It seems that Australians are downloading their way into the digital future, bringing the NBN roll-out into ever-sharper focus.

An ACCC report reveals that data downloads increased in Australia by 52 per cent last year – including a 52 per cent jump in fixed broadband and 69 per cent increase in mobile usage.

The annual report details prices and competition in the telecommunications sector for the 12-month period ending June 30, 2016.

The data download drive is being fuelled by audiovisual entertainment, cloud services and increasingly content-rich websites and social media applications, ACCC chairman Rod Sims says. 

Free-to-air catch-up services such as SBS on Demand, ABC iView and Plus7 were viewed by 44 per cent of Australians in the six months to June 2016, according to the report. Subscription streaming services such as Netflix, Stan and Foxtel Play were watched by 32 per cent in the same period.

As data-heavy technology such as ultra HD video (4K) and augmented/virtual reality gain traction, demand will only increase.

Cisco Australia has predicted the amount of internet protocol (IP) traffic will grow three-fold over the next five years.

In a response to increased traffic thirst, telcos upped download quotas by 21 per cent in the same period.

"Many of the significant structural changes transforming the sector in 2015-16 are being driven by consumer demand," Mr Sims says.

In terms of pricing, internet services increased in cost by 2.7 per cent on average, the report states – the first hike since at least 2007-8.

"While some consumers may be paying more, they are also getting much more in terms of data allowances," Mr Sims says.

Prices for broad telecommunication services decreased overall by 1.5 per cent, driven by drops in mobile handset, voice and legacy internet services.

The report comes off the back of an announcement by the ACCC that they will investigate advertised broadband speeds, among 14 other investigations.

The Commission says the telecommunications sector will be a key focus for them in 2017.

In 2015-16, the Telecommunications Industry Ombudsman received 112 518 complaints in regards to telephone or internet service, 9.6 per cent fewer than the previous year.