Mobiles & tablets displace PCs in digital downloads: Report
Nearly half (45 per cent) of consumers are more likely to download digital content of all types than they were a year ago. This was highlighted in the results of State of Digital Downloads report by Limelight Networks.
The report also found that 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 per cent), while Apple’s iPad (used by 43 per cent), was nearly tied with Android tablets (45 per cent). As such, the Google Play store led the way as the prevalent destination for content downloads.
When it comes to downloading, beyond OS updates, entertainment content leads the way such as new apps (33 per cent), video games (18 per cent), and movies and TV shows (13 per cent).
Most of the downloading happens at night as 6 pm-midnight are the ‘prime time’ for acquiring and consuming entertainment. More than 40 per cent consumers download movies and TV shows during these hours, with 35 per cent 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 utilised more regularly than other devices for accessing the Internet. This used to be simply among the Millennial set—now it’s a universal truth,” said Jason Thibeault, senior director, content marketing at Limelight Networks.
Another trend noted was that the shift to wireless devices brought a swing in consumer expectations. As the preferred screens for viewing are getting smaller, there is an increase in the impatience among consumers, particularly millennials. A slowdown or interruption in downloads leads to consumer frustration as 26 per cent say, “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 behaviour around digital content. The survey was conducted by a third-party organisation with access to U.S. and international consumer panels. In all, 1,136 consumers ranging in age, gender and education completed the survey.
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