Demand for 5G from residential customers in Germany: a quantitative online survey using the Van Westendorp method

Jasmin Ebert () and Peter Winzer ()
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Jasmin Ebert: RheinMain University of Applied Sciences
Peter Winzer: RheinMain University of Applied Sciences

Journal of Revenue and Pricing Management, 2024, vol. 23, issue 5, No 10, 489-495

Abstract: Abstract To investigate the demand for 5G in Germany, we applied the Van Westendorp Method (VWM) to measure willingness to pay (WTP) and price sensitivity (N = 504). The results show that more than half already own a 5G smartphone and these customers are less price sensitive. The accepted price range for the monthly 5G surcharge ranges between 10.00 and 15.40 Euros. Two thirds want more transparency in 5G pricing, while price is the most crucial factor (4.2/5.0), followed by data volume (4.1/5.0) and network operator/coverage (4.0/5.0). The results are particularly interesting for providers as the target group for 5G is quite diverse.

Keywords: Mobile communications; 5G; Consumer demand; Van Westendorp; Price Sensitivity Meter; German market (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1057/s41272-023-00467-1

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