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Demand for 5G from residential customers in Germany: a quantitative online survey using the Van Westendorp method

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  • Jasmin Ebert

    (RheinMain University of Applied Sciences)

  • Peter Winzer

    (RheinMain University of Applied Sciences)

Abstract

To investigate the demand for 5G in Germany, we applied the Van Westendorp Method (VWM) to measure willingness to pay (WTP) and price sensitivity (N = 504). The results show that more than half already own a 5G smartphone and these customers are less price sensitive. The accepted price range for the monthly 5G surcharge ranges between 10.00 and 15.40 Euros. Two thirds want more transparency in 5G pricing, while price is the most crucial factor (4.2/5.0), followed by data volume (4.1/5.0) and network operator/coverage (4.0/5.0). The results are particularly interesting for providers as the target group for 5G is quite diverse.

Suggested Citation

  • Jasmin Ebert & Peter Winzer, 2024. "Demand for 5G from residential customers in Germany: a quantitative online survey using the Van Westendorp method," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(5), pages 489-495, October.
    • Handle: RePEc:pal:jorapm:v:23:y:2024:i:5:d:10.1057_s41272-023-00467-1
    DOI: 10.1057/s41272-023-00467-1
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    References listed on IDEAS

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    1. Christian R. C. Kouakou & Thomas G. Poder, 2022. "Willingness to pay for a quality-adjusted life year: a systematic review with meta-regression," The European Journal of Health Economics, Springer;Deutsche Gesellschaft für Gesundheitsökonomie (DGGÖ), vol. 23(2), pages 277-299, March.
    2. Jane Hsu & Charlene Shiue, 2008. "Consumers’ Willingness to Pay for Non-pirated Software," Journal of Business Ethics, Springer, vol. 81(4), pages 715-732, September.
    3. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    4. Hojnik, Jana & Ruzzier, Mitja & Fabri, Stephanie & Klopčič, Alenka Lena, 2021. "What you give is what you get: Willingness to pay for green energy," Renewable Energy, Elsevier, vol. 174(C), pages 733-746.
    5. Götz, Linde & Svanidze, Miranda & Tissier, Alain & Brand Duran, Alejandro, 2022. "Consumers’ willingness to Buy CRISPR gene-edited tomatoes: Evidence from a choice experiment case study in Germany," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 14(2).
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    Cited by:

    1. Ian Yeoman, 2024. "Using revenue management and pricing beyond the airline and hotel industries: an ever increasing pathway of success," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 23(5), pages 381-383, October.

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