Mobile data traffic has more than doubled in each of the last four years, and the consumer appetite for data will push worldwide 4G/LTE subscribership over 560 million by 2016, according to international research firm Parks Associates. Jennifer Kent, Parks Associates' mobile research analyst, presents new consumer research today at 1 p.m. CT on awareness and demand for 4G-enabled services during the webcast "4G/LTE: Operator Strategies and Consumer Perspectives."

"Nearly 50% of U.S. smartphone users consider 4G/LTE access as very important when choosing a mobile service provider," Kent said. "Operators such as AT&T and Verizon are building consumer awareness around 4G/LTE by touting the benefits of the technology. Carriers need to capitalize by experimenting with new mobile data pricing plans and offering new LTE-supported value-added services."

A consumer survey fielded this quarter by Parks Associates finds LTE service is more important than handset selection for smartphone owners when evaluating mobile providers.

Chart: http://www.parksassociates.com/bento/uploads/image/in-the-news/pressreleases/2012/ lte-webcast-pr2012.gif

Additional Parks Associates research:

• As of June 2012, 83 carriers have launched LTE networks in 43 countries; 40 more carriers intend to deploy LTE by year end.
• Global 4G/LTE subscribership will increase from 9 million in 2011 to over 560 million in 2016.
• Verizon carried 60% of global LTE traffic on its network as of May 2012.
• AT&T deployed LTE in August 2011, and it is currently live in 51 markets covering 74 million POPs.

Go to http://www.parksassociates.com/webcasts/webcast-aug2012-4g to register for the webcast "4G/LTE: Operator Strategies and Consumer Perspectives," taking place Thursday, August 30, at 1 p.m. CT. Press passes are available for qualified media.

From the article, “Nearly 50% of U.S. smartphone users consider 4G/LTE access very important when choosing a mobile service provider.”