Mobile data plans and data usage: consumer survey
07 January 2026 | Research and Insights
Survey report | PPTX and PDF (19 slides); Excel | Mobile Services
"Customers are being sold unlimited data before they need it, and perhaps before they want it."
Mobile service providers have typically followed a common strategy: they launch plans with large data allowances in the hope of making customers happier and encouraging them to increase their spend.
The situation is not that simple: the relationship between data allowances, data usage and customer satisfaction is not straightforward.
Topics analysed in this report
- Average mobile data usage by customer
- Distribution of data allowances by country
- Churn intention by data allowance
- Net Promoter Score by data allowance
- Monthly spend by data allowance
Survey data coverage
The survey was conducted in association with Dynata in July and August 2025. The survey groups were chosen to be representative of the internet-using population in the surveyed countries. We set quotas on age, gender and geographical spread to that effect. There were at least 750 respondents per country.
Geographical coverage
- Europe: Finland, France, Germany, Ireland, Italy, Poland, Norway, Spain, Sweden, Turkey and the UK
- North America: Canada and the USA
- Middle East: Saudi Arabia and the UAE
- Asia–Pacific: Australia, New Zealand and the Philippines
- Africa: South Africa
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Consumer survey
Analysys Mason's annual consumer survey tracks and measures consumers’ changing telecoms and media habits, device ownership, connectivity options and future plans
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