Patterns of data ARPU
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In our recent report 'ARPU patterns as market penetration rises', we found a broad trend of ARPU falling in the early stages of a market as new users dilute the average, followed by a period of stability as users increase their usage, followed by another period of falling ARPU (above 100% penetration) as users start to have multiple devices. Here we look at the pattern of data ARPU and find that it follows a similar path, except that the area between 40% and 100% penetration generally shows strong growth. This is down to the entry of the youth market plus operators improving their portfolio and marketing of data services, encouraging users to use and spend more. It appears that the multiple-device phenomenon will flatten data ARPU in more mature markets above 100% penetration, although there are some exceptions to this.
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