Seriously WTF do you do with your phone if it's not lasting 4 hours a day? If you've got a 5S and that is SERIOUSLY the case (and you're not watching an HD movie or playing a demanding game during those 4 hours) then take it into the Apple store.
When I say 'ration' it's more like... I quit un-used apps, turn location services/WiFi/Bluetooth off when they are not needed and tend to keep it in my pocket when I'm at work (where I'll be focusing on work rather than fiddling with my phone funnily enough).
If you're old enough to be paying electricity bills...etc you'll understand that it's pretty common practice to turn off things that are wasting energy. As much of an inconvenience as it may be, the same thing applies to phones.
The 4 was a stretch. I've had it only last 4:xx hours a handful of times, and really have no idea what happened there. Probably full brightness or something.
5 + 6 is more common. I play games, check facebook (I'm learning that's using way more power than it should), newsreaders, safari for videos, emails.
I do pay the bills, and am actually that way with switching stuff off. But it's that rationing you mention that I don't like, but I accept it. When I get a new phone, I start out leaving everything as it is - Apple wouldn't leave stuff on by default if they think it'll have an adverse affect, right? Eventually I'll switch off bit by bit.
I do think, more than anything, that it's signal related. I know at home I get the usage closer to 6, possibly more. At work it's closer to 5. At my girlfriend's it's top end 5, closer to 6.
Today I'm at 11% after 4:35 usage. I'll probably get another 35 minutes out of this, reaching about 5:10 usage. I'm at the girlfriend's today (whilst she's at work), but have spent most of the day in dining room where the signal is the worst.
Still, this usage is far better than the S4 I used for a while. I got rid of that because of battery life, and came back to iPhone.
Once iOS 8 is out, I'll keep an eye on battery life, then see whether my iPhone needs taking in or not. This one is my second, and wasn't any better than the first (dropped my first one on carpet and the screen stopped working..).
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Ah background refresh. That's one that keeps catching me out. I leave it on for some apps that I know don't need to refresh often. Switch if off for the ones I'm not bothered about background refreshing (gmail, facebook, newsreader). Facebook is usually switched off, but it was switched on when I checked just now. That'll be because I keep uninstalling/reinstalling to get around the messenger kerfuffle