Top Up Nation: Quarter of smartphone users run out of data every two months and spend £384 million topping up every year
More than a quarter of smartphone users (27%) - the equivalent of 10 million people - are rinsing through their inclusive data at least once every two months[1]
Each month, over six million people exhaust their mobile data[2], with 2.9 million topping up after just ten days[3]
Mobile users who admit to topping up at least once every two months spend an additional £384 million per year on additional data[4]
Brighton residents spend the most on additional data with an average of £115 a year while Plymouth spend the least at just £43.75[5]
Men (£19.80) are spending 53% more on additional data than women (£12.88)[6]
With a fifth of smartphone users unsure how much data they have or how much they’re using[7], Uswitch.com launches its Data Calculator to help consumers assess how much they really need.
Over a third of the population (36%)[8] admit they’ve had to buy additional data before their monthly plan is refreshed, with a quarter of smartphone users (27%)[1], the equivalent of 10 million people, running out of mobile data every other month according to Uswitch.com.
Every month, seven million people (17%)[2] chew through their inclusive data, with 2.9 million people needing a top up within ten days[3].
Mobile users who admit topping up their data at least once every two months have an average spend of £17.41 therefore paying an additional £384 million per year on top of their monthly plan to stay online[4].
Brighton residents are the UK’s biggest spenders throughout the year, topping up an extra £115 on average, which is more than twice as much as those from Plymouth who part with an extra £43.75 once their mobile data allowance is depleted.
Figures show that men are spending 53% more on additional data, with an average top up of £19.80, compared to women who top up an average of £12.88[6]. Millennials (25-34 year olds) are the most likely to top up with additional data, with an average top up of £20.26, followed closely by 35-44 year olds who add another £19.94 to their phone bill[9].
Half (52%) of mobile users admit that they spend their allowance browsing the web, with 47% of those regularly checking social media platforms. Almost a third (30%) stream music while a quarter (24%) watch videos, films and TV series on apps such as Netflix and Amazon Prime Video[10].
Nearly seven million people (18%) say they use their mobile data due to slow broadband speeds at home, opting to disconnect from their home Wi-Fi in order to get a better connection[11]. Out of those, 2.6 million would rather tether their laptop or tablet to their mobile data hotspot than rely on slow Wi-Fi connections[12]. Public hotspots are also avoided by a fifth (19%) over concerns about the security of these connections[11].
Notably, a fifth of the population (19%)[7] are unsure of how much data is included within their monthly plan and are unaware of how much data they’re using, which could be why so many consumers are having to top up when they’re caught short before their renewal date.
Uswitch.com has launched a ‘Data Calculator’, on which people can input their mobile data habits in order to work out how much they need from their provider.
Rehan Ali, mobiles expert at Uswitch.com, comments: “A quarter of smartphone users are spending millions of pounds to stay connected every year, with many unsure about how much data they have or use every month.
“With many people paying more on topping up, than they do on their monthly plans, consumers are often left suffering bill shock each month as their data top ups soon add up.
“For most smartphone owners, finding out your current data allowance can be quite straightforward and often is just a case of logging into your account to see how much you have left, and how many days are left until your allowance renews.
“If you are looking to find a new deal, but don’t know how much data you need, our new data calculator could help you better assess how much you require, and may save you hundreds of pounds in the process.”
Find out how you could save nearly £1,000 a year with Uswitch here.
FOR MORE INFORMATION
Rory Stoves
Phone: 020 3872 5613
Email: rory.stoves@uswitch.com
Twitter: @UswitchPR
Notes to editors:
Censuswide surveyed a sample of 2,007 UK adult smartphone users from the 17th to 18th August 2020. Results were weighted to reflect a nationally representative criteria.
79% of UK adults are smartphone users according to Ofcom. 79% of 52,673,000 = 41,611,670 UK adult smartphone users.
Respondents were asked ‘Thinking of your current mobile plan, how often do you use up all of your inclusive data?’ 17% of 1798 (weighted to 37,275,733.98) respondents answered ‘every month’ and 10% answered ‘every 2 months’. 17% plus 10% = 27% adults. 27% of 37,275,733.98 = 10 million adults who run out of inclusive data at least once every two months.
Respondents were asked ‘Thinking of your current mobile plan, how often do you use up all of your inclusive data?’ 17% of 1798 respondents (weighted to 37,275,733.98) answered ‘every month’. 17% of UK adults = 17% of 37,275,733.98 = 6.3 million adults who run out of inclusive data every month.
Respondents were asked ‘In an average month, how many days does it take for you to use up all of your data?’ 2% answered ‘within 1-5 days’ and 5% answered within 6-10 days. 7% of UK adults = 7% of 41,611,670 = 2.9 million adults who run out of inclusive data within the first ten days.
Respondents were asked ‘Thinking of your current mobile plan, how often have you purchased data top-ups/extra data?’ 16% respondents answered ‘every month’. 16% of 7,560,507 = 1,209,681 UK adults top up with additional data every month. The average spend of those who top up every month is £20.81. 1,209,681 x £20.81 = £25,173,426 per month x 12 months = £302,081,539 spend per year. Respondents were asked ‘Thinking of your current mobile plan, how often have you purchased data top-ups/extra data?’ 13.7% respondents answered ‘every two months’. 13.7% of 7,560,507 is 1,035,790. The average spend of those who top up every other month is £13.32. £13.32 x 1,035,790 £13,796,722.80. £13,796,722.80 x 6 = .£82,780,336.80£82,780,336.80 + £302,081,539 = £384,861,876.80
Respondents were asked ‘On average when you buy data, how much do you spend on data top-ups?’ and ‘Thinking of your current mobile plan, how often have you purchased data top-ups/extra data?’ we multiplied the average per city, by the average number of monthly top ups.
Respondents were asked ‘On average, when you buy extra data, how much money do you spend on data top-ups?’ The mean answer given by men was £19.80 and women was £12.88. £19.80 is 53% more than £12.88.
Respondents were asked ‘Thinking of your current plan, do you know how much data you have and you're using each month?’ 19% of respondents answered ‘I don't know how much I have or am using’. 19% of UK adults = 19% of 41,611,670 = almost a fifth adults do not know how much mobile data they have or are using.
Respondents were asked ‘Thinking of your current mobile plan, have you ever needed to purchase additional data due to your inclusive data running out?’ 36% of respondents answered ‘yes’ confirming that they have needed to top up with data due to their allowance running out.
Respondents were asked ‘On average, when you buy extra data, how much money do you spend on data top-ups?’ The mean answer given by the age group 25-34 was £20.26 and 35-44 was £19.94.
Respondents were asked ‘What, if anything, do you usually use the majority of your data on? Tick all that apply’. 52% of respondents ticked ‘browsing the web’, 47% of the respondents ticked ‘social media’, 30% ticked ‘listening to music’ and 24% ticked ‘watching videos including Netflix, Amazon Prime and similar.’
Respondents were asked ‘When, if anytime in particular, do you use mobile data? Tick all that apply’. 18% of 1798 respondents (weighted to 37,275,733.98) ticked ‘Wi-Fi at home is too slow’. 18% of UK adults = 18% of 37,275,733.98 = 6,709,632.11 million UK adults think their broadband is too slow. 19% of respondents ticked ‘public Wi-Fi is unsafe’. 19% = a fifth of UK adults believe public Wi-Fi is unsafe to use.
Respondents were asked ‘How often do you use your mobile data to tether to your laptop or ipad hotspot?’ 7% of 1798 respondents (weighted to 37,275,733.98) answered ‘always’. 7% of 37,275,733.98 = 2,609,301.37 million UK adults always choose to hotspot their laptop or tablet to their mobile data.
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