Page download speed is important. 750 everyday people were asked about how long they’ll wait for a web page to load and almost 60 percent said they won’t last more than 6 seconds. But that’s not what Google claims — actual user behavior shows most people bounce after 3 seconds. Turns out consumers think they’re a bit more patient than they really are.

Slow speed = Slow sales

Android users are more patient than iOS users

Speaking of patience, when Android users experience a slow site, they say they’ll wait longer than their iOS friends. Of those who will wait for 1 to 3 seconds for a page to load, 64 percent were iOS users and only 36 percent were Android users. Whereas for those who said they’d wait 11–13 seconds, only 36.2 percent were iOS users versus 61.3 percent Android users. (And since iOS accounts for 65 percent of cellphones in the U.S., it appears impatience may be the norm.)

45 percent of consumers admit that a slow page download speed decreases their willingness to buy

When it comes to browsing ecommerce sites, consumers place a high premium on speed. 45 percent of people are less likely to make a purchase and 36.8 percent are less likely to return to the website in the future. 12 percent of consumers will even tell a friend when they experience the frustration of a slow loading site.

Young women expect more from ecommerce sites

Far more young women between the ages of 18 and 24 years say they’ll close a tab and stop shopping when they experience a slow page download speed (compared to men of the same age). In this age bracket, 86 percent of women (compared to 14 percent of men) said they’re less likely to buy from a slow website.

Most consumers blame their internet connection on slow loading times (before they blame websites)

Most people credit speed on factors outside of a site owner’s control (like their internet provider). However as more people discover how often slow pages are the culprit, it’s likely those slow sites will shoulder more of the blame.

Millennials have much shorter attention spans on their mobile devices than they do on their computers

It’s no surprise that millennials crave instant gratification, but they’re especially impatient when they’re on their phones. 45 percent of 18 to 24-year-olds say they’ll wait between 4 and 6 seconds on their computers, but only 26 percent of this age group will wait that long on a cellphone.

East Coasters are less likely to buy from slow sites compared to their West Coast counterparts

Turns out the stereotypes are true — perpetually on-the-go New Yorkers are less likely to buy from a slow site than their laid back friends in California.

Of the consumers living in New York State, 82 percent admit that speed influences their decision to make a purchase, while of those living in the state of California only 60 percent agree that page speed influences their buying decisions.

You can check the speed of your mobile site with Google’s speed checker.

download speed
A great little tool from Google

Check my previous post on reducing sales friction

Thanks to Hackernoon