I just upgraded from iOS 6, no "clean" install or restore, just straight upgrade (to GM, so I have been running iOS 7 for over a week now) . I think all this is so subjective to the kind of usage. If your screen is on, that is counted as usage. If you are downloading apps while playing music and surfing the web on LTE, that is also counted as usage. If I am on wifi and playing with apps, I use 10% an hour or less. If on LTE and using data hungry apps I use 15% an hour or more. The usage screen in settings varies depending on how you have used your device. That being said, I have also turned off most of the new features new to iOS 7.