Philippines shows strong appetite for guaranteed 5G performance: Ericsson ConsumerLab

• 60% of Filipino 5G smartphone users see value in guaranteed network performance during critical moments.
• Over one-third of Filipino 5G smartphone users are willing to pay for enhanced connectivity experiences.
• Growing AI adoption is expected to increase demand for responsive and reliable connectivity experiences.

A global study by Ericsson (ERIC) (NASDAQ: ERIC) ConsumerLab reveals strong consumer appetite in the Philippines for performance assurance, with six in ten consumers seeking guaranteed 5G network performance during critical moments. According to the report: Winning in the Market with Differentiated Connectivity Offerings, Filipino 5G users show the highest propensity globally to identify critical connectivity moments requiring guaranteed network performance and express significant willingness to pay for performance assurance.

The global study surveyed 43,000 smartphone users across 27 markets, including approximately 34,000 active 5G users. In the Philippines, the research is statistically representative of 46 million smartphone users, based on interviews with 1,500 local consumers, including 900 active 5G subscribers. Across all markets, the findings highlight a definitive shift from best-effort mobile broadband toward performance-led, value-driven connectivity models.

Key Findings for the Philippines and Global Market:

The findings demonstrate strong, measurable consumer appetite across the Philippines, where 60% of 5G users identify critical moments requiring guaranteed connectivity, compared to the 40% global average. Furthermore, 36% of Filipino consumers express a readiness to pay a premium for guaranteed Quality of Service (QoS), unlocking up to two months of additional average revenue per user (ARPU) for communication service providers (CSPs). This demand is set to accelerate as mobile AI usage surges, with daily multimodal AI engagement projected to double from 16% today to 32% by 2030, and 44% of AI activity occurring on the go.

Daniel Ode, Head of Ericsson Singapore, Brunei and Philippines, says, “Filipino consumers show a strong appetite for guaranteed 5G performance, with over a third ready to pay a premium for uninterrupted connectivity during critical moments. As on-the-go AI adoption and multimodal apps accelerate, expectations around responsiveness will only intensify. By introducing discoverable, performance-assured offerings, local service providers can address this growing demand, capture up to two months of additional ARPU, and build enduring subscriber loyalty.”

Unlocking New Value Pools for Philippine CSPs

The ConsumerLab study underscores that standard, best-effort connectivity models are no longer sufficient to capture the full economic potential of 5G. As demanding consumer use cases take place in high-traffic hubs, differentiated connectivity gives operators the means to satisfy critical performance needs outside the home. In the Philippines, capturing this value spans multiple channels: 36% of 5G users prefer purchasing differentiated connectivity directly from their service provider, while 25% are open to alternative models, such as capabilities embedded directly inside third-party apps.

Supporting the Next Wave of AI Experiences

The need for differentiated connectivity becomes particularly apparent as artificial intelligence continues to rapidly reshape connectivity expectations. Among current smartphone AI users, AI response time carries twice the impact on overall network satisfaction compared to other 5G subscribers. The nature of these interactions is also changing, with video-based AI interaction expected to more than double from 22% to 51%, driving a broader shift where visual and video inputs surpass traditional text prompting. With a substantial share of AI activity happening on mobile networks, differentiated connectivity will play an essential role in enabling the performance required for next-generation mobile AI experiences.

Enabling New Business Models Through Network APIs

Delivering this level of differentiated performance requires networks to become more responsive to the needs of individual applications and services. By providing application developers and digital service providers with access to programmable network APIs (such as Quality on Demand), Philippine telcos can enable a new ecosystem of performance-guaranteed apps. This approach allows CSPs to transition from flat-rate pricing structures toward differentiated service tiers, performance add-ons, and dynamic business models that meet specific user needs in real time.

The survey fieldwork was conducted between June and August 2025 across 27 markets globally, reflecting the views of active smartphone users aged 15 to 69.