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UK consumers say technology has positively impacted them and have high expectations for 5G but remain frustrated with digital content and prefer offline experiences according to the Limelight Networks State of Digital Lifestyles report.
limelight digitalexp 30July2019
The State of Digital Lifestyles report is based on responses from 4,500 consumers in France, Germany, India, Italy, Japan, Singapore, South Korea, the United Kingdom, and the United States age 18 and older who had downloaded software or streamed online video or music during the last month.

Among the key applications that UK users are taking up include streaming which the survey has shown has become the most common way to access digital media. Nearly three-quarters (73%) of UK consumers choosing to stream movies and TV shows online rather than download or purchase physical copies. On a global basis, consumers are paying for the digital content they consume, with 57% willing to pay for films and TV shows.

Despite the growth in online activities, retail stores and cinemas remain popular with consumers. Over half of UK consumers (53%) still prefer to shop at a physical retail store rather than online, and 31% would rather watch a movie in a cinema instead of online or on TV.  Sports fans want to enjoy the big game on broadcast or cableTV, with 59% preferring to watch on traditional television rather than stream the game online or attend in person

The survey also found that digital assistants such as Amazon Alexa and Google Home are increasingly popular, with 38% of UK consumers owning one, up 68% in the last year. However, almost three-quarters (74.5%) of UK owners of Alexa and other devices say they would be willing to give them up for at least a week and more than one in three (36%) would be willing to stop using them permanently. Only 14% of UK owners said they couldn’t stop using their digital assistant. By comparison, 38% of UK respondents said they would be unable to stop using their smart phone for even one day, and only 13% would give them up permanently.

“With the rapid growth of online content and new devices available to access it, digital media is playing an increasingly important role in our daily lives,” said Michael Milligan, senior director at Limelight Networks commenting on the State of Digital Lifestyles research.State of Digital Lifestyles research.

“Our research reveals consumer expectations for high-quality digital experiences continue to rise, along with concerns about online security and unauthorised access to personal information. To increase customer loyalty and maximise revenue opportunities, digital content providers and device manufacturers must ensure their content distribution platforms and devices utilise a secure infrastructure that safeguards customer data while delivering a consistently fast and reliable user experience.”