Three says it experienced “a massive 500% surge” in the amount of data customers used on New Year’s Eve compared to the previous year.
Smartphone customers used 80 terabytes (TBs) on New Year’s Eve, up from 14TBs in 2010, as they updated Facebook and sent greetings to friends and family.
The trend continued through New Year’s Day, with 74TBs used compared to 14TBs the year before.
The network says Facebook was one of the most popular services as people rung in the New Year, with a 20% jump in traffic between midnight and 1am.
Three expects smartphone adoption among customers to reach almost 100% this year, as more and more people realise their capabilities.
The number of SMS messages grew from 36m on New Year’s Eve 2010, to 46m this year, while calls went from 19m last year to 21m.
Marketing Director Thomas Malleschitz, said: “It’s a phenomenal amount of growth and shows just how much smartphones are changing the way our customers communicate. This kind of demand vindicates Three’s focus on building a network designed for the internet.
“It also shows just how important data bundles are becoming – and of course the value of plans which offer genuinely All-you-can-eat handset data allowances.”