How Long Are Digital Shoppers Willing to Wait for Site Pages to Load? - eMarketer

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How Long Are Digital Shoppers Willing to Wait for Site Pages to Load?

7% of respondents said that the page must load immediately

May 9, 2016

Digital shoppers are not willing to wait a long time for website pages to load while shopping. In fact, more than a third of respondents said they are only willing to wait up to 5 seconds, according to November 2015 research.

Amount of Time that US Digital Shoppers Are Willing to Wait for Website Pages to Load While Shopping, Nov 2015 (% of respondents)

Internet security platform Imperva Incapsula surveyed 4,568 US digital shoppers ages 18 and older, and asked respondents what amount of time they are willing to wait for website pages to load while shopping.

While 35% of digital shoppers said they would wait up to five seconds, a quarter of respondents said they would wait up to 10 seconds. Even less—9%—said they would wait up to 20 seconds and only 4% said they would wait more than that.

In addition, 7% of digital shoppers said that the page must load immediately and automatically.

Action that US Digital Shoppers Are Most Likely to Take When a Website Performs Poorly/Slowly, Nov 2015 (% of respondents)

When it comes to the action that digital shoppers are most likely to take when a website performs poorly or slowly, 44% of respondents said they try to reload the page to make the performance faster. More than a third said they just leave the website and try again later.

However, some are not willing to try again later. In fact, 13% of digital shoppers said they leave the website and never return.

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