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BizReport : Mobile Marketing : June 18, 2013

Study: Mobile users will wait

The wait time for page loads may be lengthening. For some time, it has been a best practice for businesses to ensure their pages loaded within 5 seconds. But new data out from the SOASTA 2013 Website and Mobile App Report, which finds most (76%) mobile users will wait 10 seconds for page to load on their smartphone.

by Kristina Knight

One caveat: Once that page loads the experience must be top of the line. Because, according to the SOASTA report bad mobile experiences cause consumers to reflect poorly on the brand as a whole. According to researchers bad mobile experiences can cause:

• Annoyance (66%)
• Frustration (61%)
• Distrust (17%)
• 58% of men said they would wait 10 seconds, 49% of women agreed

"Just as brick and mortar businesses invest heavily in their store front our research shows that e-commerce retailers need to create a similar high quality online experience in keeping with their brand perception," said Tom Lounibos, SOASTA CEO. "If companies want to remain competitive in the modern landscape, they need their web and mobile websites to engage the user and work as expected. Those that are creating a seamless and enjoyable online user experience are reaping the benefits."

Developers aren't as secure in wait times. Only 4% said they would wait 10 seconds for a mobile site to load and 25% said this wait time was 'unacceptable'.

Meanwhile, 88% of mobile users said poorly performing web or mobile sites cause them to 'have negative feelings' about the brand. Meanwhile, more than one-quarter say they will visit a competitor site (28%) or not trust the website (27%) if the site takes too long to load.

As for where the fault lies for slow-loading sites, nearly two-thirds (62%) of consumers say they blame their device or network for slow load times.

Image via Shutterstock

Tags: mobile marketing, mobile page loads, page load times, SOASTA

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  • Chris Robinson

    Asking people if 10 seconds is acceptable is just poor research. Ask them to experience ten seconds delay and then ask them, will give you the real answer. It will be more like you see with developers, with 90% plus not willing to wait. Surveys in this social media area are always designed to give the best results never logic.



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