5G Benefits

are Worth Paying

More for


50%65%

Q90073. Based on what you know, how strongly do you agree or disagree with the following statement? “Given the anticipated benefits of the technology, 5G is worth paying more for” BDMs (N=731), Wireless Subs (N= 12,055)


Only 1 in 5 wireless subs are likely to switch providers due to 5G, while almost 1 in 2 BDMs will switch provider for 5G wireless service

Q90009. How likely are you to switch wireless service providers if your provider did not offer a national 5G network and another provider did? Wireless Subs (N=12,055)

Q90061. How likely is your business to switch wireless service providers if your provider did not offer a national 5G network and another provider did? BDMs (N=731)

Somewhat likely

Neither unlikely nor likely

Somewhat unlikely

Very unlikely



28%14%

18%

14%

33%

25%

14%

21%

7%

24%

Wireless SubscribersBDMs

44%

21%Likelihood to switch wireless providers if current provider does not offer a national 5G network

Very likely


Satisfied subscribers are as likely to switch providers for 5G as any other wireless subscriber

Very likely

Somewhat likely


Somewhat unlikely

Very unlikely

Overall Satisfied with Carrier

(Top 3 Box)

All consumers


Q90009: How likely are you to switch wireless service providers if your provider did not offer a national 5G network and another provider did? All Respondents (N=12,055), Top 3 Box (N=9,658)

28% 30%

18% 18%

33% 31%

14% 13%

7% 7%21% 18%

Likelihood to switch wireless providers if your current provider does not offer a national 5G network –Wireless Subs


More than half of BDMs are likely to sign up for a 5G wireless service plan in the next year, along with about a third of wireless subscribers

Very likely

Somewhat likely


Somewhat unlikely

Very unlikely



16%10%

14%

8%

36%

22%

23%

22%

11%

34%

Wireless SubscribersBDMs

55%

34%

Q90059. If available, how likely are you to sign up for a 5G wireless service plan in the next 12 months? Wireless Subs (N= 12,055)

Q90060. If available, how likely is your business to sign up for a 5G wireless service plan in the next 12 months? BDMs (N=731)

Likelihood to sign up for a 5G wireless service plan in next 12 months


1 in 5 wireless subscribers are likely to switch device manufacturers to access a 5G phone, with another third on the fence; Current Samsung owners are slightly more likely to switch than Apple owners

27%28%28%

18%22%19%

33%31%32%

15%13%15%

6%6%6%

Current Samsung OwnersCurrent Apple OwnersWireless Subscribers

Very likely

Somewhat likely


Somewhat unlikely

Very unlikely

21% 21%


19%

Q90009A: How likely are you to switch device manufacturers if your current manufacturer did not offer 5G smartphones and another manufacturer did? Wireless Subs (N= 12,055), Apple owners (N=4,563), Samsung owners (N=3,985)

Likelihood to switch device manufacturers to access 5G phones


34%

29%

10%

3% 2% 1% 1%3%

17%15%

25%

8%

3% 2% 2%1% 2%

44%

AT&T Verizon T-Mobile Sprint Comcast Spectrum DirecTV Other Don't know

Verizon is top service provider associated with 5G for wireless subs, however business decision makers view AT&T as the leader in the space



Service Provider Leading in 5G Today

As more players enter the 5G space, there is increased

uncertainty about who the leading provider in 5G is. In November 2019 about 44% said they “Didn’t know”, up

from 38% in March

Q90072: Which service provider do you believe is the leader in 5G technology today? BDMs (N=464), Wireless subs (N= 5,993)


Both BDMs and wireless subs are most likely to say Apple and Samsung are leaders in 5G

34%

27%

5% 4% 4%1% 1% 0%

2%

21%

26%

22%

5%

2% 2% 1% 1% 1% 1%

40%

Apple Samsung Google LG Motorola Amazon Nokia Sony Other Don’t know



Device Manufacturer Leading in 5G Today

The rates of uncertainty have increased when it comes to

the leading device manufacturer in 5G today, rising to 40% in September 2019 from 32% in March

Q90071: Which device manufacturer do you believe is the leader in 5G technology today? BDMs (N=468), Wireless Subs (N= 6,062)

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