2022
9
Germany Mobile Network Providers Market Report 2022
2022-03-09T17:41:22+00:00
REP27E32FB6_D674_4AC0_97FF_CAD58BF735AE
2195
148613
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Report
en_GB
Mobile network providers face intense competition and price pressure on the German market. Leveraging ethical credentials can build brand affinity needed to reduce churn – particularly among Gen Z.

Germany Mobile Network Providers Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Mobile Networks Providers Market Report 2022 identifies consumers’ attitudes towards updating their mobile devices, taking up 5G, and the impact of the pandemic on mobile network providers. This report covers the Mobile Network Providers Germany market size, market forecast, market segmentation and industry trends for the Telecommunications Market in Germany.

Click here to view the German version of our Germany Mobile Network Providers Market Report 2022.

Current Market Landscape

Online is the most popular way German consumers signed up for their current mobile network service, however, contracts with phones are more likely to be signed in-store.

Mobile network providers experienced an increased demand for mobile calls while demand for mobile data declined due to more time spent at home during the initial lockdown. Providers selling entertainment bundles and access to streaming services benefitted from the increased demand for at-home entertainment. As consumers faced economic uncertainty and store closures, the pandemic had a particular impact on device sales. Roaming revenues also experienced a significant hit due to reduced travel.

Market Share of Mobile Network Providers and Key Industry Trends

The easing of lockdown restrictions will have seen an increased focus on out-of-home experiences among German consumers, increasing demand for mobile data again. As some caution remained, demand for digital entertainment and communication is expected to have remained above pre-COVID-19 levels. However, consumers remain cautious with upgrading their devices and limited roaming revenues still mean an overall hit for mobile network providers in Germany.

As ecommerce is expected to play a vital role in the customer journey beyond the pandemic, providers can drive device sales by seeking ways to improve how consumers can experience devices online.

  • 47% of Gen Z would pay more for an environmentally friendly mobile network provider.
  • 55% of Germans have no plans to upgrade to 5G.
  • 38% of Germans have been shopping more online since the outbreak of COVID-19.
  • 21% of Germans expect to work more from home when the outbreak is no longer a concern.

 

The Smartphone Market Share in Germany

Mobile network providers are closely connected to the Germany smartphone market, so below you can find some statistics on the Germany smartphones market.

What is the smartphone market size in Germany?

The market size of the Germany smartphone market has grown by 3.8% in 2021. However, this growth, according to our Germany smartphones market report, has slowed down to a mere 0.8% in 2022.

Which smartphone is most used in Germany?

A wide range of brands hold smartphone market share Germany.

Is Apple or Samsung more popular in Germany?

While Samsung leads the Germany smartphone market share, Apple is certainly a strong competitor in the Germany smartphone market.

Future Trends in the Telecommunications Market in Germany

Providers will be able to capitalise on 5G as a response to the growing importance of connectivity, demand for data with particular opportunities regarding AR and VR coming up going forward. Shaping and advertising use cases that specifically benefit from 5G connectivity, such as flexible working or AR apps, represents a great tool for providers to spur uptake.

In addition, particularly older generations experience a new level of comfort with technology and ecommerce that can fuel demand for more advanced services and devices. Meanwhile, providers can go hard on making ethical credentials a central part of their brand identity, reducing churn by creating brand affinity among German Gen Z.

Read on to discover more details or take a look at all of our German Technology and Telecoms Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on mobile network providers.
  • Mobile network providers used by German consumers, including important factors when choosing a contract/prepaid deal.
  • Types of mobile network services used, including how German consumers signed up for their current service.
  • Uptake of and interest in 5G-ready smartphones and mobile networks services, including usage barriers and greatest perceived benefits of 5G.
  • Behaviours regarding mobile network providers, including the willingness to pay more for an environmentally friendly provider and the reliance on recommendations when choosing a provider.

Covered in this Report

Products: Mobile network providers (mobile network operators, virtual mobile network operators), network connections (on phones), mobile communication services and devices.

Brands: Vodafone, Deutsche Telekom, O2, 1&1, Aldi Talk, Congstar, Mobilcom-Debitel, Blau Mobilfunk, Otelo, Smartmobil.de, and more.

Expert Analysis from a Specialist in the Field

This report, written by Jan Urbanek, a leading analyst in the Consumer Technology sector, delivers in-depth commentary and analysis to highlight current trends in the Telecommunications Market in Germany and adds expert context to the numbers.

Mobile network providers face intense competition and price pressure on the German market. Leveraging ethical credentials can build brand affinity needed to reduce churn – particularly among Gen Z.

Jan Urbanek
Jan Urbanek
Senior Consumer Technology Analyst

Table of Contents

  1. EXECUTIVE SUMMARY

    • Key issues covered in this Report
    • The impact of COVID-19 on mobile network providers
    • Market context
    • Mintel predicts
    • Opportunities
    • Graph 1: reasons for not planning to upgrade to 5G, 2021
    • The competitive landscape
    • Graph 2: brands providing a network service for the personal phone, 2021
  2. MARKET DRIVERS

    • COVID-19 and the German economy
    • Graph 3: key economic data, in real terms, 2019-23
    • Internet usage
    • Graph 4: respondents using internet on the go at least weekly, 2015-21
    • Graph 5: online media consumption (in mins), by age, 2018-21
    • Legal regulations
    • Ethical orientation
  3. WHAT CONSUMERS WANT AND WHY

    • Mobile network providers used
    • Graph 6: brands providing a network service for personal phone, 2021
    • Graph 7: respondents with a Deutsche Telekom network service on their personal phone, by age & gender, 2021
    • Payment types of mobile network services
    • Graph 8: type of mobile network service used, by generation, 2021
    • Graph 9: type of mobile network service used, by net monthly household income, 2021
    • Graph 10: ownership and and purchase interest in wireless earbuds, by type of mobile network service, 2021
    • Way of signing up for mobile network service
    • Graph 11: way of having signed up for current mobile network service, 2021
    • Important factors when choosing a service with a mobile network provider
    • Graph 12: important factors when choosing a contract/pay as you go deal with a mobile network provider, 2021
    • Uptake and perceived benefits of 5G
    • Graph 13: ownership of and plan to upgrade to 5G-ready service and smartphone, 2021
    • Graph 14: ownership of and plan to upgrade to 5G-ready smartphone, by generation, 2021
    • Graph 15: ownership of and plan to upgrade to 5G-ready network service, by generation, 2021
    • Graph 16: greatest perceived benefits of having 5G, 2021
    • Graph 17: greatest perceived benefits from having 5G, by generation, 2021
    • Barriers to 5G upgrade
    • Graph 18: 5G-ready network service/smartphone ownership & plan to upgrade, by net monthly household income, 2021
    • Behaviours regarding mobile network providers and services
    • Graph 19: behaviours regarding mobile network providers, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

    • 5G coverage
    • Advertising and marketing activity
  5. MARKET SHARE

    • Graph 20: brands providing a network service for the personal phone, 2021
  6. MARKET SIZE, SEgmentation AND FORECAST

  7. APPENDIX

    • Appendix – products covered, abbreviations, consumer research methodology and language usage
    • Appendix – market size and central forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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