5G is the world’s next technological breakthrough.

1. The Consumer
and 5G
February 2021
Report Supplement
Europe

2. The consumer and 5G EU + UK study overview
Accenture conducted an online study of 2,000 European consumers in September 2020 to understand their existing
connectivity challenges and their perspectives on 5G adoption, usage and benefits. This was supplemented by a similar
study in the United States.
The study covered two primary topics:
Consumer connectivity pain
points
1 Consumer expectations for 5G
2
Demographics
9%
20%
25%
20%
15%
11%
18-24
Years
25-34
Years
35-44
Years
45-54
Years
55-64
Years
65+
Years
64%
Male
36%
Female
69%
Single-family
home
31%
Other
28%
Rural
26%
Urban
46%
Suburban Germany
France
U.K.
400
Poland
400
Sweden
400 400
400

3. Consumer
connectivity
needs and
pain points

4. Connectivity is fundamental necessity for
consumers no matter where they are
The pandemic has reinforced the value of resilient connectivity.
How important is internet connectivity
inside and outside of your home?
% of consumers that find this important
The pandemic has made
high-quality internet a necessity
% of consumers that agree
Inside the home n = 1,729
Outside the home n = 2,000
n = 2,000
71%
97% 79%

5. However, the current network service quality
falls short of consumer expectations
To what extent do you agree with the following
statements about your mobile service/connectivity?
n = 1,679
My service quality
diminishes during high-
demand periods
My ability to stream
high-quality video while
away from my home is
inconsistent
My service quality is not as
good when I am in crowded
areas like city centers,
malls, or crowded events
My service quality
diminishes as I use data
over the course of a
billing cycle
41% 39% 38% 31%
% of consumers that agree

6. The work from home solution is real
To what extent do you agree with the following statements about working from home?
% of consumers currently working from home at least part-time that agree
74%
The choice to work from
home gives me more
freedom to live where I
want to live, and not
where I have to live
66%
I intend to work from
home more in the
future than I did
before the COVID-19
crisis began
65%
If more companies allow
work-from-home options
I will have more
opportunities in the job
market
63%
Working from home
makes me happier in
my personal life
Consumers working from home are satisfied and want to continue doing so.
62%
I need faster and more
consistent internet
connectivity in order
to be able to work
from home effectively
n = 438

7. Working from home is appealing to all consumers
To what extent do you agree with the following statements about working from home?
% of consumers without the opportunity to work from home that agree
58%
If I was able to work from
home, I would have the
freedom to live where I
want to live, not where I
have to live
55%
I’d like the opportunity to
work from home
53%
Working from home would
make me happier in my
personal life
46%
If I was able to do my job
from home, I would have
more opportunities in
the job market
Even those without the opportunity currently look forward to a future when they can.
n = 1,321

8. Consumers see unequal access to connectivity
To what extent do you agree with the following statements about access to the internet?
% of consumers that agree
They recognize the urgent need to balance connectivity access across the country,
irrespective of location or income.
n = 2,000
71%
Ensuring access to the
internet for everyone
regardless of location
or income should be a
priority for my country
60%
Access to the internet
is affected by income
and ability to pay
52%
The ability to access the
internet in my country is
constrained by the high
cost of connectivity
23%
Everyone in my
country has equal
access to the tools
needed to access
the internet, in
terms of speed and
consistency of
internet access
23%
Everyone in my
country has equal
access to the internet
in terms of speed,
consistency and
coverage

9. Consumer
expectations
for 5G

10. Consumers are beginning to grasp 5G implications
Nearly half are optimistic about the positive impact 5G can make on their lives.
How well do you understand the
potential impacts of 5G on your life?
% of consumers
To what extent do you expect 5G
to deliver the following benefits?
% of consumers
n = 2,000
19%
38%
30%
12%
No
understanding at all
Minimal
understanding
Moderate
understanding
Strong
understanding
22%
25%
25%
24%
22%
27%
32%
28%
30%
29%
8%
8%
8%
8%
9%
9%
10%
10%
14%
16%
Decision-making support
Personalization
Reliable security
Value for the amount I pay for connectivity
Transparency
Time and cost saving
Convenience
Interactive experiences
Bandwidth
Improved connectivity (speed, coverage and…
5G will somewhat exceed expectations 5G will greatly exceed expectations
n = 1,651

11. Many consumers are prepared to upgrade to 5G
Most expect to pay a premium over their existing wireless bill to upgrade.
When 5G becomes available to you, which
of the following scenarios describe what
you are most likely to do?
% of consumers
How much more do you expect
to pay for 5G services over your
existing services?
% of consumers
n = 1,651
n = 1,351
13%
43%
26%
12%
4%
1% 2%
0% 1-10% 11-20% 21-30% 31-40% 41-50% >50%
19%
31%
32%
18%
Buy or upgrade my
service and/or required
devices as soon as they
are available
Wait until hearing positive
feedback from others before
upgrading service and
devices
Wait until 5G becomes
common to upgrade and
purchase required
devices
Continue with my
existing products and
services

12. For many consumers, next-gen connectivity
is a patriotic issue
How important is it to you that your country is a global leader in 5G capabilities?
% of consumers
n = 2,000
8%
15%
30%
34%
13%
Not imporant at all Not very
important
Unsure Somewhat
important
Very important

13. Thank you