Mobile carriers and industry pundits can gush all they want about the wonders of 5G. But blinding-fast downloads and self-driving cars mean little to consumers if they're either fearful or ignorant of the technology. Those are two of the top marketing challenges facing the telecommunications industry as it begins the rollout of fixed and mobile 5G, a new consumer survey suggests. According to the poll, conducted in September by RepeaterStore, a San Francisco systems integrator and cellular equipment reseller, most consumers (59 percent) aren't aware of 5G's impending arrival, and 38 percent couldn't care less. More disconcerting for carriers: Nearly one out of three respondents (30 percent) believe cell signals cause cancer.