New research prepared by Mobidia Technology and Informa Telecoms & Media has revealed that 4G LTE availability is stimulating increased data usage, not just on the 4G networks but also by 4G devices using WiFi networks. The study involved a sample of the 1.5 million international users who have downloaded Mobidia’s My Data Manager smartphone application.

The study showed that Android users often use more cellular data than iPhone users but, when WiFi is added to the mix, iPhone users average 37% more data per month than Android customers. Tariffs with higher data allowances tend to see more cellular data usage, although WiFi usage is consistent across cellular data plans.

Chris Hill, Vice President of Marketing at Mobidia, said “Mobidia’s device-centric approach to a comprehensive understanding of wireless subscribers continues to yield a unique view and valuable insights into how people use their smartphones and tablets. Operators, OEMs, and others in the industry building networks, devices, offers and plans really need to fully understand data usage on all networks, including Wi-Fi, to truly understand how subscribers are using and valuing their technology.”

Thomas Wehmeier, principal analyst at Informa, said “Mobidia’s data shows that Wi-Fi is now established as the primary means of data connectivity for a large and growing base of smartphone users across all major operating systems. The key for operators to monetize additional cellular usage will be to invest in and enhance the capabilities of existing mobile networks, to identify and prioritize applications that are reliant on the inherent benefits of cellular networks, and, most importantly, to develop pricing strategies that allow operators to realign the price of access with the undoubted value perceived by the vast majority of customers. Mobidia's data can provide the key insights to help operators achieve these goals.”

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