Abstract:Â The recent proliferation of electronic products has led to aÂ strong unmet need for understanding environmental implicationsÂ of new technologies. According to Nielsen, 66%Â of AmericansÂ ages 24-35 own a smartphone, providing strong evidence thatÂ this technology can be considered ubiquitous. However, a majorityÂ of users and service providers are not sensitive to energyÂ implications of data usage. As parameters affecting data deliveryÂ and usage are primarily driven by user behavior, this studyÂ is focused on using empirical data to investigate its correspondenceÂ to energy footprint. A large cohort of smartphone usersÂ (n = 21,853) and the means for which data is accessed, i.e. viaÂ 3G/LTE or WiFi, is examined to develop a model for estimatingÂ the energy cost of the various modes of data usage. Finally,Â alternate business scenarios are developed through simulatingÂ behavior change in cohorts based on existing data and then assessedÂ with regards to economic and environmental efficiencies.