Consumers Expect More, Says Verizon Media Survey on 5G


A new survey about 5G from Verizon Media, “The 5G revolution: Excitement builds for advertisers & consumers,” that was formerly called Oath, released its first survey yesterday. Studying 1779 consumers and 295 advertisers, the survey seems fairly credible. The organization’s portfolio includes Yahoo, Tumblr, AOL, Engadget and TechCrunch, and this is its first survey on the topic.

With 5G beginning its rollout this year across the U.S., a large majority of customers expect the increased bandwidth will benefit augmented reality experiences, and higher use of AI at 80%. In fact 85% of consumers will look for better AR and VR products. With higher bandwidths, advertisers are anticipating new creative formats, better location-based targeting and better access to quality data.

Almost 50% of the advertisers expect 5G to result in better consumer experiences, new creative ad formats, better location-based targeting and better access to high-quality data. This positive trend in thinking has almost 33% of the respondents already making 5G plans.

If these expectations became reality, 5G will really be the next generation of high-speed wireless transmission. If it lives up to its promise, this could be the beginning of a significant change for digital marketing and advertising. With connectivity speeds as high as 10 gigabits/second, a hundred times current 4G LTE speeds, the latency is expected to be very low. One thing is pretty clear- there’s already a substantial consumer interest in 5G, even before it has moved beyond the pilot stage.

This year, almost all the major carriers will launch 5G in the US, and with expectations running high, this technology could create the single biggest impact on digital marketing and advertising.

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