Ericsson ConsumerLab has released a new study exploring consumer attitudes toward differentiated connectivity and guaranteed network performance in Saudi Arabia. Surveying over 1,500 smartphone users in the Kingdom, the research reveals a notable willingness among consumers to pay for assured 5G experiences during critical moments. This indicates a shift in how mobile connectivity is valued, emphasizing reliability over standard speed.
According to the study, half of Saudi consumers identify specific moments when guaranteed network performance is important. More than half of these consumers are willing to pay extra for this assurance, highlighting a clear opportunity for service providers to move beyond best-effort 5G offerings and monetize premium network experiences.
“Saudi consumers are telling us very clearly that reliable, guaranteed performance matters more than ever, especially as digital experiences become more immersive, mobile and AI-driven.”
– Håkan Cervell, Vice President and Head of Customer Unit Saudi Arabia, Ericsson Europe, Middle East & Africa
Differentiated Connectivity Unlocks Revenue Opportunities
The findings show that consumers are increasingly evaluating mobile networks on reliability during key activities such as live events, gaming, streaming, travel, and AI-driven interactions, rather than solely on speed. Ericsson ConsumerLab estimates that capitalizing on this willingness to pay could generate up to two additional months of average revenue per user (ARPU) annually for operators in Saudi Arabia.
Assured Performance Influences Mobile Plan Choices
This preference for guaranteed connectivity is reflected in consumer behavior when selecting mobile plans. Nearly two-thirds of 5G users in Saudi Arabia indicate a willingness to pay more for improved network quality over lower-cost, best-effort options. The study shows that assured network performance now accounts for 53 percent of the factors influencing plan choice, outweighing perks or content bundles.
Brand Perception and Customer Loyalty Benefit from Guaranteed Connectivity
Global benchmarks suggest that offering enhanced or assured network performance significantly improves brand perception and customer satisfaction. Ericsson ConsumerLab found that users on premium plans scored 46 percent higher in brand perception and 18 percent higher in satisfaction compared to standard 5G users. These results underscore the commercial and branding advantages of differentiated connectivity.
Flexible Business Models Enable Wider Adoption
The study highlights consumer preferences for accessing premium experiences. While 37 percent of respondents prefer to purchase enhanced performance directly from service providers, over a quarter would like guaranteed connectivity embedded within apps via network APIs. This points to opportunities for operators to expand their role in the digital ecosystem through innovative business models.
AI Adoption Will Drive Further Demand for Reliable Networks
Looking forward, the demand for assured network performance is expected to rise alongside AI adoption. By 2030, one in three consumers in Saudi Arabia anticipates using AI across multiple devices, with multimodal AI adoption projected to nearly double from 19 percent to 36 percent. The proportion of AI use outside the home is also expected to grow from 38 percent to 48 percent, increasing the need for consistent, high-performance connectivity on the go.
The study was conducted between June and August 2025 and included more than 1,500 smartphone users, of whom 1,300 were active 5G users, as part of a broader global research program spanning 27 markets.
Source : www.techafricanews.com
