Most consumers are not willing to wait for longer than a few seconds for an e-commerce page to load, according to recent research from Imperva Incapsula.

The report was based on data from a survey conducted in 4Q15 of 4,568 adults in the United States who self-report their shopping frequency to be slightly often or more.

Some 35% of respondents say they are willing to wait 3-5 seconds for an e-commerce website page to load, 20% are willing to wait less than 3 seconds, and 7% expect a page load immediately.

Only 38% of consumers surveyed are willing to wait longer than 5 seconds for an e-commerce page to load.

Some 44% of respondents say  they try to reload the page when an e-commerce site takes too long to load; 35% say they just leave the website.

Some 68% of respondents say they are unlikely to return to an e-commerce site that has poor performance.

About the research: The report was based on data from a survey conducted in 4Q15 of 4,568 adults in the United States who self-report their shopping frequency to be slightly often or more.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

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Twitter: @ayaznanji