Note that this was for one specific iPhone model, so it is hardly (a) or (d) -- that is, not that Android is more efficient and not that iCloud sucks extra bandwidth for backups. Etc.
(To be obvious: If it were those alternatives, or (e), then iPhone models 5C, 5, 4S and 4 would use similar amounts of data. At a minimum, most 5/5C should have iOS 7.)