Remember the days of painfully slow, dial-up internet? Lightning-fast connections have certainly made life easier, but could it also be shortening the attention span of internet users? A new study from the University of Massachusetts shows that users begin losing interest if a video takes more than 2 seconds to start up, with a 6% abandonment rate every second thereafter.

As the charts below show, viewers are more patient for longer videos or if they are viewing on a mobile device, however the vast majority have still clicked out before the 10 second mark.

Slow buffering speeds are frustrating for viewers and are one of the quickest ways to lose business before potential customers even have an opportunity to hear one word about your company. Jeff John Roberts of Gigaom notes that while there are no startling surprises from the study, “it does provide useful empirical evidence for companies who must decide how to invest architecture to support their video platforms.”

The next time you’re waiting for a video to buffer, pay attention to how many seconds you wait before jumping ship.