NRG：2021年電信行業調查報告-了解用戶手機使用及5G速率預期（英文版）（23頁）.pdf

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1、THE NEED FOR SPEED Understanding Mobile Phone Use and 5G Expectations2021COPYRIGHT 2021 THE NORTHRIDGE GROUP2The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsReport OverviewThe Need for SpeedUnderstanding Mobile Phone Use and 5G Expectations03Executive Summary 04Mobile Phone Fin

2、dings 06Survey Objectives and MethodologyCarrier Service and Satisfaction 105G Awareness and Interest19NRG conducted a quantitative online survey of n=1,400 US General Population Consumers ages 14-70 who use a mobile phone. All respondents committed to providing thoughtful and honest answers to the

3、survey questions.The 15-minute online survey covered a variety of topics related to mobile phone usage, attitudes, and preferences.The study was fielded in May 2021 a time when disruptions from COVID-19 had dominated the previous year.+ Online consumer survey among representative US sample + The ana

4、lysis was conductedfor the total sample and several key demographic and behavioral subgroups, including the following age groups:+ Generation Z (Gen Z): born 1996-2015+ Millennials: born 1977-1995+ Generation X (Gen X): born 1965-1976+ Baby Boomers: born 1946-1964+ Develop foundational learning on c

5、onsumer usage habits, attitudes, and behaviors related to mobile phonesand mobile service carriers+ Gain learning on consumer awareness and understanding of, and interest in 5G service+ Understand if and how age, gender, and other key demographic criteria impact these attitudes and behaviorsWhatWhoW

6、hereWhenSurveyObjectivesCOPYRIGHT 2021 THE NORTHRIDGE GROUP3The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsCOPYRIGHT 2021 THE NORTHRIDGE GROUP4The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsApple has the majority of the mobile phone device market and is

7、particularly strong with Generation Z.+Overall, 49% of consumers report having an iPhone, while 70% of Gen Z use an iPhone.The majority of consumers got a new phone in the past year, primarily due to breakage or battery issues.+Younger consumers are more likely to have gotten a new phone in the past

8、 year -65% of Gen Z and 69% of Millennials got new phones Verizon, AT&T and T-Mobile/Sprint Dominate the Carrier Market.The overwhelming majority of mobile consumers are satisfied with their carriers and most havent switched in years.+89% of consumers are very/somewhat satisfied with their carri

9、er.+59% of consumers havent switched carriers in more than three years.Coverage, particularly in the local area, is critical for all age groups in choosing a service carrier. Consumers expect coverage where and when they need it. +Three of the top four consumer priorities for choosing a service carr

10、ier relate to network coverage/performance issues +Fast data response and High Bandwidth are also important, particularly to younger consumers. Gen. Z equally values Fast Data Response and Coverage. Nearly all mobile phone users have heard of 5G and most believe they have at least some understanding

11、 of it.+Men are more likely than women to feel they have a strong understanding of 5G.+The majority of users associate 5G with faster speeds.About two-thirds of consumers are excited to get onto 5G, with a quarter seeking to get on as fast as possible.Carriers 5GMobile Phones Executive SummaryCOPYRI

12、GHT 2021 THE NORTHRIDGE GROUP5The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsExecutive SummaryGen Z is driving new behaviors with mobile phones and are far more likely than other age groups to use their phone for activities beyond the typical email, photos and internet surfing

13、. There is a total shift in how Gen Z consumes media (and not just social media).+69% report watching long-form video (TV/movies) on their phones, the activity with the biggest gap to other age groups, including Millennials.+For Gen Z, their mobile phone is their primary source for long-form video p

14、rogramming, replacing the stationary television in the family room. Gen Z has higher expectations and wants MORE when it comes to mobile phones.+Faster speeds / no lag in anything they ask their phone to do+The latest model phones+More activities on/with their phones+More devices +More servicesThe v

15、ast majority of Gen Z use an iPhone. The Apple ecosystem is likely to keep them tied to iPhone as they age, portending achallenging marketplace for competing device and mobile OS suppliers.Generation ZCOPYRIGHT 2020 THE NORTHRIDGE GROUP62021 MOBILITY AND 5G SURVEY FINAL REPORTMobile Phone FindingsCO

16、PYRIGHT 2021 THE NORTHRIDGE GROUP7The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsApple Leads the Mobile Phone Market and is Particularly Strong with Gen Z 49%29%10%3%1%7%70%15%6%4%0%5%AppleSamsungLGGoogle PixelAlcatelOtherMobile Phone Ownership by BrandTotalGen ZThe Apple ecos

17、ystem is likely to keep Gen Z tied to iPhone, making it challenging for competitorsCOPYRIGHT 2021 THE NORTHRIDGE GROUP8The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsMost Recent New PhoneAbout Half of Consumers Got a New Phone in the Past Year, Primarily Due to Breakage or Bat

18、tery IssuesYounger consumers are more likely to have gotten a new phone more recently7%9%11%12%13%14%17%17%23%24%29%Give old phone to a fam memChange phone brandsChange carriersNew phone was a giftFree/reduced price phone dealGet latest model quickly as possGet increased phone storageFor app old pho

19、ne cant handleWant new features/functionsOld battery not working wellOld phone broke6%11%28%21%20%14%In the past 3 months3-6 months ago7-12 months ago1-2 years ago3-4 years ago 4 years ago55%TotalPastYearGen Z65%Mill69%Gen X51%Boom40%Reason for New Phone55%COPYRIGHT 2021 THE NORTHRIDGE GROUP9The Nee

20、d for Speed: Understanding Mobile Phone Use and 5G Expectations35%44%52%57%58%58%59%60%65%66%67%71%73%76%83%83%Online video gamingWatch long videos (TV/movies)Playing app-based gamesGenl purpose appsReading the newsTaking videosVideo callsOnline bankingWatch short videos (clips/mssgs)Listening to mu

21、sic/podcastsCheck/post social mediaOnline shoppingMaps/directionsSurfing the internetTaking photosEmailActivities Use Phone For Other than Calls/Texts+ Gen Z spends more time than other age groups listening to music & podcasts+ Women.Gen ZAll Other AgesMaleFemale73%86%81%86%79%84%78%88%70%77%74%

22、77%63%76%72%75%68%71%66%76%69%66%59%75%78%64%63%70%71%64%64%67%45%63%59%61%68%57%56%62%66%56%54%63%39%62%59%56%48%60%55%60%63%50%48%57%69%39%42%47%52%32%39%32%Avg # times/mo25.214.925.211.411.923.821.020.017.112.911.521.718.421.017.219.5higher than other subgroup(s)Most frequentLeast frequentBeyond

23、Calling and Texting, Email, Photos, and Internet Surfing are the Most Common Mobile Phone Activities + There is a shift in how Gen Z consumes media; 69% watch TV/movies on their phone, the activity with the biggest gap to other age groups + Women use their phone for more activities overall than menG

24、en Z is driving new behaviors with mobile phones and use their phones for a wide range of activitiesCOPYRIGHT 2020 THE NORTHRIDGE GROUP102021 MOBILITY AND 5G SURVEY FINAL REPORTCarrier Service and Satisfaction COPYRIGHT 2021 THE NORTHRIDGE GROUP11The Need for Speed: Understanding Mobile Phone Use an

25、d 5G Expectations6%1%1%2%2%3%3%4%6%21%23%26%Other/Not sure/dont knowXfinitySpectrumUS CellularConsumer CellularCricket WirelessBoost MobileStraight Talk WirelessMetroT-Mobile/SprintAT&TVerizonMobile Phone Carrier UseVerizon, AT&T and T-Mobile/Sprint Dominate the Carrier MarketCOPYRIGHT 2021

26、THE NORTHRIDGE GROUP12The Need for Speed: Understanding Mobile Phone Use and 5G Expectations2%7%30%59%Very satisfiedSomewhat satisfiedNeither satisfied nor dissatisfiedSomewhat dissatisfiedVery dissatisfiedSatisfaction with CarrierTop 2 Box89%The Overwhelming Majority of Consumers are Satisfied With

27、 Their Carrier92%92%88%89%AT&TVerizonT-Mob/SprintOther1%COPYRIGHT 2021 THE NORTHRIDGE GROUP13The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsMost Recent Carrier SwitchReason for Carrier SwitchThe Majority of Consumers Havent Switched Carriers in More than 3 YearsA carrier s

28、witch is most common for a lower fee or more relevant plan5%12%13%14%14%22%26%28%34%36%OtherBundle with other servicesFree/reduced price new phoneTo join another persons planPoor cust svc experienceBetter coverage outside localBetter coverage in local areaBetter network performancePlans better fit y

29、our needsLess expensive monthly fee6%19%29%11%11%9%9%6%In the past 3 months3-6 months ago7-12 months ago1-2 years ago3-4 years ago 4 years agoNeverNot sure/DK59%COPYRIGHT 2021 THE NORTHRIDGE GROUP14The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsConsumers Value Coverage Above A

30、ll; Gen Z Equally Values Fast Data Response Wide Coverage57%High Bandwidth18%Fast Data Response25%Wide Coverage52%High Bandwidth20%Fast Data Response28%Wide Coverage36%High Bandwidth25%Fast Data Response39%Wide Coverage44%High Bandwidth25%Fast Data Response31%Wide Coverage67%High Bandwidth12%Fast Da

31、ta Response21%TotalGen ZMillennialsGen XBoomersAcross the board, importance of coverage increases significantly with age, while importance of fast data response decreases with age.Definitions UsedWide Coverage:Ability to get a signal to browse internet, use apps, make calls or send texts in as many

32、places as possibleFast Data Response Time:Ability to have a smooth real-time experience in video calls, augmented reality apps, or online gamingHigh Bandwidth:Smooth video streaming without buffering, fast downloads of files ofall sizesCOPYRIGHT 2021 THE NORTHRIDGE GROUP15The Need for Speed: Underst

33、anding Mobile Phone Use and 5G Expectations44%78%79%80%84%87%90%Ability to bundle with other services(cable, wifi, etc.)Customer serviceType of plans availableCoverage outside your local areaInternet speed/bandwidthPriceCoverage in your local areaImportance In Choosing Service CarrierTop 2 Box Summa

34、ryA number of factors are are important in choosing a service provider; only bundling with other services falls to the bottom of the listThree of the Top Four Consumer Priorities for Choosing a Service Carrier Relate to Network Coverage/Performance Issues COPYRIGHT 2021 THE NORTHRIDGE GROUP16The Nee

35、d for Speed: Understanding Mobile Phone Use and 5G ExpectationsPrice is the Most Important Element in a Phone Plan, Followed By Unlimited Texting and Data39%41%58%60%82%83%87%International calling optionsFree add-onsNumber of devices you can haveFamily bundlingUnlimited dataUnlimited textingPriceGen

36、 ZAll Other80%88%79%84%79%82%62%59%65%56%51%39%57%34%Gen Z places more importance on ancillary services like number of devices, add-ons, and international calling optionsImportance In Choosing Phone PlanTop 2 Box SummaryCOPYRIGHT 2021 THE NORTHRIDGE GROUP17The Need for Speed: Understanding Mobile Ph

37、one Use and 5G ExpectationsAbout a Third of Consumers Support Carriers Collecting Data from their Phones to Improve Network Performance15%18%31%20%16%Strongly in favorSomewhat in favorNeither in favor/oppSomewhat opposedStrongly opposedFeelings about Carriers Capturing Mobile Phone DataWhy Opposed39

38、%41%49%56%57%Dont believe really anonymousNot sure, but dont trust carriersConcerned carriers will sell the dataDont want to provide any info to carriersConcerned carriers will use data to sell more services36%33%Question: How do you feel about mobile carriers collecting anonymous information from y

39、our phone and sending it to them for the purpose of understanding how well their network is working?”COPYRIGHT 2021 THE NORTHRIDGE GROUP18The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsConsumers Report Having, on Average, Nearly 6 Internet-Connected Devices in Their Homes5.7Av

40、g. # of Connected Devices in HomeSelf-Reported $100K4.45.87.5Gen ZMillGen XBoom6.65.55.85.9HH w/KidsHH w/o Kids6.55.4Those who are younger, wealthier and have kids report having more connected devices than their counterpartsCOPYRIGHT 2020 THE NORTHRIDGE GROUP192021 MOBILITY AND 5G SURVEY FINAL REPOR

41、T5G Awareness and InterestCOPYRIGHT 2021 THE NORTHRIDGE GROUP20The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsNearly All Consumers Have Heard of 5G and Most Believe They Have Some Understanding of It2%11%24%37%26%TotalHave a strong understandingHave some understandingHave hear

42、d of it and think I know whatit means, but Im not sureHave heard of it but dont know whatit meansHave never heard of itUnderstanding of 5GMen are more likely than women to feel they have a strong understanding of 5G98%Aware of 5GMale70%Female56%Total63%Strong/Some Understanding of 5GCOPYRIGHT 2021 T

43、HE NORTHRIDGE GROUP21The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsMost Consumers Associate 5G With Faster SpeedsWhat Is 5G?COPYRIGHT 2021 THE NORTHRIDGE GROUP22The Need for Speed: Understanding Mobile Phone Use and 5G ExpectationsAbout Two-Thirds of Consumers are Excited to

44、Get Onto 5G; A Quarter Want to Get On as Quickly as Possible5%32%40%23%I cant waitIm interested but canwaitIm fine with whatever thecarrier offersI prefer not to get onto a5G networkInterest in Getting on 5G33%50%54%63%68%Faster for video streaming, upload/downloadMore network reliabilityBroader cov

45、erageBetter experience in video calling, online gaming, etc.Fewer dropped callsWhy Interested in Getting on 5GInterested63%15%24%27%32%37%Dont want to get a new phoneDont trust 5GConcerned it will increase costDont think there will be a differenceOtherWhy NotPrimarily health concernsConsistent with

46、the belief that 5G will be faster, wanting faster speeds tops the list of reasons whyAre You Ready to Meet Your Customers 5G Expectations?Contact Us For A Consultation with One of Our Experts!The Northridge Group is a growing management consulting firm committed to delivering value to clients and en

47、suring a better experience for their customers. We have deep expertise in the telecommunications Industry and specialize in Customer Experience and Operational Excellence initiatives, utilizing advanced data analytics and business process redesign to deliver measurable outcomes for our Fortune 200 and Government clients. Founded in 1999, The Northridge Group is a certified women-owned business made up of team members who are owners and deeply committed to the growth and success of the firm. For more information on The Northridge Group and its service offerings, please visit .