Media consumption in a 5G world - TV-Dagen · Left graph source: Ericsson ConsumerLab TV & Media...

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Media consumption in a 5G world

Consumer Insights from Ericsson ConsumerLab

Anders Erlandsson, Master Researcher Ericsson Consumer & IndustryLab 20190508

About Consumer & IndustryLab

Complementary data sources

Qualitative studies and

expert interviews Consumer research since 1995

>50 countries

>1.1 billion people represented

>2.6 million respondents

© Ericsson AB 2019 | 2019-03-06 | Ready steady game! | Page 2 (35)

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Representative opinion of 1 billion smartphone users

Source: Ericsson Consumer & IndustryLab, 5G consumer potential (May 2019)

35,000 Interviews were held with 35,000 consumers across 22 countries.

Qualitative research was carried out with two focus groups each in New York, London and Seoul.

Canada

United States

Brazil

Uruguay

Argentina Chile

Ireland

Finland UK

South Korea

Australia

Indonesia

Singapore Thailand

India

China UAE

Saudi Arabia

Italy France

Germany Belgium

New York Seoul

London

In 2017 we said that by 2020...

~1/2 of all viewing

will be done on portable screens

~1/2 of all viewing will be

on-demand

~1/3 of consumers will be VR

users

Source: Ericsson ConsumerLab TV & Media 2017 Study

BASE: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Brazil, Canada, China, Germany, India, Italy, Russia, South Korea, Spain, Sweden, Taiwan, UK & US TV Media 2017 Ericsson ConsumerLab Presentation | Ericsson Internal | © Ericsson AB 2018 | 2018-03-07 | Page 17 (18)

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Massive Mobile Video growth

of viewing on portable

devices

2010

2025

25%

of viewing on portable

devices

57%

Share of total video viewing hours on portable devices [Self-reported and self-estimated]

Left graph source: Ericsson ConsumerLab TV & Media Study (2010-2017) & 5G Potential (2019) Right graph source: Ericsson Mobility Report (Nov, 2018)

Left graph base: Population aged 16-69 watching TV/Video at least weekly and having Broadband at home in Brazil, Canada, China, Germany, India, Italy, South Korea, UK & US

Monthly mobile traffic by type [Measured and estimated]

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Video consumption to rise with 5G

Base: Population aged 16–59 with access to broadband at home and who watch TV/video at least weekly within 6 countries (Brazil, China, Germany, South Korea, the UK and the US) Source: Ericsson ConsumerLab Analytical Platform 2010–2017 (TV & Media study) and 5G consumer potential (May 2019) *3 years’ moving average

3 hours more video content will be consumed weekly on mobile devices, one hour of which will be on AR/VR glasses in a 5G future.

Self-reported weekly average time spent watching TV/video per screen* when out of home and estimated time in a 5G future

0

3

6

9

12

15

2010

2011

2012

2013

2014

2015

2016

2017

2018

2025

Hou

rs o

f vid

eo w

atch

ed p

er w

eek

AR/VR headsets and glasses Smartphone/tablet

Laptop

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Video as the silent killer app for 5G

"If we are practical, the single benefit when using 5G, with the biggest positive impact, is video. The low latency and the speed impact will lead to higher video consumption, less buffering and a greater quality on any device. 5G will give this benefit initially."

Jeff Dodds, Managing Director of Virgin Mobile UK

Consumer 5G use case roadmap

Base: Smartphone users aged 15–69 in Australia, Argentina, Brazil, Belgium, China, Canada, Chile, France, Finland, Germany, India, Indonesia, Ireland, Italy, KSA, South Korea, Singapore, Thailand, Uruguay, the UAE, the UK and the US Source: Ericsson Consumer & IndustryLab, 5G consumer potential (May 2019)

Automotive Entertainment Gaming and AR/VR eMBB Smart home (FWA) Shopping and immersive communications

1.5 years 4 years

1 year 3 years

1 year 3 years

1–2 years 1 year 4 years

1 year 3 years

50%

C

onsu

mer

s’ in

tere

st

8

0%

Timeline to go mainstream from 5G launch

Lowest (47%)

Highest (79%)

Willingness to pay

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1.5 years 4 years years

1 year 3 years 3 years

1 year 3 years years

1–2 years

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Shopping and immersive communications


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@ Ericsson AB 2019 | Consumer and IndustryLab | 5G Consumer Potential

Play the video

5G TV package

5G could trigger a new wave of cord-cutting

[VALUE]

15%


Among those looking to switch, 8 in 10 are interested in a 5G home wireless broadband offering.

Around 22 percent of consumers say the TV bundle has become increasingly unappealing.

Likelihood of switching Reasons for switching fixed broadband provider

4%

13%

14%

22%

22%

23%

34%

38%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Other

Relocating

Same provider as for mobile wanted

Poor customer service

Bundled TV not good value for

Unreliable connection

Lower speeds than advertised

Too expensive

55%

Unlikely to switch

Likely to switch fixed broadband provider in the next 6 months Dissatisfied with home broadband, but unlikely to switch in the next 6 months due to limited broadband alternatives available

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Consumer 5G use case roadmap


Automotive Entertainment Gaming and AR/VR eMBB Smart home (FWA) Shopping and immersive communications

1.5 years 4 years

1 year 3 years

1 year 3 years

1–2 years 1 year 4 years

1 year 3 years

50%

C

onsu

mer

s’ in

tere

st

8

0%

Timeline to go mainstream from 5G launch

Lowest (47%)

Highest (79%)

Willingness to pay


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Automotive

1.5 years 4 years years

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Gaming and AR/VR eMBB Smart home (FWA) Shopping and immersive communications


1–2 years 1 year 4 years 4 years


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@ Ericsson AB 2019 | Consumer and IndustryLab | 5G Consumer Potential

Play the video

Diorama

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Future usage behaviors

0%

20%

40%

60%

80%

100%

Dow

nloa

d H

D

Long

form

at v

ideo

4K

AR

map

s

360-

degr

ee v

ideo

s

Sho

rt fo

rmat

vid

eo in

4K

VR

on

mov

e

AR

gam

ing

Mul

tipla

yer g

amin

g (s

mar

tpho

ne)

How many users will start using or increase their use of the following apps/services with 5G?


1/2 of consumers say they will start watching YouTube and Netflix in 4K and will download more HD video content once 5G is available.

Immersive Video future

!"When Augmented Reality (AR), Virtual Reality and Mixed Reality (MR) are implemented, we could have Skype calls in live 3D format in front of us. The Telcos loved the introduction of YouTube, the next step is 3D video. When we are walking around with our (smart) glasses, there will be a lot of downloading and streaming of 3D content, such as streaming a 3D video concert for an hour, filmed in 360. Imagine what happens if you have more advanced 3D films."

Johan Hagegård Entrepreneur in AR/MR, IMRSV

50% of smartphone users say we will all be wearing AR glasses by 2025

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ericsson.com/consumerlab

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Media consumption in a 5G world - TV-Dagen · Left graph source: Ericsson ConsumerLab TV & Media...

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