Mobile data plans and usage: consumer survey

09 January 2024 | Research

Eulalia Marin | Dongye Liu

Survey report | PPTX and PDF (13 slides); Excel | Mobile Services

"The adoption of unlimited data plans is driven by competition among operators – which leads to competitive offers – rather than a demand for data."


This report uses the results of our consumer survey to provide an analysis of the data usage of smartphone users in Europe, North America, Asia–Pacific, the Middle East and South Africa.

Topics analysed in this report

  • Average data usage by mobile subscriber
  • Net Promoter Score (NPS) and churn intention by data usage level
  • NPS by data allowance
  • Distribution of allowances by country and why it varies significantly
  • Data usage by country
  • Monthly spend by data allowance

Survey data coverage

The survey was conducted in association with Dynata and On-Device Research (ODR) between July and August 2023. 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

  • Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
  • Central and Eastern Europe (CEE): Poland and Turkey
  • North America (NA): Canada and the USA
  • Developed Asia–Pacific (DVAP): Australia and New Zealand
  • Emerging Asia–Pacific (EMAP): Malaysia 
  • Middle East and North Africa (MENA): Kuwait, Oman, Saudi Arabia and the UAE
  • Africa: South Africa


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