Ericsson Report Highlights Consumer Demand for Differentiated Connectivity

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A new Ericsson ConsumerLab report provides fresh insights into how smartphone users perceive differentiated connectivity and its impact on customer loyalty and competitiveness for communications service providers (CSPs)

The study, titled “Winning in the Market with Differentiated Connectivity Offerings”, is based on a survey of over 43,000 smartphone users, including 34,000 regular 5G users, conducted between June and August 2025 across 27 global markets

According to the report, a growing number of consumers are willing to pay for guaranteed network performance, especially during critical moments such as gaming, video streaming, remote work, and AI-driven applications. This willingness presents CSPs with opportunities beyond increasing ARPU, including stronger brand perception and improved customer retention

Ericsson ConsumerLab also highlights that differentiated connectivity can help service providers compete beyond price, protect against low-cost competition, and prepare their networks for the next generation of AI-native apps and devices, such as AI agents that require assured network quality

The findings suggest that differentiated connectivity is no longer a niche offering, but a strategic necessity for CSPs aiming to remain competitive in an increasingly digital and performance-driven market