Mobile data usage: consumer survey

Mobile service providers have typically followed a common strategy: they launch plans with larger 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 2024. The survey groups were chosen to be representative of the internet-using population in the above-mentioned regions. We set quotas on age, gender and geographical spread to that effect. There were at least 750 respondents per country.

Geographical coverage

• Europe: 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, Malaysia and New Zealand
• Africa: South Africa