Digital Landscape in the US

PROSPECTS

US anticipating the 5G rollout

The US has joined the race to become the first country to roll-out 5G internet across all networks. However, the country has yet to reach internet usage levels of other developed markets such as Canada, Germany and Sweden, mainly due to the challenges that have arisen in trying to increase service coverage in a country with such extensive territory.

The growing importance of connected homes

US consumers are increasingly searching for convenience and ways to save time, especially in when it comes to tasks related to their homes. Broader bandwidths and unlimited home internet packages are growing in demand, as consumers shift away from traditional cable TV subscriptions, towards new ways of video consumption via on demand digital streaming services.

The ubiquity of mobile devices

Mobile devices are increasingly at the forefront of consumers’ lifestyles, facilitating access to entertainment, and more than ever serving as vehicles for commerce. Smartphones remain the devices of choice for countless online activities for US consumers, including connecting with others, searching for and purchasing products and controlling other devices and appliances as part of a connected home in the IoT environment.

COMPETITIVE LANDSCAPE

The race for the 5G network rollout intensifies

AT&T and Verizon have joined the race to become the nation’s first fully 5G mobile network. Late 2018 saw AT&T launch its 5G Evolution network, which is now available to over 200 million people.

A new voice in the digital world

Voice activated assistants are gaining ground in remote purchases across the US. Platforms supported by smart speakers such as Amazon’s Echo and Apple’s HomePod, are increasingly being used for recurrent purchases, providing convenience and time saving experiences for digital consumers.

Contract-less mobile plans set to shake up the market

Although the US mobile carrier market is dominated by three players, Verizon Wireless, AT&T and T-Mobile, smaller players are gaining ground by leveraging on contract-less services and unlimited data plans. Competition for traditional mobile carriers is coming from unexpected competitors as big box retailers including Walmart Inc strengthen their mobile prepaid offerings.

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