According to a new study from Limelight Networks, Inc., the annual State of the User Experience Report that explores key trends in how users engage with digital experiences, 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 consumers surveyed ranked website performance (streaming with no buffering, pages that load quickly, etc.) as the most important digital experience by a wide margin, far ahead of having fresh and updated content, delivering a consistent experience on mobile and desktop, and providing personalized content.
Performance Is Key to Great Web Experience (% of Respondents)
Fresh and updated content
Performance (no buffering, load quickly, etc)
Consistent on mobile and desktop
Source: LimelightNetworks, July 2014
Based on a survey of U.S. consumers between the ages of 18-54, who spend more than five hours a week online outside of work, 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, says the report:
Willing To Wait For Website to Load (% of Respondents)
Wait ‘til leave (seconds)
% of Respondents
More than 5 seconds
Less than 1 second
Source: LimelightNeworks, July 2014
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, says the report. 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.
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.
Jason Thibeault, senior director of marketing strategy at Limelight Networks, says “… with the advent of faster networks, better devices and more choices… for consumers online… there’s little room for slow or sluggish website performance… performance is at the core of success for online businesses… a top priority… the survey demonstrates… lost opportunity for poorly performing sites and… long-term impact that may have on their business…"
For more information from LimelightNetworks, please visit here.