Half of consumers in Saudi Arabia would pay extra for guaranteed 5G network performance during critical moments, according to a new study by Ericsson ConsumerLab. The research surveyed more than 1,500 smartphone users in the Kingdom between June and August 2025.
The findings reveal a fundamental shift in how consumers value mobile connectivity. More than half of those who want guaranteed performance stated they are willing to pay for this assurance, creating opportunities for operators to monetize premium network experiences beyond standard best-effort 5G services.
Revenue Potential from Differentiated Connectivity
Saudi consumers increasingly judge mobile networks on reliability during key moments such as live events, travel, gaming, streaming, and AI-driven interactions. Ericsson ConsumerLab estimates that capturing this willingness to pay could generate up to two additional months of average revenue per user annually for service providers in the Kingdom.
“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 at Ericsson Europe, Middle East & Africa
Network Quality Drives Mobile Plan Selection
Almost two-thirds of 5G users in Saudi Arabia stated they would pay more for improved network quality rather than choose low-priced, best-effort 5G plans. Assured network quality now accounts for 53 percent of decision-making when Saudi consumers select mobile subscriptions, making it more influential than perks or content bundles.
The study included 1,300 active 5G users as part of a wider global research program covering 27 markets. The research examined how consumers perceive differentiated connectivity and guaranteed 5G network performance in various usage scenarios.
Brand Impact and Customer Satisfaction
Global benchmarks from markets where differentiated connectivity is available show significant commercial impact. Customers on plans offering enhanced or assured performance have 46 percent higher brand perception scores and 18 percent higher customer satisfaction compared with users on standard 5G plans.
The findings demonstrate that guaranteed connectivity strengthens both customer loyalty and brand equity for service providers. This creates opportunities for operators to differentiate their offerings in competitive markets.
Flexible Access Models for Premium Experiences
Saudi consumers showed varied preferences for accessing premium network experiences. While 37 percent prefer to purchase enhanced performance directly from their service provider, more than a quarter would rather see guaranteed connectivity embedded inside applications through network APIs and new business models.
This points to a platform opportunity for operators to expand their role in the digital ecosystem beyond traditional connectivity services. The research suggests that flexible business models will be key to scaling premium experiences.
AI Adoption to Accelerate Demand
Demand for assured network performance is expected to accelerate as artificial intelligence becomes embedded in everyday life. By 2030, one in three consumers in Saudi Arabia expects to use AI across multiple devices, while multimodal AI adoption is forecast to nearly double from 19 percent to 36 percent.
The share of AI usage taking place outside the home is set to rise from 38 percent to 48 percent, increasing the need for consistent, high-performance mobile connectivity. This trend will likely drive further demand for guaranteed 5G network performance in mobile scenarios.
