• Home
• Kilas Global
• Future-ready with 5G: Speed for consumers, innovation for advertisers in South East Asia

Selasa, 21 Januari 2020 07:56:00

Future-ready with 5G: Speed for consumers, innovation for advertisers in South East Asia

New Verizon Media study finds excitement spreading for 5G in the region
Consumers looking forward to faster data transfer speeds, spectacular video streaming
Advertisers waiting to explore more immersive ad formats, enhanced content production

SINGAPORE - 20 January 2020 - Verizon Media today shared findings from its 5G Advertiser and Consumer Outlook Study SEA 2020*. The study conducted with Publicis Media's Data Science division, surveyed over 600 consumers and 140 marketing professionals from Singapore, Malaysia, Indonesia and the Philippines -- countries that are targeting to launch commercially viable 5G networks as early as 2020.
 
The study examines how both consumers and advertisers expect 5G to transform experiences in the very near future. "Excitement about 5G is spreading across the region, both among consumers and advertisers. This study shines light on what consumers are most looking forward to in a 5G world and the emerging opportunities for advertisers to leverage 5G in new and exciting ways to connect with audiences," said Francis Fung, Senior Insights Manager, International Consumer Growth Marketing, Verizon Media.
 
Among the respondents surveyed, 92% had heard about 5G, while 53% said they were 'extremely excited' about the technology. However, despite the awareness surrounding 5G, the actual benefits it will bring still remains a mystery for SEA's consumers and marketers. Only 32% and 20% respectively indicated they were 'at least moderately familiar' with the benefits of the technology.
 
What consumers want most in a 5G world
Respondents had clear expectations on what they would like to gain from the implementation of 5G.
 
Speed is a clear winner: Faster data transfer speeds came out on top, with 78% of respondents citing it as the benefit they are most looking forward to and with good reason -- with 5G, downloading a full HD movie will only take 4 seconds.
 
Other benefits consumers are looking forward to include experiencing better, faster connectivity for their wearable devices (62%) and better video streaming (59%).
 
Interestingly, seeing the traditional network experience improve is a lower priority for consumers here, with only about a third (29%) looking forward to fewer or no dropped calls. Close to half (49%) of respondents said they were hotly anticipating consistent mobile coverage. (*).