Uploading, downloading and streaming video is accounting for more than a quarter of traffic on EE's 4G network, the operator has revealed.
In its first report into usage of 4G, EE said a greater number of women are signing up to the service. While just over a quarter of EE's 4G customers (26%) were female when 4G went live last year, women now account for 42% of its base.
In a sign of where O2 and Vodafone should aim their marketing, it said 25-34 year olds were the most 4G ready market, accounting for 31% of its base. This was followed by 35-44 year olds (23%) and 18-24 year olds (21%).
Traditional web browsing and email accounts for the most traffic on EE's 4G network (40%), with video second at 26%. YouTube alone accounts for 14% of all traffic, with social media usage at 13%. Consumers with a tablet or phablet are more likely to use their devices to stream content than those with a traditional smartphone.
The operator said more consumers were spending a greater amount of money shopping, with almost a quarter of men (24%) splashing out more than £200 during the past month. Fashion dominated the online purchases, followed by apps, entertainment and electronics.
Fotis Karonis, chief technology officer at EE, said: 'A large proportion of activity on our 3G network is web browsing. But on 4G customers enjoy traditionally fixed line activities such as shopping, watching movies and catching up with TV on their mobiles. It is a real evolution, with a quarter of our customers now spending more than three hours a day on the mobile internet.'
Author: Graeme Neill