Data allowance, voice and messaging
2016 Acquisition and Retention Study report series

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Is there an app for that? Consumers like apps. They like messaging apps – 55 percent of consumers globally use messaging apps. They like social media and video apps too. But consumers are aware that content-heavy apps can use up their data allowances quickly and particularly in transition markets, consumers avoid using certain apps unless Wi-Fi is available.

  • Consumers avoid using certain apps on mobile networks for three main reasons: data allowance, cost and speed
  • Consumers avoid using video calling, streaming and social media apps the most
  • 81 percent of consumers switch to Wi-Fi at home, to avoid going over their mobile data allowance
  • Because consumers are conscious of exceeding their data allowances, they welcome better visibility into their usage.

Data allowance, voice and messaging is the final report in our 2016 Acquisition and Retention Study series. It looks at key trends in voice and messaging and reveals how consumers behave in order to maximize their data allowance and minimize their mobile data costs.

Actual content sample