Deloitte comments on today's 4G auction announcement, will the UK see a surge in demand for 4G?
24 July 2012
Chris Williams, Deloitte telecoms partner comments: “Following Ofcom’s 4G auction announcement this morning some may question whether the UK will see a surge in demand for 4G. Currently UK consumers’ appetite for 4G lags far behind their US counterparts, but typically consumers find it hard to appreciate a service which they have not yet tried for themselves. There is notably greater appetite in the US – the leading country for 4G roll out, where 21% of smartphone owners cited 4G as one of the reasons to choose a particular phone. In the US, 4G is already having a greater impact on choice of operator.
“According to a Deloitte survey of US consumers, part of a new global mobile consumer report, when it came to selecting a mobile operator, about 10% of US smartphone owners mentioned 4G as one of the reasons for having chosen a particular operator. One in five US smartphone owners mentioned 4G as one of the reasons for having chosen a particular phone.
“Looking at future consumption, one fifth of UK smartphone owners would choose a phone with 4G capabilities, compared to over half (54%) of US smartphone owners. When asked if they would consider changing their operator in the next 12 months, if their operator offered 4G coverage, one third (34%) of UK smartphone owners would do so.”
Notes to editors
Question asked to respondents
A 4G/LTE network describes the next generation of mobile wireless communication which will provide consumers with mobile data speeds up to 20 times faster than currently available on 3G and with faster response times. It is also capable of handling far greater amounts of data traffic compared to 3G. The question asked in the survey was: “In the next 12 months would you consider changing your operator if that operator offered 4G/LTE coverage or if it offered better 4G/LTE coverage than your current provider?”
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