You May Get More Time from Users, But They Want Info Fast

header speedometerAccording to the Limelight Networks, Inc. second annual The State of the User Experience, time spent online in the past year has increased—with 45 percent of respondents spending more than 15 hours a week on their laptop, tablet, and/or phone.

The group making up the majority of these power users is Baby Boomers—individuals aged 51-69. More than half (51 percent) are online 15 hours/week, as opposed to Millennials—individuals aged 18-33—at just 41 percent.

Expectations for the mobile web, which now has surpassed desktop web usage according to ComScore, have increased. Last year, users were asked if they would be willing to wait longer for a website to load on a mobile device, versus a laptop or desktop, and 44 percent said they would. This year, only 35 percent said they would be willing to wait longer on a mobile device and nearly 40 percent expect fast-loading mobile and desktop sites.

Other key findings revealed in the report include:

  • Content, not e-commerce, rules the day: Respondents listed social media sites, reading news content, and watching video content as their top three online activities. E-commerce finished in fifth place , behind researching products online. Users are consuming content more than shopping online.
  • Video is key for Millennials: While social media remains the most popular online activity, Millennials are spending nearly as much time watching online video.
  • Performance is still key to a great web experience, but surprisingly, patience is an unexpected virtue: Last year, the majority (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. While performance was still critical in 2015, patience is on the rise for Internet consumption—this year, 52 percent would wait more than five seconds.
  • Users want a personalized experience: Just 25 percent of users don’t want a highly personalized experience.

The “State of the User Experience 2015” report is based on a survey that collected data from 1,302 consumers chosen at random located in the United States, United Kingdom, Canada, and Singapore, aged 18-69, who spend more than five hours per week online outside of work.

 

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