With Increased Usage of Mobile Devices, Consumers Have Greater
Impatience for Slow Downloads—and Millennials Want More Content, Now,
For Free
TEMPE, Ariz.--(BUSINESS WIRE)--
Limelight
Networks, Inc. (Nasdaq:LLNW), a global leader in digital content
delivery, today unveiled the results of its annual State of Digital
Downloads report, the latest in its studies of consumer perceptions
and behaviors around digital content. The study found nearly half (45
percent) of consumers are more likely to download digital content of all
types than they were a year ago. And the devices to which they are
saving movies, television programs, songs and games may surprise you.
Perhaps the most unexpected discovery, in just the past few months the
smartphone has displaced the PC as the dominant device for the download
and consumption of content. More users downloaded content onto
Android-based smartphones (62 percent), while Apple’s iPad (used by 43
percent), was nearly tied with Android tablets (45 percent). As such,
the Google Play store led the way as the prevalent destination for
content downloads.
And what are people downloading on these mobile devices and when are
they most likely to do so? Beyond OS updates, consumers are leaning
mostly toward entertainment: new apps (33 percent), video games (18
percent), and movies and TV shows (13 percent). The bulk of downloading
occurs at night—indicating that like the golden age of television, the
hours of 6 p.m.-midnight are “prime time” for acquiring and consuming
entertainment. More than 40 percent download movies and TV shows during
these hours, with 35 percent similarly downloading video games and music.
“Mobile devices are never more than an arm’s length away—while it’s
surprising that they have overtaken the PC and laptop for content
downloads, it’s not shocking: widely-reported statistics in 2015 showed
the smartphone being utilized more regularly than other devices for
accessing the Internet,” said Jason Thibeault, senior director, content
marketing at Limelight Networks. “This used to be simply among the
Millennial set—now it’s a universal truth.”
The shift to wireless devices brought a swing in expectations—the
smaller the screen, the greater the impatience, particularly among
Millennial users. A slowdown or interruption in downloads leads to
consumer frustration as 26 percent cite “it takes too long to complete
the download” as the most significant impediment to enjoying a great
digital experience and blame is directed toward mobile carriers or cable
broadband providers. This is particularly true among younger users—they
download the most content, are the most easily frustrated, and quickest
to ascribe blame when the download experience was less than optimal.
The State of Digital Downloads study is part of Limelight
Network’s series of annual surveys exploring consumer perceptions and
behavior around digital content. The survey was conducted by a
third-party organization with access to U.S. and international consumer
panels. In all, 1,136 consumers ranging in age, gender and education
completed the survey. A full report can be downloaded by visiting here.
About Limelight
Limelight Networks (NASDAQ: LLNW), a global
leader in digital content delivery, empowers customers to better engage
online audiences by enabling them to securely manage and
globally deliver digital content, on any device. The company’s award
winning Limelight Orchestrate™ platform includes an integrated suite of
content delivery technology and services that helps organizations secure
digital content, deliver exceptional multi-screen experiences, improve
brand awareness, drive revenue, and enhance customer relationships — all
while reducing costs. For more information, please visit www.limelight.com,
follow us on Twitter , Facebook and LinkedIn and
be sure to visit our online community and read our blogs on Limelight
Connect.
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Source: Limelight Networks