Chris Preist and Paul Shabajee, University of Bristol: “Assuming that the average westerner’s media consumption moves fully online but does not rise substantially beyond current levels, and the global middle class reach western levels of consumption, the researchers estimate the overall demand to be 3,200 megabyte (MB) a day per person, totalling 2,570 exabytes per year by the world population in 2030.” [1 exabyte = 1 billion gigabytes]