How does it feel when your favorite YouTube does not load in time or it buffers? Did you know that heart rate increases with 38% with mobile content delays? When consumers turn to their smartphones to find information quickly, they want an instantaneous response. In this podcast from Ericsson ConsumerLab, we present findings from a recent neuroscience study which looks at how consumer reacts to video streaming delays and its impact on brand engagement and loyalty towards providers offering such an experience.