Now, Now, Now! We want to consume it all, and we won’t wait!

13 Dec 13

Examining the viewing habits of 6.7 million Internet users, people couldn’t wait more than two seconds for a video to load, found researcher Ramesh Sitaraman, a computer science professor at UMass Amherst. Sitaraman said that “After [two seconds] they started abandoning. After five seconds, the abandonment rate is 25 percent. When you get to 10 seconds, half are gone.” Sitaraman believes that the results offer a glimpse into the future. As Internet speeds increase, people will be even less willing to wait. 

Web and mobile application technology has given rise to a new breed of customer – the constantly connected consumer, who is by definition better connected, more aware and technologically savvy. We decided to ask a few questions surrounding the notion of ‘instant data gratification.’  What is instant data gratification? How has the desire for immediacy changed consumer behaviour? And is it actually important?  The answer is yes, see why…instant data gratification infographic


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