Confusion and Skepticism May Impede 4G Adoption - Slide 3

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Almost a third think 4G is too expensive.

Not only are many consumers confused about 4G, another significant group is under the impression that the performance gains of 4G are not worth the cost. With early benchmarks showing mixed results in data speed improvements over 3G or even 3.5G, like AT&T and T-Mobile's HSPA+, you can't blame consumers for their skepticism. However, long term, Retrevo is confident that 4G speeds will prevail over 3G and that carriers will ultimately provide a fair price for 4G service. In the meantime, it looks like after the kinks are worked out, marketing departments will have their work cut out for them to change consumers' perceptions about the value of 4G.

As Verizon continues to roll out its 4G LTE network across the country at an accelerated rate and AT&T also picks up speed in its 4G deployment, it would seem that widespread 4G adoption is a foregone conclusion. Unfortunately, it looks like consumers may be so confused over 4G that they have become hesitant to move to 4G, at least in the near term. In a recent Retrevo Gadgetology study, less than a quarter of the respondents say they're going for 4G. With so many potential 4G customers expressing concerns about cost and performance, providers of 4G phones and services could be in for some disappointment.

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