Mobile broadband looks set to continue its remarkable growth this year in the face of the economic downturn. That’s if a study of UK consumer habits is to be believed.

In a study from research company Logica, over half of the people polled said they had no plans to limit the time they spend online with their mobile phone. Meanwhile, four in ten of those surveyed confessed that they are heavy users of mobile broadband.

The results will be heartening to providers. Especially as they come in the week that O2 and Vodafone were forced into a network sharing arrangement in a bid to cut costs – a development that testifies to how the downturn is affecting providers.

But it’s not all good news for providers. The survey also detected a growing tendency for mobile broadband users to demand a better standard of service. This was borne out by the fact that 77 per cent are prepared to switch provider if they are displeased with the service they are given.

This trend is indicative that as the mobile broadband market matures, it will bring with it a more savvy consumer. Providers who are content to rest on their laurels would be advised to heed their words.