Time Spent Online Increases
Time spent online has dramatically increased in the past year according to recent data from Limelight Networks.
The company’s “2015 State of the User Experience” report shows that 45 percent of respondents spend more than 15 hours a week on their laptop, tablet or phone. What is surprising, however, is that Baby Boomers (individuals aged 51 – 69) are leading the charge, with 51 percent being online 15 hours a week. Conversely, 41 percent of Millennials (individuals aged 18 – 33) are online the same amount of time each week.
The report also shed light on user experience expectations, revealing that only 35 percent of respondents say they’d be willing to wait longer for a website to load on a mobile device, compared to 44 percent last year. What’s more, nearly 40 percent of respondents say they expect equally fast-loading sites, regardless of where the page is accessed from.
Although consumers aren’t willing to wait longer for a mobile site to load, they do have more patience than they did in 2014. Last year, 52 percent of participants listed a high-performing website as their most critical expectation, with just 41 percent willing to wait more than five seconds for a website to load. This year, however, 52 percent of respondents say they are willing to wait more than five seconds. Additionally, 33 percent say they would leave a website to buy a product from a competitor if the site loaded too slowly, which is a decrease from 37 percent in 2014. Lastly, 72 percent of respondents are willing to give slow-loading sites another try in the future, which is an increase from 69 percent last year.
It is also important to note that Limelight Networks found that respondents listed their top three online activities as “social media sites,” “reading news content” and “watching video content.” In fact, e-commerce came in fifth place, following researching products online. This suggests that consuming content is more popular than online shopping. Moreover, the study found that watching videos is just as important as social media for Millennials.
Finally, Limelight Networks confirms that the personalization trend is on the rise. Last year 37 percent of respondents said they did not want a website to remember them from a previous visit. This year, however, just 25 percent of respondents didn’t want a highly-personalized experience.
“Ultimately, consumers want more from their online experience, particularly as the mobile web and video continue their march toward ubiquity,” said Jason Thibeault, senior director of marketing strategy at Limelight. “We have more options than ever—more content, more video, and more shopping. And while patience has increased slightly, people—whether they are Millennials, Gen X or Baby Boomers—all expect a personalized, highly-functioning web experience. If not they will look elsewhere. With the explosion in content, branded entertainment, video and e-commerce, the stakes are higher than ever.”