33% of Americans Want to Buy 5G-​Enabled Smartphones

BY Rachel Cagle
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"According to the latest Mobile Connectivity Report from NPD Connected Intelligence, 5G awareness has reached nearly two out of three consumers, totaling 64%, at the end of the second half of 2018. This is up from 44% at the end of the first half of 2018."

"Alongside increasing awareness, the report shows purchase potential is strong, as 33% of smartphone owners report interest in purchasing a 5G-​enabled smartphone once available. Consumers on unlimited data plans, who presumably value the ability to download and stream content as needed, are more eager to purchase a 5G-​enabled smartphone, at 43 percent. However, millennials report the highest potential to make the move to 5G with nearly half (49%) indicating interest."

When tech-​savvy Smartphone Shoppers find a new product they're interested in, many will turn to the internet for more information. According to AudienceSCAN, within the last month, 62.8% of Smartphone Shoppers have used a search engine to research a product they're considering. Within the last six months, 31.3% have used the internet to watch a TV commercial on YouTube and used a mobile device to view a retailer's website (39.8%) and take a picture of the product they're considering (36.5%).

'In the last several days, we’ve seen the first 5G-​enabled smartphone announcements and as expected, the devices are coming with a premium price tag, due to economies of scale, and a slightly larger form factor, given the hardware needs, than what consumers have become accustomed to,' said Brad Akyuz, executive director, industry analyst, NPD Connected Intelligence. 'While consumer sentiment is positive, cost, form factor, and availability of 5G services will ultimately determine whether consumers will upgrade to 5G-​enabled smartphones to enjoy much faster connection speeds.'”

Smartphone Shoppers can be made further aware of 5G phone features and deals through multiple forms of advertisements. First of all, the fairly obvious medium, these shoppers are 68% more likely than other adults to find advertising on their mobile apps useful to them and, last year, 51.7% were driven to action by text ads or by seeing ads on their mobile smartphone apps, according to AudienceSCAN. Other digital advertising methods that drove these consumers to action last year include email (54%), text link ads (44%) and directory searches (36.3%). Don't forget to mix in some traditional ads, though. Within that same amount of time, 69.1% were driven to action by TV commercials and newspaper ads influenced another 51.7 percent.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.