As mobile providers like T-Mobile and Verizon offer 5G wireless home internet in more U.S. markets, awareness of the service is growing among multicultural households, according to a recent study from Horowitz Research. The State of Media, Entertainment and Technology: Disruptions.
Roughly two-thirds of multicultural consumers (62% of Blacks and 68% of Latinos and Asians) who have not yet subscribed to 5G wireless home internet are at least somewhat familiar with the service, underscoring the success of recent marketing and advertising pushes. Mobile providers know their 5G home internet.
Horowitz said it goes without saying that service quality is an important consideration when choosing a home Internet service. The study found that nearly six in 10 (59%) Black and more than half (55%) Latino and Asian 5G wireless home internet users say their 5G service is better than their previous ISP; each About a third of people in this segment believe that 5G services are about the same quality as broadband. Asian and Latino users are more likely than black users to think traditional broadband is better than 5G.
As 5G coverage expands to more areas across the country, retaining multicultural users will become a top priority for broadband providers. The study found that more than half of Black (56%), Latino (55%) and Asian (60%) consumers who are not currently 5G wireless home internet users say they are likely or very likely to consider a 5G mobile provider. Home Internet when available in their area.
“To say that 5G wireless home internet poses a real competitive threat to broadband and fiber-optic services would be an understatement,” said Adriana Waterston, executive vice president and head of insights and strategy at Horowitz Research. “Our data shows , there is demand for more competition in the home internet space, and wireless providers are marketing very aggressively to appeal to multicultural audiences, such as through Verizon and T-Mobile’s highly successful Super Bowl ads. Given that 5G wireless is becoming more affordable Prices are advertised as the highest quality internet and a focus on delivering value for money retention efforts will be key.”