Smartphone users are generating two- thirds of total mobile traffic worldwide despite the fact that only 13% of mobile subscribers use smartphones, according to the latest research from Informa Telecoms & Media. As these smartphone users spend more time on the internet the traffic that each one generates – their average traffic per user (ATPU) – will increase by 700% over the next five years, it says.
Informa estimates that ATPU per smartphone currently averages 85MB per month. The iPhone is the highest traffic-generating device followed by Android devices. It will retain this lead, Informa believes, because Android devices will be spread across high, mid and low-user segments.
ATPU is said to be a new metric devised by Informa to help the mobile industry measure the potential of new services and revenue streams such as mobile advertising. ATPU could also be used by operators as a key differentiating parameter for judging the popularity of different OS platforms and related ecosystems.