Summer holiday season sparks download splurge on Amazon


Last weekend saw the biggest spike in Brits jetting off on their summer holidays, and holidaymakers are increasingly turning to downloaded content to keep themselves and their families entertained during long-haul flights, according top new research.


The new Hitwise research reveals how Brits are beating their boredom this summer.

Key findings:

  • 14.7 million transactions took place on Amazon’s site

  • Brits favour Game of Thrones for holiday entertainment

  • ‘Books’ and ‘Kindle Books’ dominate top 5 search terms

This week Brits rushed to online streaming services with the intent to download TV programs, films and eBooks, with Hitwise data revealing a massive 14.7 million transactions took place on Amazon’s site this week – staggeringly, this mirrored the number of transactions made during the retail giant’s flagship event, Prime Day (14.8 million).

Amazon itself pegged this Wednesday as the day “consumption of downloaded content will be at its height”, building on the company’s Download Day last Friday.[4] But Amazon are not alone - Hitwise also found a 13 per cent increase in visits to on Wednesday from the weekend.[5] The same was found for those visiting iPlayer, with an 8 per cent increase respectively this week.

Brits are set to be book worms on holiday this year, with three of the top searches across the whole of Amazon including ‘books’ and ‘kindle books’.

Game of Thrones was the top search term across the whole of Amazon, as well as topping TV program searches, too, following the start of its recent new series.

Ahead of the school holidays, parents appear to be stocking up on family friendly films, with the likes of ‘Harry Potter’ and ‘Beauty and the Beast’, dominating film searches across Amazon. ‘Moana’, Disney’s most recent adventure and the third most popular film, meanwhile increased an impressive 88 per cent this week compared to last.

Nigel Wilson, managing director of Hitwise said: “The summer season has always seen peak footfall through airports, but in recent years, entertainment and streaming companies have joined the race, offering a wide range of downloadable content that consumers can take with them on their holidays.

Pre-loaded content and media services have become such an integral part of our daily lives that people don’t want to miss out on their favourite show when they leave the country. Consumers during the summer months today are demanding the freedom to watch or read whatever they want, when they want, on any kind of device.”


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