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Snapchat behind ‘staggering’ 75% of Vodafone messaging data traffic

Thursday, June 4th 2015 by Phil Wilkinson-Jones

Snapchat is responsible for 75% of messaging data traffic on Vodafone’s network.

The app allows users to send pictures, videos and text in messages that are deleted automatically after 10 seconds.

Its popularity, according to Vodafone, means that other messaging services such as Facebook Messenger and Whatsapp make up only 25% of messaging data traffic between them.

“That in itself seems staggering, but Snapchat is clearly a power on the rise in mobile messaging,” said a Vodafone blog post.

“Facebook famously had a USD3bn offer for Snapchat rebuffed in late 2013, and that was a smart move from Snapchat owners, with the service now having a notional value of USD15bn as of March this year.”

Vodafone said 18.4m people are using its 4G network globally, with many of them being in Europe.

It said overall, streaming apps such as YouTube lead the way in terms of data usage, with video accounting for almost half of all Vodafone 4G usage across Europe.

Generous data allowances

Earlier this week, Cable.co.uk reported that Vodafone had announced a series of additional services for customers travelling across the world.

The company’s 4G service is now available in 58 destinations to customers using the opt-in services EuroTraveller and WorldTraveller.

The services allow customers to use their UK minutes, texts and data worldwide for £5 per day.

In April, the operator announced that all pay monthly handset bundles now include 4G and generous data allowances.

Cindy Rose, consumer director at Vodafone UK, said: “Our customers told us that they wanted more data and access to our 4G network, regardless of what agreement they are on.

“Whether they’re passionate about this season’s must-see boxsets on NOW TV, the latest tunes on Spotify Premium, or keeping up to date with all the action on Sky Sports Mobile TV, they can do thanks to our 4G network and bigger data allowances.

“With our new bundle structure and Fixed Price Promise, Vodafone customers have the flexibility and security to enjoy more of what they love safe in the knowledge their line rental cost will remain the same for the contract term, making Vodafone the network they can depend on.”

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