Ericsson ConsumerLab has released new research highlighting a growing shift in how consumers in Saudi Arabia value mobile connectivity, with many now willing to pay for guaranteed network performance during critical moments.
The study, conducted between June and August 2025, surveyed more than 1,500 smartphone users in the Kingdom, including 1,300 active 5G users, as part of a broader global research program spanning 27 markets.
According to the findings, half of Saudi consumers say there are specific moments when they would choose guaranteed network performance. More than half of those respondents are willing to pay extra for assured connectivity, signaling a clear opportunity for operators to move beyond best-effort 5G offerings and monetize premium experiences.
Håkan Cervell, Vice President and Head of Customer Unit Saudi Arabia at Ericsson Europe, Middle East & Africa, said reliable performance has become a priority as digital services grow more immersive and AI-driven.
“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. With 5G Standalone and differentiated connectivity, service providers have an opportunity to unlock new revenue streams, strengthen their brands and deliver the next generation of digital services that consumers in the Kingdom increasingly expect,” he said.
The research shows that consumers are no longer evaluating mobile networks based solely on speed. Instead, reliability during key experiences such as live events, travel, gaming, streaming, and AI interactions is increasingly shaping perceptions.
Ericsson estimates that capturing this willingness to pay for assured performance could generate up to two additional months of average revenue per user annually for service providers in Saudi Arabia.
This trend is already influencing subscription decisions. Nearly two-thirds of 5G users in the Kingdom say they would prefer to pay more for improved network quality rather than opt for lower-priced, best-effort 5G plans. Assured network quality now accounts for 53 percent of the decision-making process when selecting mobile subscriptions, making it more influential than perks or content bundles.
Global benchmarks further reinforce the commercial value of differentiated connectivity. In markets where enhanced or assured performance plans are available, customers report 46 percent higher brand perception scores and 18 percent higher customer satisfaction compared with standard 5G users. This indicates that guaranteed connectivity not only drives revenue potential but also strengthens loyalty and brand equity.
The study also explores preferred purchasing models. While 37 percent of Saudi consumers favor buying enhanced or “always-on” performance directly from their service provider, more than a quarter would prefer guaranteed connectivity embedded within the apps they use. This approach would rely on network APIs and new business models, opening additional platform opportunities for operators.
Looking ahead, AI adoption is expected to further increase demand for assured connectivity. By 2030, one in three consumers in Saudi Arabia expects to use AI across multiple devices. Multimodal AI adoption is projected to rise from 19 percent today to 36 percent, while AI usage outside the home is forecast to grow from 38 percent to 48 percent, reinforcing the need for consistent high-performance mobile connectivity across locations.
Ericsson’s findings suggest that differentiated connectivity and guaranteed network performance are poised to play a central role in the next phase of 5G monetization in Saudi Arabia.
