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Lost Londoners come top for needing directions on their smartphone in UK mobile data usage survey by EE

A recent poll on mobile data usage commissioned by EE, to coincide with the launch of its Stay Connected data service, has revealed Londoners as the most likely people in the UK to use their smartphones for directions.

In fact, Londoners are almost twice as likely (62%) than the next nearest others in the UK, the Scots (32%) to need their smartphone for walking directions,showing how data connectivity has replaced the need for the A to Z.

Londoners are also in need of data for cycling directions too – using cycling maps up to eight times more often than those in other UK regions.

Those in Wales however, are on top of their game, with only 3% even needing cycling directions at all! And when it comes to public transport, 47% of Londoners agree using map apps is the way forward, compared to just 19% of smartphone users in the North East.

In the UK survey, 38% of all smartphone users revealed that they would miss instant messaging the most if they ran out of data with the fear of missing out on fun with family and friends a key worry. 33% revealed that not being able to get directions while getting about was their biggest concern if they were to use up their data allowance.

Meanwhile, a further 44% revealed they stream music to their handset on a weekly basis, with over a third of 18-24 year olds specifically doing so daily, highlighting how smartphones keep the public connected to the people, places, and music they love.

Alex Cornett, Mobile Propositions Director, EE, said:“As the research shows, smartphones have become an important part of our lives, with many of us using them to email on the go, stream music, and navigate our way around – let alone to keep in touch with friends and family. That’s why we’ve launched our new Stay Connected service, so that even if people have used up their plan’s monthly allowance, they can continue to use data at no extra cost – helping them to stay in touch as well as get from A to B.”

The research findings coincide with EE’s new Stay Connected data offering, that sees EE become the only network in the UK to ensure customers across its new Pay Monthly plans are always connected at no extra cost if their monthly high-speed data allowance runs out. The service is perfect for the 68% of smartphone users who said they would search for Wi-Fi at a café or public place once their data allowance had run out.

Stay Connected data is fast enough for:

  • Accessing maps and navigation apps
  • Instant messaging for staying up to date with friends and family on the go
  • Music streaming and web browsing to keep the journey going

Customers will still have the choice of a data add-on if they would like to continue with full speed data or they can receive additional data from someone on the same shared plan via data-gifting.

Stay Connected comes in addition to EE’s full speed unlimited data plans – offering customers the most comprehensive range of connectivity solutions for on the move.

For more on stay connected from EE, please visit:ee.co.uk

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