New Ericsson ConsumerLab report addresses CSP differentiated connectivity questions

• New Ericsson ConsumerLab research provides fresh insights for communications services providers (CSPs) into the views of smartphone consumers on differentiated connectivity, including their willingness to embrace offerings and how such offerings impact customer loyalty.

More than 43,000 smartphone consumers (of which 34,000 are regular 5G users) aged between 15 and 69 were polled for the research between June and August 2025, spanning 27 markets globally.

The related findings are highlighted in the latest Ericsson ConsumerLab CSP-targeted report – called Winning in the Market with Differentiated Connectivity Offerings. The report pools the research to address question areas CSPs have as part of their differentiated connectivity considerations.

Jasmeet Singh Sethi, Head of Ericsson ConsumerLab, says: “Growing numbers of consumer service providers around the world are launching differentiated connectivity offerings. This ConsumerLab report outlines what service providers can do to capitalize on the willingness of consumers to opt for guaranteed network performance in key moments.”

The focus areas cover:

• What is the upside of moving toward differentiated connectivity for service providers?
  • The research looks at current user connectivity experiences, perceptions, and interest in guaranteed network performance.
• Beyond ARPU increases, what findings support the launch of differentiated connectivity?
  • How differentiated connectivity boosts brand equity and brand perception.
• What can be done to drive the uptake of differentiated connectivity, and is it a given that uptake will be smooth?
  • A look at the awareness of differentiated connectivity among smartphone users and if ‘off the shelf’ services meet expectations.
• How can differentiated connectivity help service providers compete in the market, and what are the key routes to market for it?
  • How differentiated connectivity can compete and protect against low-pricing competition.
• Will service providers need to leverage differentiated connectivity to prepare for the next wave of apps and devices, or is it only needed for today’s use cases?
  • A look at the adoption and use of AI-native apps and devices, such as AI agents that demand network assurance.

The markets surveyed for the research were: Australia, Brazil, Canada, Chile, China, France, Germany, Greece, India, Indonesia, Ireland, Italy, Japan, KSA, Malaysia, Mexico, Philippines, Qatar, Singapore, South Korea, Spain, Sweden, Taiwan, Thailand, UAE, the UK, and the U.S.

Read the full Ericsson ConsumerLab Winning in the Market with Differentiated Connectivity Offerings report via this link.