In a recent study conducted in the U.S. by Limelight Networks, internet users were asked to rank in order of importance what they expect from a website experience. The participants polled said that users consider performance the most important factor, when it comes to a great website experience. Performance ranked higher than fresh content, consistent experiences across mobile and desktop and personalised content.
Furthermore, the study revealed that, approximately 1 in 5 respondents aren’t willing to wait longer than 3 seconds for a website to load before getting frustrated and leaving. About 4 in 10 respondents would tolerate a 3-5 seconds wait in page load, and about 6 in 10 users polled are willing to wait up to 5 seconds, but no longer.
The study did however find that, users tend to be more patient with the mobile web experience; considering that more and more people are using their smartphones and/or tablets to access the information online, this is good news, especially for companies like property portals which have seen a huge increase of users on-the-go.
When the loading speed of a particular website was slow, about 37% people polled have confessed to having jumped ship, and gone to a competitor's website to shop/search. However, an equal 37% of respondents said that regardless of the speed, they would remain on the original website (strange), and the remainder of the individuals polled remained unsure.
Separately, the survey finds that users aren’t enamored by personalization of the web experience: asked whether they want a website to remember that they’ve come there before and make recommendations based on their previous visits, 37% of respondents answered in the negative, versus 27% answering yes. A sizable 27% said they don’t care.
While website personalization is an area of growing importance to marketers, recent survey results suggest that few marketers are personalizing their website pages for individual visitors.
About the Data: The survey report is based on responses that Limelight Networks received from 1,115 consumers ranging in demographics, gender, and education. Roughly 37% of respondents are aged 18-34; 48% are aged 35-54; and 15% are aged 55+. Some 53% are female. About 63% report spending 5-10 hours per week online outside of work; 23% spend at least 15 hours per week online outside of work.
The above article has been sourced from MarketingCharts.com.