23 per cent of mobile users are unaware that app usage can eat into their data allowance plan, according to a survey by VoIP company Rebtel – and a further 16 per cent said they werent sure.

Thats despite the fact that 90 per cent of respondents stating data allowance was an important factor in choosing their current mobile contract. 

Most interestingly, though, 43 per cent of those surveyed said they would be ‘likely’ or ‘very likely’ to consider buying data-only plans from operators in the future, and using over-the-top services for voice calls and texts.

“One of the key factors in the dizzying rise of the smartphone in recent years is the mainstream adoption of apps into our daily lives,” said Rebtel CEO Andreas Bernstrom. “Despite this, our research hints that many mobile users still lack a basic understanding of data and how it works. With the advent of 4G networks we are seeing an end to operators offering ‘all you can eat’ data packages and a return to complex and often expensive tiered access offerings. With such a large number of users unaware that apps can drain their data it does raise concern that many consumers will find themselves facing unnecessarily large mobile bills.”