The 1,115 consumers surveyed ranked website performance (streaming with no buffering, pages that load quickly, etc.) as the most important digital experience by a wide margin—far ahead of having fresh and updated content, delivering a consistent experience on mobile and desktop, and providing personalized content.
Below, additional key findings from the report.
- 59% of respondents say they will wait no more than five seconds for a webpage to load before becoming frustrated and leaving the site.
- 37% say they will leave and buy a product from a competitor if a website is slow, and 26% say they might/are not sure.
- 50% of respondents say most of the time they use either a smartphone or a tablet to access websites; 85% use a mobile device at least some of the time to access websites.
- 44% of respondents are willing to wait longer for a website to load on a mobile device; 40% expect websites to be equally fast to load on mobile and desktop.
- 38% of respondents do not want websites to remember them from previous visits; 27% do want sites to remember them; 9% don't know; 27% don't care.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji