Limelight ‘State of the User Experience’ Survey Finds Performance is Key to Positive Web Experience
Limelight Networks, Inc. unveiled its first annual State of the User Experience Report that explores key trends in how users engage with digital experiences.
The report outlines several key findings:
- Performance is the most important expectation for digital experience and can directly affect revenue;
- Mobile devices are becoming the primary web access point for consumers, who now expect similar performance from mobile devices and desktop browsers; and
- The value of web experience personalization remains to be seen.
The report is based on a survey that collected data from 1,115 U.S. consumers between the ages of 18-54, who spend more than five hours a week online outside of work.
Performance is Key to a Great Web Experience
Website performance is critical to business success—if organizations want to win and retain customers, they must provide a digital experience that exceeds consumer expectations for performance.
- 52 percent of respondents indicated that a high-performing website (streaming with no buffering, pages loading quickly, etc.) was the most important expectation for a digital experience.
- 60 percent indicated that they aren’t willing to wait more than five seconds for a webpage to load before becoming frustrated and leaving the site (just over 20 percent aren’t willing to even wait three seconds for the webpage to load before they leave the site.)
- Over 30 percent of respondents would leave and buy a product from a competitor if a website is slow.
Consumer Web Use is Increasingly Mobile
Delivering great website experiences to mobile devices is inherently more complicated. There are a multitude of considerations that businesses must keep in mind when designing and delivering experiences to smaller screens. This finding exacerbates the first trend, demanding that organizations implement strategies not only to handle delivering a high-performance website but to address mobile in particular.
- Over 50 percent of respondents indicated that most of the time they use either a smartphone or a tablet to access websites.
- Over 85 percent use a mobile device at least some of the time to access websites.
- More than 40 percent of respondents expected websites to be equally fast, whether on mobile or desktop.
The Value of Web Experience Personalization Remains to be Seen
Many organizations today are moving towards creating a more personalized web experience. Yet when compared with the desire for performance, respondents ranked the need for a personalized experience last.
- Almost 40 percent of respondents indicated that they didn’t want a website to remember them from previous visits.
“With the advent of faster networks, better devices and more choices for consumers online, there’s little room for slow or sluggish website performance,” said Jason Thibeault, senior director of marketing strategy at Limelight Networks. “Creating a great digital experience for your audience is hard. Performance is at the core of success for online businesses and should be a top priority. This survey clearly demonstrates the lost opportunity for poorly performing sites and the long-term impact that may have on their business.”
For an in-depth look at the complex set of issues that can affect website performance, download the full State of the User Experience report from Limelight Networks.