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Virgin Mobile research claims we're afraid of data limits

WE are a nation that is hungry for data, with nearly half of Australia (45 per cent) agreeing they simply could not go about their daily life without data on their smartphone.

However, Virgin Mobile research has found greater data usage brings greater anxiety about going over the data limit - Australia is becoming 'Datafraid'.

Datafraid (definition): A state of anxiety about how much data you're using on your mobile phone.

Nine in ten Aussie smartphone users agree that music makes life more enjoyable and 71 per cent agree that music is a significant part of their life. So why are only 29 per cent of Aussie smart phone users using a music streaming service on their mobile phone?

It could be because a significant proportion of Aussies are worrying constantly about going over their data limit - 44 per cent when they feel they are getting close to their limit and 36 per cent because they don't know how much data their phone is using.

So what is driving this fear? While there are tools in place to check data regularly for Aussie smartphone users, when asked how far a gigabyte of data would go for music streaming, only 1 per cent of Aussies could correctly estimate how much music this would get them.

One gigabyte of data for music streaming through Guvera equals about 407 songs or up to 21 hours of music (as tested by Virgin Mobile).

However, the majority (86 per cent) underestimated how much music this would get them. On average, Aussies estimated that one gigabyte of data would only get them 290 songs or eight and a half hours of music - much less than the reality!

Fun Facts:

  • 90 per cent of Aussie smartphone users agree that music makes life more enjoyable
  • 71 per cent agree that music is a significant part of their life
  • 29 per cent of smart phone users are using a music streaming service on their mobile phone
  • 44 per cent don't stream music from their phone as they feel they are getting close to their limit
  • 36 per cent of Aussies don't stream music from their phone because they don't know how much data their phone is using
  • 1GB of data equals 407 songs or up to 21 hours of music

The Virgin Mobile Research Study:

  • Was conducted by Lonergan Research among 1,043 Australians aged 18+ who own a smartphone and pay their own mobile bill.
  • The study was conducted online amongst members of a permission-based panel.
  • Fieldwork commenced on Friday 25 September, 2015 and was completed on Wednesday 30 September, 2015.
  • After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics.

Topics:  games and gadgets smartphone


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