Multicultural families are becoming increasingly aware of 5G wireless home Internet as cell providers like T-cell and Verizon expand their service offerings in the US, according per a recent Horowitz Research research titled State of Media, Entertainment, and Tech: Disruptions.
The success of recent marketing and advertising campaigns by mobile providers about their 5G home Internet is demonstrated by the fact that nearly two out of every three multicultural consumers who do not currently subscribe to 5G wireless home Internet (62 percent of Black consumers and 68 percent of Latinx and Asian consumers) have at least some knowledge about the service.
Horowitz asserts that it should go without saying that service quality should be taken into account when selecting a home Internet provider. According to the study, almost half (55%) of Latinx and Asian 5G wireless home Internet users and nearly six out of ten (59%) Black 5G wireless home Internet users feel that their 5G service performs better than their previous ISP; roughly one-third of each group believes that the quality of 5G service is comparable to broadband.
Customers who identify as Asian or Latinx are marginally more likely than those who identify as Black to believe that 5G is inferior to conventional broadband.
It will be critical for broadband providers to maintain multicultural subscribers as 5G service expands to additional areas of the nation. According to the study, when 5G home Internet from a mobile provider becomes available in their area, more than half of Black (56%), Latinx (55%) and Asian (60%) consumers who are not currently 5G wireless home Internet subscribers say they are likely or very likely to consider it.
Adriana Waterston, EVP and Insights and Strategy Lead at Horowitz Research, states that “To say that 5G wireless home Internet is a real competitive threat to broadband and fibre services is an understatement,” According to our research, “Our data show that there is an appetite for more competition in the home Internet space, and the wireless providers are being very aggressive with marketing to appeal to multicultural audiences, such as through both Verizon and T-Mobile’s wildly successful Super Bowl ads. Retention efforts that focus on delivering value for the money will be key, given that 5G wireless is being promoted as highest-quality Internet for a much more affordable price.”
