As per a survey conducted by JDSU, a test and measurement (T&M) vendor, 4G users are likely to consume 10 times more data than 3G users. JDSU states that about 0.1 per cent of 4G users consume more than half of all 4G downlink data measured by the company.
Further, iPhone 5s users consume seven times as much data as benchmark iPhone 3G users in developed markets, and 20 times as much data as benchmark iPhone 3G users in developing markets. In 2010, 2011 and 2012, users of Apple iPhone 4, iPhone 4s and iPhone 5, respectively consumed maximum data. Even though, in 2013, Samsung Galaxy S III users closed this gap to a certain extent, however, iPhone 5s users continue to consume maximum amount of data.
Besides the iPhone 5s, Apple products account for six of the top ten devices on which maximum data is consumed. The list also features two Samsung devices and one device each from HTC and Sony. In terms of unlinking of data, Samsung users including Galaxy S4 users produced and uploaded five times as much data as iPhone 3G users in developed markets and 11 times as much data in developing markets.
JDSU points out that each new generation of iPhone has resulted in increase in data consumption between 20 and 40 per cent. Though interestingly, users of the more economically-priced iPhone 5c consume as much data as consumed by the iPhone 4s and 5 users. Further, the users of the 4G iPads consume maximum data amongst tablet users, consuming about 40 per cent more data than that consumed by users of Samsung Galaxy Tab 2 10.1 in 2012. Interestingly, the new iPad mini consumes 20 per cent less data than 2G and 3G iPads.
The survey results reveal that developed and developing markets had exhibited similar pattern of consumption on smartphones, demonstrating the global nature of the smartphone market. However, the survey findings indicate that the number and the type of data cards and dongles were lower in developing markets, and tablet devices were relatively rare.
JDSU states that developing markets witnessed higher data consumption by flagship smartphone users, relative to the iPhone 3G standard. This trend appears to be driven by two factors. Firstly, the older iPhone 3G has relatively lower data consumption per user in developing markets. Secondly, the absence of other high-volume data devices, such as data cards and tablets, means that users will consume more data via flagship smartphones.
According to the T&M vendor, the findings of the survey could help operators target heavy data users in a more customised manner. For example, the fact that 0.1 per cent of 4G subscribers consume half of the data may prompt operators to identify users with extreme usage patterns. This, in turn, may make it easier to deploy small cell and Wi-Fi access points to ease network congestion. However, the accuracy of these placements should be of paramount importance to operators due to the limited range of the small cells and Wi-Fi. JDSU suggests that just as femtocells were placed in homes to satisfy network coverage objectives on a subscriber-by-subscriber basis, small cells and Wi-Fi access points may be placed to satisfy network capacity objectives on a subscriber-by-subscriber basis.
