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BizReport : Mobile Marketing : June 20, 2011

Nielsen: Mobile data tsunami continues surge

Nielsen's analysis of the bills of 65,000 smartphone users reveals more data is being consumed now than ever before on a per-user basis while decreasing data costs have kept mobile bills at the same levels as a year ago.

by Helen Leggatt

Over the past twelve months the amount of data used by the average smartphone user has risen a whopping 89% driven in part, suggests Nielsen, by "app-friendly operating systems" such as Android and Apple.

"The mobile Data Tsunami," writes Don Kellogg, Senior Manager, Telecom Research & Insights, Nielsen on the company blog, "is still growing at an astounding pace". With smartphone adoption continuing apace this has huge implications for carriers.

It comes as no surprise to learn that Android and Apple users consume the most data; 582 megabytes per month for the average Android owner and 492 megabytes per month for the average iPhone user.

However, while data use has risen prices have not. In fact, most users are paying about the same now as they did a year ago, despite their increased consumption of data. According to Nielsen, this is because the cost per unit of data has dropped by almost 50% in the last year form 14cents per megabyte to around 8cents.

Tags: data usage, mobile carriers, mobile data, Nielsen, smartphone adoption

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