Online viewers ditch slow loading videos after 2 seconds, study ...

Online video viewers are willing to wait two seconds for a file to load before they start abandoning the content for something else, a new study recently released by Akamai showed.
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The study of online video stream quality analyzed 23 million views from 6.7 million unique viewers across the Akamai network, including North America and Asia. It is the first study to show a causal relationship between video quality and viewer behavior.

Conducted by Ramesh Sitaraman, an Akamai fellow and professor of computer science at the University of Massachusetts-Amherst, and S. Shunmuga Krishan, a senior system software engineer at Akamai, the study, "Video Stream Quality Impacts Viewer Behavior: Inferring Causality using Quasi-Experimental Designs" is the first to show a causal relationship between video quality and viewer behavior.

?Some of the things we found are pretty interesting. We found that a video that doesn?t start up quickly enough has a lot of viewers abandoning that video. Specifically, we observed that if the video doesn't start up within two minutes people start abandoning that video and for every additional second the abandonment rate goes up by 5.8 percent," Sitaraman said.

Freezes, he added, can cause less engagement with the video. A viewer who experienced a freeze that amounted to 1 percent of the duration of the video, saw 5 percent less of the video compared to someone who had a perfect experience.

Moreover, viewers are less tolerant of start-up delays in short videos such as news clips versus long videos such as TV episodes or movies. A viewer who experienced a failed visit is less likely to return to watch more videos than a similar viewer who didn't experience the failure

Most interestingly, the study showed that viewers with better Internet connections are less tolerant of start-up delays, with viewers using fiber connections being the quickest to abandon and those on mobile devices demonstrating the most patience.
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This research comes after the latest Q2 2012 Akamai State of the Internet report revealed the discrepancy between Internet speeds across Asia.?

Source: http://www.enterpriseinnovation.net/content/online-viewers-ditch-slow-loading-videos-after-2-seconds-study-reveals

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