Tablets and the Need for Speed
RichRelevance’s Darren Hitchcock blogs on Econsultancy.
The importance of fast load times in an online retail environment has been proven time and time again. Online, a shopper’s time literally equates to money.
Now, the research from our recent mobile study shows that it’s a shopper’s time on tablets that should be the focus on your website optimisation initiatives.
In the UK, 82% of mobile purchases are made on the iPad.
Tablets and speed: the stats
This past March, Compuware surveyed shoppers and found that almost 70% of tablet users expect a website to load in two seconds or less. If your mobile site isn’t fast enough, your customers will move along (and quickly) to the next click.
According to the study, a bad web experience will drive 46% of tablet users to competitive websites and 33% are less likely to purchase from that company. Comparatively, a Strangeloop survey reveals that shoppers using a PC are a bit more patient, with the majority allowing a full three seconds before making the jump. A shocking 80% of those users, once they’ve abandoned the site, will not return.
Performance is also key when digging deeper into our mobile study. Not only is mobile responsible for over 10% of all online business; but the study also revealed that browsers spend more time on iPads with page views higher than any other channel.