"2015 State of the User Experience" Report Reveals Who Spends the Most Time Online, User Expectations, Habits and Preferred Devices

Oct 22, 2015

According to the "2015 State of the User Experience" Report released by Limelight Networks, Inc., a provider of digital content delivery, time spent online in the past year has dramatically increased-with 45% of respondents spending more than 15 hours a week on their laptop, tablet, or phone. Who is the group making up the majority of these power users? It's Baby Boomers-individuals aged 51-69. More than half (51%) are online 15 hours/week, as opposed to Millennials-individuals aged 18-33-at just 41%.

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% said they would. This year, the results are startlingly different-only 35% said they would be willing to wait longer on a mobile device, and nearly 40% expect equally fast-loading sites, regardless of if the page is accessed from a mobile device or a laptop/desktop.

Respondents listed "social media sites," "reading news content," and "watching video content" as their top three online activities, respectively, while "reading news content" was the most popular in 2014. E-commerce finished in fifth place, behind researching products online. There is no question -- users are consuming content more than shopping online.

While social media remains the most popular online activity, Millennials are spending nearly as much time watching online video-which is likely to increase as additional options, such as live sporting events, are made more available.

Last year, the majority (52%) of participants listed a high-performing website as their most critical expectation, with just 41% 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%  would wait more than five seconds. Moreover, this year, 33% said they would leave a website to buy a product from a competitor if the site loaded too slowly, down from 37% last year. Additionally, in 2015, 72% would be willing to give the slow-loading site a try in the future, up from 69% last year.

Last year, the report stated that the "value of web experience personalization remains to be seen"-as 37% indicated they did not want a website to remember them from a previous visit. This year, the results are dramatically different as just 25% don't want a highly-personalized experience.