In 2024, the patience of internet users is wearing thinner than ever when it comes to waiting for a website to load. According to a recent survey by Forbes Advisor, the average person is willing to wait just eight seconds for a page to load before moving on. This isn’t just about impatience—it’s about expectations in a fast-paced digital world.
By the numbers: patient levels
Let’s break down how long people are willing to wait:
- Less than 3 seconds: Only 4% of users are this impatient.
- 3 to 6 seconds: 29% of users will stick around.
- 7 to 10 seconds: The largest group, 38%, is willing to wait within this window.
- More than 11 seconds: Surprisingly, 24% of people are willing to wait this long, though that’s still not ideal.
The Risk of Slow Load Times
If your website takes too long to load, you risk losing nearly half of your visitors. The survey found that 48% of users will simply click on the next link in the search results if a webpage is too slow or unresponsive. This means that every second really does matter. A slow website doesn’t just frustrate users—it can drive them straight to your competitors.
Why Speed Matters
In today’s digital environment, quick loading times aren’t just a nice-to-have—they’re essential. While people might be a bit more forgiving of slow load times for major, well-known brands like Amazon, lesser-known brands don’t get the same leeway. If your site isn’t up to speed, potential customers might not stick around long enough to see what you have to offer.
What Google Has Said About Page Speed
Google has been emphasizing the importance of fast loading websites for years. Back in 2010, they started pushing for sites to load in two seconds or less. By 2016, Google’s John Mueller advised that sites should aim to load in under three seconds, though he noted this was more for crawling efficiency than for ranking purposes.
In 2017, Google also pointed out that “the probability of bounce increases 32% as page load time goes from 1 second to 3 seconds.” This data highlights just how critical those few seconds can be in keeping users engaged.
About the Survey
These insights come from an online survey conducted by OnePoll on behalf of Forbes Advisor. The survey involved 2,000 U.S. adults and was published earlier this year. The results give a clear picture of just how crucial it is for websites to be fast and responsive in 2024.
Takeaway: Speed Is Essential
In summary, if you’re managing a website, the key takeaway is simple: make sure your pages load quickly. With users expecting near-instant access to information, anything longer than eight seconds could be costing you visitors and potential customers. Prioritizing speed can keep your audience engaged and reduce the risk of them turning to your competitors.
