Media consumption in a 5G world - TV-Dagen · Left graph source: Ericsson ConsumerLab TV & Media...
Transcript of 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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Shopping and immersive communications
1 year 3 years years
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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%
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)
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
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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5G home wireless broadband
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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 year 3 years years
1–2 years 1 year 4 years 4 years
1 year 3 years 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?
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)
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