More affordable data plans drove a 46 percent...

More affordable data plans drove a 46 percent jump in embedded cellular connections in tablets last year, but data consumption on tablets via embedded cellular connections lags smartphone data usage by half, said NPD’s retail tracking service. Consumers have been buying tablets with 3G and 4G connectivity “and just not activating them,” said Brad Akyuz, director-connected intelligence, but more attractive data plans have led to an uptick in connections. While there has been an increase in tablet connections, tablet users average 1 GB of data usage per month compared with 2 GB by smartphone users, NPD said. Tablets sold with data contracts grew from 7.1 million in 2012 to 10.4 million last year, despite an overall decline in sales of cellular-capable tablets from 16 percent of total tablet sales to 12 percent in 2013, NPD said. The top four carriers added roughly 1.5 million new tablet subscribers in Q4, with AT&T and Verizon accounting for nearly 90 percent of the connections, said NPD. It also reported a “healthy increase” in the number of connections through mobile and smartphone hotspots among consumers, with some 7.8 million consumers connecting tablets to the Internet via cellular hotspot, 6 million via smartphone hotspots and 1.8 million via an external mobile hotspot device.