I live in a little town currently, and have had 4G since October 2012 on EE. Now I'm on Vodafone, as there are plans for 4G coverage in my area within 3 months. So I'm using 3G currently, which appears excruciatingly slow to me after being used to blazing fast 4G. I never dreamt of watching full HD YouTube videos and listening to Spotify while driving when on 3G. So for me, 4G is well worth the upgrade, and if I'm in the market for a phone, 4G support is an essential criteria. Three's 4G rates are same as 3G, and O2's 4G rates have recently been slashed. I will not want to be left out on 4G if I'm buying a phone today.