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This IDC Survey Spotlight assesses the top 5G-related factors U.S. consumers look for when choosing a mobile operator. While 5G carriers have long promoted 5G’s speed and latency, those performance traits have lost their power to sway buyers, who are now turning to foundational coverage and reliability to drive their decisions.

“Mobile operators used to sell consumers on the strength and availability of their 5G networks, but with the nuances of most ‘best network’ marketing claims difficult to discern for most, buyers fall back to what they know…network availability and reliability,” says Jason Leigh, research director, 5G & Wireless Services. “Mobile operators need to pivot from dangling speed and latency in front of consumers and begin proving more tangible-based arguments for their services based on the value that 5G brings, not just the performance.”