UK Carrier Compares Apple Maps vs. Google Maps Usage Data


EE, UK’s leading wireless carrier today released the latest 4GEE Mobile Living Index according to which, traffic on the new Apple Maps now represents 70% of mapping traffic on its 4G network, taking market share from Google maps which is down 7% (via Daring Fireball). Meanwhile over 3G, Apple Maps traffic has gone up 19% and Google Maps traffic is down 15%.


The carrier analysed mobile data use and 4G customer trends over the past 12 months, revealing that even though the amount of time people spend on mobile internet has remained stable, customers are doing more on their devices. Average data usage has also increased by 66% in the last 12 months, outstripping 3G customers. “The benefits of being able to do more, faster are also clear. 60% of customers say they save time with 4G”, notes the report.

“The EE Mobile Living Index highlights a 14ppts increase in share of overall network traffic from social media, driven by the integration of video into major social platforms. The upload speed on EE’s mobile network, which is five times faster 3G, is also encouraging people to share special moments as they happen.

Traffic on the new Apple Maps now represents 70% of mapping traffic on the 4G network, from 60% in the second half of 2013, taking market share from Google maps, which is down 7ppts. This difference is even more marked over 3G where Apple Maps is up 19ppts and Google Maps is down 15ppts.”

EE runs the UK’s biggest and fastest mobile network, serving more than 30 million customers across its mobile, fixed and wholesale businesses.


  • FragilityG4

    iOS Maps are far better than Google Maps.

  • Agree

  • Tim

    You are both definitely drinking the Kool-Aid. Give me a break.

  • Whoops. Mis-read FragilityG4’s comment via email. I would have to change my answer to disagree, as I’ve stated numerous times in my posts related to this matter.

    Despite loving Google Maps more, I still enjoy my litres of Apple Kool-Aid!

  • WatDah

    Not if you live in Vancouver and the Lower Mainland. In all honestly, after months and months of frequent daily usage (due to the nature of my work), I have come to the conclusion that Google Maps is still the more reliable and accurate Maps App. I love the interface in iOS Maps, and it does load much faster than Google’s, but that’s about it. Countless times Apple Maps has shown/taken me to the wrong place. Half a block, 2 blocks, hell even a completely different area. Don’t even think for a second that I made a mistake or anything of the sort. I deliberately use both to look up addresses and plan routes, and Google Maps is way more accurate. iOS Maps has improved quite a bit over time, but still not as reliable.

  • Yes, Apple Maps are horrible in Vancouver.

  • iFone

    Beg to differ. I have found in several instances incorrect addresses provided by Google Maps, when in Apple Maps is correct. I even shared one of those with iPhoneinCanada Twitter account back in 2013. Here the link to it:

  • FragilityG4

    Over here in Ontario iOS Maps are way better. Google Maps would say I reached my destination when it was actually down the street. iOS Maps takes you to the doorstep.

  • FragilityG4

    I wasn’t expecting that from you Gary! You’ve always been about Google Maps.

  • FragilityG4

    Hahaha just read your follow up comments via the site … That’s more like you! In Ontario iOS Maps are way better!

  • WatDah

    This happens much more often in Apple Maps than in Google Maps. I know, cause I use both on a daily basis.

  • WatDah

    I wish it were the same in Vancouver =(

  • iFone

    In my experience, it has happened more often in Google Maps that in Apples Maps. I guess everyone experiences bugs and errors differently. Shocking, isn’t?

  • WatDah

    With the same app using the same database? Shocking indeed.

  • iFone

    You do realize my queries are different to yours, right??

  • hub2

    A street near my parents’ place has two devil’s-horns on a crescent that do not and cannot possibly exist given the satellite map overlay.

    Can’t find several Ottawa businesses that’ve been there for years… try finding a TD Canada Trust location in Ottawa. AMaps finds 2. Two!! Google Maps shows at least 2 *dozen*.

    Significant new bridge opened a couple weeks ago, Apple Maps doesn’t have it yet, so directions between points near the end of either side still result in a 13 km detour.

    Google Maps is right on all of the above.

    Except for the new bridge, I’ve been reporting these errors for almost 2 years. Since Apple’s shown no desire to fix them in a timely fashion, I see no reason why I should rely on Apple Maps as my default mapping solution when looking for things.

  • ChrisShield5

    Agreed. Apple Maps is absolutely terrible in Vancouver. My biggest issues:

    1) Although the final destination is often correct, the route is usually aweful compared to Google Maps. I’ve had Apple Maps take me on seriously weird routes, and got lost once thinking I was using Google Maps, when I was really using Apple Maps. (Opened a linked address from a text which I guess defaulted to Apple Maps, and I didn’t notice). I was thinking wtf, why do these directions suck so bad? Turns out it wasn’t GMaps.

    2) Still no mutha***ing transit directions??? C’mon Apple Maps what are you doing? I take transit often in Vancouver, which automatically makes Apple Maps lose by default.

    I like my Apple, but they gotta either make a major push or giveup. It’s been a couple years now. Time to do something about Apple Maps. Hopefully it’s something they’ve been keeping quiet and will announced in Sept.

  • xxxJDxxx

    I would agree. My issue with Apple Maps wasn’t the inaccuracy in the beginning, but the fact that they STILL haven’t updated some very basic inaccuracies that I’ve been submitting over and over for years. I assumed that with crowd sourcing Apple’s maps would improve quickly. Apparently not. I’ve submitted errors to Google and received a reply within a week and the error was corrected. My street STILL doesn’t exist on Apple’s Map.

  • OliChabot

    For directions, I love Apple Maps and they are pretty accurate. But sometimes they don’t have the best itineraries and it leads to a waste of time. What I really hate about Apple Maps tho is when you try to find locations, like a McDonalds or a Subway, for example. You almost never get them all, or I’ll never be able to find my local dentist, as opposed to Google Maps who always manage to find it.

  • geekyaleks

    One thing that I noticed about Google Maps – they seem to drain the battery on the iPhone 5 fairly quickly. It is as if they don’t make very efficient use of the gps hardware. The batteries seem to last longer with Apple Maps ( but then, they may be using some kind of a private API for mapping).

  • MassDeduction

    I didn’t even realise it was common to do this anymore. As opposed to using HERE Maps (preloaded on Windows Phones, but also available for other platforms) where you predownload the maps you need in WiFi and then use the GPS ability of the phone to know where you are without actually consuming any data. My carrier has no idea when I’m using my mappjng siftware because it uses no mobile data.