5G: Meeting consumer demands at big events

The eventgoer experience in venues and beyond

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How 5G transforms big events for consumers

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Ericsson ConsumerLab research examined how 5G enhanced consumer experiences by breaking the legacy of poor connectivity that traditionally impacts large crowds. It explored consumers’ views on accessing performance assurance and their interest in, and the impact of, innovative services on their experiences at smart stadiums.

Ericsson ConsumerLab conducted research at three big events in Europe during the summer of 2024. These were the Euro 2024 football championship in Germany, a Taylor Swift concert in London, UK, and a global sports event in Paris, France.

The research identified four key trends for meeting consumer demands at big events through 5G connectivity, which can overcome traditional network challenges and unlock next-generation stadium opportunities.

Our research also identified five different eventgoer profiles: Hardcore, Enthusiast, Entertainment lover, Purist and Tagalong. These profiles are based on consumers’ frequency of event attendance, reliance on mobile devices and opinions on how their mobile devices and different applications enhanced their event experience.

5G-enhanced big event connectivity: Four key trends

One-quarter of eventgoers generate 60 percent of data traffic

Eventgoer profiles and their reliance on mobile applications have a significant impact on the levels of mobile data traffic generated at big events. One-quarter of consumers – the frequent and heavy smartphone users – were responsible for 60 percent of self-reported data usage.

5G breaks the legacy of poor connectivity experiences at big events

5G performance has not only enhanced the eventgoer experience but elevated it in comparison to the 4G era. A total of 67 percent of 5G users expressed high satisfaction with their experience, yet work needs to be done as 33 percent reported an unsatisfactory experience.

Four in ten eventgoers are prepared to pay for performance assurance

The possibility of having improved connectivity to mitigate any potential impact on their event experience was welcomed by eventgoers across the board, from those facing issues to those not facing any issues but seeking assurance. A total of 4 in 10 consumers expressed interest in paying to access performance assurance.

Future events with innovative services will drive greater demands on networks

Eventgoers expressed interest in using innovative services such as augmented reality experiences at future big events, with more than half showing interest in AR-enhanced sports viewing. This type of usage will create greater and more complex demands on networks.

5G: Meeting consumer demands at big events

Discover how 5G transforms big events for consumers and explore four key findings identified by Ericsson ConsumerLab research.

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20 %

A 20 percent higher share of 5G users are more satisfied compared to 4G users at big events.

10 X

App quality of experience and lack of reliability have a 10 times higher impact on overall event experience than network speed alone.

40 %

Four in ten consumers are prepared to pay for performance assurance at big events.

This ConsumerLab study aims to understand how consumers perceive the connectivity experience, with a focus on 5G at big events and the importance of seamless connectivity at such events.

“Big events” are defined in this study as events that host 45,000 or more spectators during one event. The research focused on three big events in Europe during the summer of 2024 – the Euro 2024 football championship in Germany, a Taylor Swift concert in London, UK, and a global sports event in Paris, France.

Consumers were asked about the frequency of their event attendance at big events, their reliance on smartphones and mobile apps during such events, and their overall expectations of 5G connectivity. In addition, they were asked about their interest in and views on having the opportunity to enhance connectivity at big events with performance assurance and how they see the future of experiences at events.

This report is based on a quantitative study that was carried out from June to August 2024. A total of 2,404 respondents were interviewed (age range 15-69), with recruitment occurring via in-person outreach at big events and via online panels.

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Research from Ericsson ConsumerLab reveals four key findings for meeting consumer demands at big events through 5G connectivity. Want to explore the full findings and our conclusions about their significance for mobile networks?

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Maya Moukbel

Senior Researcher, focus on 5G monetization and FWA; Ericsson ConsumerLab

Cristina Oprea

Senior Researcher, leads 5G monetization via 'Startup 5G' program; Ericsson ConsumerLab

Gunnar Ehrnborg

Principal Researcher Statistics; Ericsson ConsumerLab

Jana Uthayakumar

Master Researcher Data and Analytics; Ericsson ConsumerLab

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Ericsson ConsumerLab has more than 20 years’ experience in studying people’s behaviors and values, and provides unique insights into market and consumer trends.

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5G: Meeting consumer demands at big events

How 5G transforms big events for consumers

5G-enhanced big event connectivity

Four key findings

One-quarter of eventgoers generate 60 percent of data traffic

5G breaks the legacy of poor connectivity experiences at big events

Four in ten eventgoers are prepared to pay for performance assurance

Future events with innovative services will drive greater demands on networks

5G: Meeting consumer demands at big events

Key figures

Methodology

Have you downloaded the full report?

Meet our authors

Maya Moukbel

Cristina Oprea

Gunnar Ehrnborg

Jana Uthayakumar

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