American consumers lost 4.5 million hours waiting for their content to be transferred between their old and new smartphones in-store this holiday season, according to the study conducted on behalf of Synchronoss Technologies. That wasted time converts into 187,500 days, 514 years or 7.3 wasted human lifetimes. Cloud based backups, which run in the background, will give smart phone users their lives back, Synchronoss claims.

As 59% of Americans buy new smartphones in physical stores, and each customer now has an average of 10.8GB of picture files, videos and games to transfer over the in-store Wi-Fi connecting their old and new devices, waiting times are likely to get increasingly long, according to Synchronoss. The picture is largely the same in Europe, with 64% of sales in the UK being conducted in store and with an even bigger proportion, 67%, in France. The store channel was used by 62% of Germans, 51% of Italians and 65% of Spanish phone purchasers.

In the study, conducted independently by 451 Research over the holiday season, 33.3 million devices were sold in that period throughout the US and 19.6 million of them were bought in a shop, with 23% of these shoppers asking the sales reps to transfer their personal content for them. At a transfer rate of 10.8GB per hour, that equates to a 4.5 million hours of waiting time.

Device financing, leasing and accelerated upgrade programmes will only make the demand for upgrades – and the subsequent waiting time situation – worse, according to Synchronous, which argued that its new cloud based Backup & Transfer service is the answer.

“Carriers and retailers must deploy backup and transfer solutions so customer content is securely hosted in the cloud before they walk into stores and can be ported to a new device at any time,”

Daniel Rizer, Synchronoss’s EVP of Product Management

Telecoms.com