Business consultancy project

Period	Data Penetration	Data users in thousands
Traffic per Subs
2016	37.0%	9823	911
2017	37.8%	1013.3	1275
2018	40.8%	1115.4	1576
2019	42.9%	1214.3	2752

Figure.38 Data service metrics since 2016-2019 (Jan-Jun)
The enhancement of the data usage induced by the expansion of 3G and 4G networks. The number of unique subscribers using mobile internet within the country reached 62%. The extension of mobile broadband boosted the data consumptions in the last three years. According to the GSMA Intelligence data, the 3G and 4G connections average annual growth rate (AAGR) within the country is 7% and 75% correspondingly. (GSMA Intelligence Data, 2019) At the same time, Azercell persists the ongoing upward trend in all mobile broadband metrics. The considerable enhancement happened in a 4G connection, and the AAGR reached 58%. From the overall country outcome, mobile broadband raised by 22% in the last three years
Furthermore, the net addition from Mobile broadband increased substantially in the last year both in Azercell and in total figures. The growth of mobile broadband was endorsed with smartphone penetration. Simultaneously, with the expansion of mobile broadband, the smartphones substitute the features phone market share, and in the last three years, the market share of features phones is falling while the market penetration of smartphone is raising.
In contrast with Mobile broadband, the absolute growth rate, and market penetrations of the GSM (2G) connections are descending gradually in Azercell and in parallel, the market share substantially diminished. Compared with the total figures, 2G metrics of Azercell by connection and market penetration displayed the significant downward trend, and the 2G market penetration by of Azercell declined to 18% while in the total figures the 2G penetration fluctuated around 46% share.
Table.12 Actual Growth and Market Penetration Metrics.