Over a million people have signed up to 4G in the UK – four months ahead of target.
The network, which is five times quicker than 3G, only covers 60 per cent of the UK yet has proved popular with UK customers who have been the quickest in Europe to take up the service.
Olaf Swantee, CEO, EE, commented: “The UK mobile sector saw a huge shift 10 months ago with the launch of 4G from EE. We set a new standard for UK mobile networks, and the way consumers and businesses are using their mobile devices in this country has been transformed.
“We know that all communities across Britain want 4G, not just those in the big urban centres, and we‘re committed to continuing to roll out superfast mobile at this record breaking pace.”
The EE 4G Mobile Living Index revealed that 4G, which launched on October 30th 2012, is also enabling people to go beyond streaming and browsing, with 19 per cent of users shopping more on their smartphone or tablet, than they did with 3G.
Dario Talmesio, Principal Analyst, Operator Strategies, Informa commented: “It is quite good news for online retailers. People are using 4G more for e-commerce as it is easier to conclude a transaction.
“There is evidence that retailers will have to work harder to convince customers to hop into their stores and use their wi-fi. The retailers will have to rely on mobile networks more and more as a platform for their marketing activities.”