Survey: Consumers prefer ‘frustration-free’ downloading
February 23, 2018
Streaming services are frustrating US consumers according to a survey conducted by Penthera, a specialist in download-to-go (D2Go) functionality. Complaints are often related to a poor user experience, which could be improved with D2Go.
“Whether they are heading to the beach or the daily commute, consumers recognise they cannot rely on always having video-grade data connectivity. The Penthera survey data shows they see download-to-go functionality as an important tool in assuring the availability of their favourite videos, even if only used occasionally,” said video industry analyst Colin Dixon, founder of nScreen Media.
The survey finds that 92 per cent of consumers have been frustrated trying to stream video, with the three most common frustrations identified as:
- Buffering, per 65 per cent of participants
- The stream is slow to load, according to 40 per cent of participants
- The placement of advertising, per 50 per cent of participants
Consumer who struggle to stream video retaliate with their pocketbooks. When asked how they react, respondents said:
- 53 per cent will just give up on that streaming session
- 26 per cent said they stop using the unsatisfactory service
- 11 per cent will cancel their subscriptions
“Consumers expect content anywhere, on any device, but delivery on that promise is still at the mercy of robust, ubiquitous Wi-Fi connectivity. We just are not there yet, and consumers are dissatisfied,” said Dan Taitz, president and COO, Penthera. “Our survey shows that fewer than nine per cent of respondents said they are ‘never frustrated’ when streaming. The technology exists to satisfy, and even delight, consumers.”
The survey indicates that offering D2Go functionality is also beneficial to the streaming services:
- 39 per cent of survey participants said they are more likely to subscribe to a service offering D2Go
- 34 per cent said they are more likely to watch programming from a service offering the feature
- 18 per cent said they are less likely to cancel a service with D2Go
Some of the survey respondents indicated they already use D2Go to eliminate their streaming frustrations:
- Nearly half of those surveyed said they use D2Go so they don’t have to worry if WiFi is available or robust where they are going;
- Another 21 per cent use D2Go to avoid depleting their mobile data plans
- 17 per cent don’t want to pay for Internet access at their destination (e.g., an airline or a hotel).
A further 53 per cent said they’d be willing to pay more (up to $5 per month) to have download as a feature from their favorite streaming service.
The online survey was conducted in January 2018 and attracted responses from 804 men and women, aged 18-64, who stream videos on mobile devices.