A new study out from Nielsen today reports that UK Android smartphone owners transfer more than three-quarters (78%) of their internet content using Wi-Fi rather than 3G, derived from ‘on device’ metering software.

Logically 3G data usage it at its highest during the day when most people are mobile or at work, and WiFi usage is highest in the mornings and evenings.

Nielsen Mobile data transfer via Wi-Fi vs 3G by time of day, MB per hour

Source: Nielsen; 1-30 September 2012

Nielsen European managing director for digital David Gosen said:

Wi-Fi is on average three-and-a-half times more dominant than 3G when it comes to delivering mobile internet data services. It peaks around midnight as users gravitate towards social networks, driven by their desire to stay connected through all waking hours.

Previously, the main insight into the volume of mobile traffic came from the networks’ own records. Now, with Nielsen Smartphone Analytics we can complete the whole consumer picture.

Source: Nielsen Online