Almost Half a Million Social and Web Discussions Related to 5G Technology in the First Half of 2022
Early movers of the 5G network like Singapore and the Philippines brought about the promise of supercharged connectivity to their customers. That said, brands still face surmountable challenges rolling out 5G smoothly, including customer dissatisfaction, poor connection, and apathy toward 5G services.
SINGAPORE, 02 August 2022 - Marketing hype around 5G technology in the last two to three years fuelled public buzz and demand globally and this year is no different. In a post-Covid reality, it is interesting to know how consumers are reacting to it, especially among those who have started adapting to the new technology.
As we see connected communities continue to grow especially in a mobile-first economy like Southeast Asia, improvement of digital services and connectivity is a continuous process. The promise of 5G to consumers is faster and more reliable mobile internet connections.
Industries are also looking forward to 5G connectivity as it will help improve the overall processes of their business. , according to TechRepublic, some industries identified to greatly benefit from 5G technology are manufacturing, energy, agriculture, and retail. 5G will be able to make business operations more flexible and efficient with lower maintenance costs. It will also allow these industries to make use of IoT technology greater to optimize and revolutionize processes.
A new report from Digimind, the most trusted AI-powered social listening and market intelligence software, analyzed consumer sentiment around 5G-related mentions in Indonesia, Malaysia, Singapore, and the Philippines. The scope available in this consumer insights report will also feature social conversations surrounding prominent telco brands and consumer behavior.
- How do consumers perceive 5G technology and what are their current experiences
- Key challenges that telcos can address in promoting 5G to their customers
- What consumers are expecting from 5G technology
Telco brands featured include: Singtel, Starhub, Globe, Maxis, Digi, and more.
Key Services Most Discussed By Telco Consumers
% split of Mobile Data and Broadband mentions in PH, SG, MY, and ID from January 1, 2022 to July 15, 2022.
Mobile-first Southeast Asia
Consumers in Southeast Asia continue to move towards being mobile-first. In the first half of 2022, there are more discussions around mobile data than broadband across four countries reviewed, the Philippines, Singapore, Malaysia, and Indonesia. The demand for improved mobile data connectivity and development remains relevant and continues to increase in these countries.
Broadband, on the other hand, targets specific market segments such as schools, businesses, and a significant portion of households as well but it is easier to have mobile data access than broadband in most countries. In the Philippines, broadband is also more expensive to maintain than mobile data.
Evolution of Conversations Across Countries
The bulk of 5G conversations spiked in 2021 for most countries. Despite being in the state of lockdown, telco brands, as well as smartphone brands, continued to promote 5G technology steadily, with periods between March and July in the past two years appearing to generate significant buzz.
Evolution of 5G conversations across key markets from July 2020 to July 2022.
New Opportunities Beyond Telcos
Aside from Telco brands, Smartphone brands are also generating 5G conversations and mentions as they continue to release new models and feature its 5G capability, even in countries where 5G is yet to be expanded. In Malaysia, few mentions are on considering 5G capability when buying a new phone, highlighting latent consumer expectations of improved infrastructure in the near future.
Key Challenges Ahead: What do Consumers Expect From 5G?
1. Consumers are still upgrading their smartphones and SIM cards to be 5G-ready. Telcos should closely assist their customers in a swift upgrade, especially as they may not be familiar with the process yet.
2. Expansion in more areas and locations. For Singapore, there is a request for signal improvement in tunnels, which may also mean an expectation for signal improvement in public transport areas. In the Philippines, specific areas are mentioned for 5G expansion. These are usually in the provinces where network connection is not usually stable.
3. Specific smartphone brand support. Consumers are wishing 5G will support their preferred smartphone brands. Telcos ensuring that their connection is inclusive not just in terms of area coverage but also in compatibility will ensure more usage from consumers.
“Brands and digital marketers are facing amazing challenges in the advent of future technology. Communication strategies around the need for new technology can only be possible by looking inwards and understanding current perceptions and gaps in existing technologies,” said Olivier Girard, Head of APAC, Digimind.
"Acquiring first-hand data around your customers can help brands to objectively build a strong process of feedback to not only benefit customer service but product innovation and marketing. While Telcos and consumer electronic brands are paving the way to accelerate us into the future economy, they must do so with incision and relevance to the wider environment.”
About this Report
Consumer Insights found in this report were extracted from Digimind’s Historical Search module, primarily featuring analysis from the period of 1 January 2022 to 15 Jul 2022 in key markets such as Indonesia, Malaysia, Singapore, and the Philippines.
Digimind is the global leader in AI-Powered social listening platforms and market intelligence software, designed for brands and agencies who want to accelerate digital transformation through an insights-driven approach. Digimind’s best-in-class technology transforms social and online data into actionable business insights, enabling marketers to effectively plan, execute, and analyze their marketing strategy.
With offices in New York, Paris, Singapore, Grenoble, Rabat, Buenos Aires, Mexico, Madrid and Amsterdam, Digimind is serving more than 700 customers worldwide. Learn more at www.digimind.com.
Jared Silitonga, Marketing Lead APAC
Written by Jared Silitonga
Jared is a member of the APAC marketing team at Digimind. Besides hashing insights into content, he loves a good ol' sit-down of board gaming and film rhetoric. Catch him diving in other shenanigans on Instagram @jarrds