While 43 per cent prefer wi-fi to 3G when abroad.
We recently reported that more than half of Brits don't know what data roaming is.
Now, cloud communications firm MACH and researcher YouGov say that almost a quarter of smartphone and tablet owners don't use data roaming at all.
Meanwhile, 45 per cent have not used 3G at all while abroad and 43 per cent choose to connect to PAYG wi-fi.
Lokdeep Singh, chief technology officer, MACH, said: "These results demonstrate that wi-fi is a key access technology for mobile data when abroad.
"Operators should look today at how they can successfully market new wi-fi offerings, both to gain market share of existing wi-fi users, and to address the untapped market of smartphone and tablet owners who are currently not using data services when roaming."
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When asked why they prefer wi-fi over 3G for data roaming, 35 per cent of wi-fi roamers said to prevent a large bill, whild 33 per cent claimed cost benefits, according to the report.
Further results show nearly a fifth chose wi-fi because it's faster than 3G for data downloads.
Singh continued: "Moreover, as 19 per cent of respondents prefer the speed of Wi-Fi, there is an untapped market here for operators that can be differentiated on speed and not just price."
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