Vodafone has jumped on the end-of-year reflection trend with its own version of Spotify's Wrapped. The telco's "Unwrapped" report looks at how Australians have used their phones to talk, text and download data, but also shows that Vodafone mobile customers are paying for more data than they use.
The average Vodafone postpaid customer downloaded around 18% more data than last year. On average they're consuming 25GB of mobile data per month. That's 57% more than the national average of 15.9GB according to the Australian Competition and Consumer Commission's latest Internet Activity Report.
While data consumption is growing, it's worth noting however that the average Vodafone's postpaid customer's appetites aren't as big as what the telco serves up. The smallest postpaid offer has 40GB of data for $45 per month, followed by 150GB and the whopping 300GB for $65 plan.
This trend for buffet-style amounts of data of course isn't limited to Vodafone alone. Both Optus and Telstra's smallest postpaid plans come with 30GB and 50GB per month respectively. You can get up to 500GB on Optus' Promo plan and a maximum of 300GB per month on Telstra's largest Upfront plan. It's a timely reminder that it's worth double-checking that you're not paying for much more data than you actually need.
Other insights revealed by Vodafone include that customers jumping on board the 5G bandwagon have seen 5G traffic on the Vodafone network double over the past year. It now makes up 33% of total mobile use. The majority of traffic (66%) still comes from 4G. You can consider the small 0.5% of network traffic from 3G officially excluded from the taste profile for next year's Unwrapped with Vodafone officially shutting down its 3G network at the end of last week.
Thursday afternoons prove popular for a chinwag. 5pm specifically was the busiest hour of the week. On average, Vodafone customers are spending 2.9 minutes on calls. Conversations might be brief but there are still plenty of calls being made contrary to what Gen Z and Millenial's aversions to making phone calls may have you think (myself included). Customers made on average 27 calls per week with an average of 79 call minutes overall per customer.
May was the most popular month for phone calls with over 383 million calls made.
A Vodafone spokesperson said "Vodafone Unwrapped shows how our customers are leading the digital charge in downloading data and connecting with each other and the world. Over the past three years, Vodafone has revolutionised its mobile network, tripling 5G coverage to over 3,000 sites across 3,115 suburbs in Australia."
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