Going through a presentation from Small Cells World Summit, Analysis Mason argues that all WiFi activity is not just offload / substitution of cellular data but to a lot of extent its addition too. I completely agree as I think that once users get used to using data on their devices, they are more comfortable in using much more data over WiFi. Of course here I am assuming carrier or public WiFi rather than what is privately used at home or in the office.
To a lot of extent this use of data is encouraged by the operators and the newer and more efficient technologies. Once a 100MB data cap was more than enough for most users while now, most users struggle with 1GB of data caps. WiFi is always an alternative, especially if the data usage is not counted in the allowance or included at a reduced rate.
An article published today, highlights this same points in case of students. Here is an extract from the article, which is available here in entirety:
The presentation from Analysis Mason is embedded below: