[PDF] A study on how improvements in mobile site speed - Deloitte PDF Milliseconds_Make_Millions

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Mobile site speed improvements

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Users are exceptionally good at tracking motion, and they dislike it when animations aren't smooth. They perceive animations as smooth so long as 60 new frames are rendered every second. That's 16ms per frame, including the time it takes for the browser to paint the new frame to the screen, leaving an app about 10ms to produce a frame. Respond to user actions within this time window and users feel like the result is immediate. Any longer, and the connection between action and reaction is broken.

Users experience a slight perceptible delay.

Within this window, things feel part of a natural and continuous progression of tasks. For most users on the web, loading pages or changing views represents a task. Beyond 1000 milliseconds (1 second), users lose focus on the task they are performing. Beyond 10000 milliseconds (10 seconds), users are frustrated and are likely to abandon tasks. They may or may not come back later.

Time to Load User Impact

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0 to 100ms

100 to 300ms

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I am less likely to make

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Customer reactions to slow e-commerce sites

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10 of customers who visit a mobile unfriendly site are likely to go to a competitor's site.

As page load times go from...

The probability of bounce increases by 32%

1s to 3s

The probability of bounce increases by 90%

1s to 5s

The probability of bounce increases by 106%

1s to 6s

The probability of bounce increases by 123%

1s to 10s

Experiences impact the bottom line, for better or worse ?fi 83%
of customers say they share bad experiences with othersConsumers ?fi 83%
of customers have stopped buying from a company because a competitor provided a better experience 69%
of customers say they share good experiences with others

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Rising consumer expectations

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The consumer experience stakes have never been higher 83%
83%
of customers say the experience a company provides is as important as its products and servicesConsumers 69%
69%
of customers say one extraordinary experience raises their expectations of other companies 59%
59%
of customers are willing to pay more for a great experience

[PDF] [PDF] A study on how improvements in mobile site speed - Deloitte