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Apple iPad (1.5 million installs) and Android devices (1.2 million istalls) since launch in February 2011.

"There's definitely some substitution taking place

App Editions provide a fully-loaded, connected viewing experience that gives consumers the first five minutes of a feature film and a portion of bonus content that can include games, trivia, soundtracks and soundboards.  The entire feature film can be unlocked via an in-app purchase, which enables downloading and unlimited streaming, as well as access to the entire array of bonus content available within the App.

What is 1MB of data? 1MB* on average is: Browsing - using the internet on your O2 mobile O2 Active 40 pages approx Mobile internet sites outside of O2 (typically 3rd party websites not controlled by O2): 2-10 full web pages (depending on graphics, images, amount of text) 10-20 mobile web pages Sending and receiving E-mail from your O2 mobile 200 emails without attachment 10 emails with simple one page attachment Satellite Navigation 15 hours of Satellite navigation traffic alert service. Please note: Using GPS Sat Nav without the traffic alert service does not incur data charges. Important information The following services when provided by a 3rd party may consume large amounts of data and maybe subject to separate charge. We recommend you take a Browsing Bolt On if you use these services regularly: Downloading video clips from 3rd party: typically between 1MB and 5MB depending on the length and quality of the clip, plus the cost of the video Note - Downloading video clips/music/games from O2 costs the price of the content only with no additional data charges. Downloading high quality music tracks from 3rd party: typically between 1MB and 5MB per track depending on the length and quality of the track, plus the cost of the track Downloading games from 3rd party: typically 300KB, plus the cost of the game We recommend that you avoid the following on your mobile: Using VOIP** uses 1 MB of data every 3-4 minutes. Downloading full-length movies as this may use in excess of 1,000MB. Using video/ audio streaming devices (e.g. 'Sling box'), which connect your mobile device to your TV, also consume large amounts of data. Watching 15 minutes of TV on your mobile using these devices uses around 25MB. * These figures are based on typical usage. Actual data usage will depend on the content of web pages viewed and the length of emails sent/received. ** Typical VOIP usage is around 5KB per second but will depend on a number of variables including codec and voice sample t