For years the industry standard for a web page to load was four seconds. Research indicated that pages loading slower than that cause visitors to leave a web site.
Recently a report by Akamai showed that the new standard is just two seconds: “two seconds is the new threshold in terms of an average online shopper’s expectation for a web page to load”.
Although this research focussed mainly one-commerce sites, one can say this is generally true for all websites. This was confirmed today by usability guru Jacob Nielsen in his report Powers of 10: Time Scales in User Experience: “For Web usability, this means that new pages must display within 1 second for users to feel like they’re navigating freely; any slower and they feel held back by the computer and don’t click as readily”.
Four, two, one…
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